“Always be helping is the new always be closing”. In 2009, I coined this phrase during some long-winded, long-forgotten webinar on how the internet was changing consumer behavior. It was a pithy attempt to explain how companies would need to adapt their sales and marketing efforts in a world where the buyer was clearly in control.
A recent search for the phrase “always be helping” shows that a number of really smart marketers have jumped on the bandwagon, using it as a battle cry for a new way to engage customers. It’s validation of a powerful concept, but thus far, always be helping (or ABH) has been just that – nothing more than a concept. With that in mind, I thought it would be interesting to explore how sales and marketing can put the concept of always be helping into practice.
Here are ten ways that you can put always be helping to work in your organization: