UnSelling E-Book

Scott Stratten

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 313

Veröffentlichungsjahr: 2014

Beschreibung

UnSelling is about everything but the sell. We put all of our focus on the individual purchase transaction, while putting the rest of our business actions second. We've become blind to customer service, support, branding, experiences and even product quality. Sixty percent of a purchasing decision is made before a customer even contacts you. We have funnel vision, and it needs to stop.

Unselling is about the big picture: creating repeat customers, not one-time buyers. Create loyal clients that refer others, not faceless numbers. Becoming the go-to company for something, before they even need you.

You don't need social media, but you can be connecting with your clients socially. Your video doesn't have to be viral in front of a million people, just contagious in front of your specific market. Content, connection, engagement. It's time to separate from the pack of noise. It's time to UnSell.

Leseprobe

Table of Contents

Title Page

Copyright

Chapter 1: UnSelling

Chapter 2: Joshie Is Branding

Chapter 3: Funnel Vision

Chapter 4: Remedies for Funnel Vision

Chapter 5: Pulse

Chapter 6: Air Canada versus WestJet

Chapter 7: External Pulse Factors and Trends

Chapter 8: Our Return Policy Is for You Not to Return

Chapter 9: Taking the Customer Pulse

Internal Customer Factors and AIM

Chapter 10: Are You in the Customer Tolerating Business?

Chapter 11: Internal Factors and AIM

Aspiration

Information

Motivation

Chapter 12: Aspiring to Be a Jedi

Chapter 13: Information

Chapter 14: Motivation

Chapter 15: Why Boston Will Have Fewer Check-Ins

Chapter 16: Brand Flatline: It's Not Me; It's You.

Chapter 17: Avoid the Brand Attack

Chapter 18: The Three Types of Pulse We Need to Pay Attention To

Chapter 19: The Game of Loyalty

Chapter 20: What Really Matters in Branding

Chapter 21: The Pulse of an UnAwesome Industry

Chapter 22: Flying the Kite of Community

Chapter 23: Taking My Pulse

Chapter 24: Big Ass Chapter

Chapter 25: Direct versus Moral Offense

Chapter 26: Offensive Real Estate

Chapter 27: The Moral Offense

Chapter 28: The Politics of Engagement

Chapter 29: Insubordinate Customers

Chapter 30: Outrage Outreach

Chapter 31: The Impenetrable Brand

Chapter 32: Pivot

Chapter 33: Hiring at Rock Bottom

Chapter 34: From the Walkman to the iPod

Chapter 35: Why I Didn't Invent Spanx

Chapter 36: What Happens When You Pivot and No One Notices?

Chapter 37: Netflix versus Blockbuster

Chapter 38: The Secret World of Book Publishing

Chapter 39: Crowdfunding

Chapter 40: Customer Reviews: The Good, the Bad, and the Future

The Good

The Bad

The Future

Chapter 41: Beware of Mountain Climbers Who Sell Equipment

Chapter 42: Social Media by the Dozen

Chapter 43: What Really Matters in Social

Chapter 44: Who Polices the Police Presentations?

Chapter 45: How Not to Apologize

Step 1: Social Media Fark Up

Step 2: Initial Half-Ass Apology

Step 3: The “Oh Crap, This Is Really Taking Off” Apology

Step 4: SHUT IT DOWN!!!! SHUT IT DOWN!!!!

Step 5: Blame Hackers/Virus/Research

Step 6: Become Known from Here on out as Pulling a Miller

Chapter 46: Lack of Tartar Sauce Tact

Chapter 47: Your Community Is an Allen Key

Chapter 48: Return the Brand High Five

Chapter 49: Stopping the Share

Flattening Out Word of Mouth

The Choice Not to Share

The Sharing Group Hula-Hoop

Mobile

The Bribe

No Photos, Please

Pin the Tail on the Brand

Chapter 50: The Value of a Read: AKA Sensational Headlines Are Evil

Chapter 51: Avoid the Cleanse: How to Keep Your Subscribers

Recognized, Relevance, Relationship

The Best Way to Get Your E-Mail Opened Is to Write Content Worthy of Being Opened

Chapter 52: Should You Trade in Trade Shows?

Chapter 53: What Really Matters in Speaking

Chapter 54: What Really Matters in Podcasting

Chapter 55: What Really Matters in Blogging

1. No Return on Investment (ROI)

2. Industry Regulations

3. No Time

4. Business-to-Business (B2B)

5. I Don't Have Anything to Say

6. I'm Scared of Negative Comments and Reactions

Chapter 56: Company-Created Community

Chapter 57: Up the Customer Creek

Chapter 58: Passive versus Active Exposure

Chapter 59: The Inner Social Circle

Chapter 60: Social Media Success Is None of Your Brand's Business

Chapter 61: Conclusion

Index

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

UnSelling.

The New Customer Experience

SCOTT STRATTEN

ALISON KRAMER

Cover design: Chris Farias @ Kitestring

Copyright © 2014 by Scott Stratten. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

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ISBN: 978-1-118-94300-7 (cloth)

ISBN: 978-1-118-94301-4 (ebk)

ISBN: 978-1-118-94302-1 (ebk)

Chapter 1UnSelling

When the wife of a major online company Chief Executive Officer (CEO) commits fraud at the Boston Marathon, it matters. When your latte is cold, when the head of your favorite clothing company is a racist, when a major airline sends an angry customer a reply that includes a pornographic picture, it matters. I don't want to live in a world where it doesn't.

Sales are affected. Human Resources suffers. And customers change their purchasing decisions—most long before you'd ever even considered them a prospect.

Sixty percent of all purchase decisions are now being made before you ever get a chance to share your pitch.1 For too long in business, it's been buy or good-bye, and we've focused all our energy on the moment of the sale. Counting our sales numbers as successes and then sending customers on with too little support and products we simply shipped without care or concern for the next step. All our eyes and attention have been on our sales funnel, ignoring those outside it—both before and after the connection was all about us. We've had funnel vision for far too long, and it needs to stop.

UnSelling is about everything but the sell. We put all of our focus on the individual purchase transaction, while putting the rest of our business actions second. We've become blind to customer service, support, branding, experiences, and even product quality.

UnSelling is about the big picture: creating repeat customers, not one-time buyers; creating loyal clients that refer others, not treating people like faceless numbers; becoming the go-to company for a product or service, before people even need it.

Businesses don't need social media, but they can be connecting with clients socially and they need to be listening. Brands have jumped too quickly into social without thinking and use the medium to push out messages, rather than take part in conversations. I don't believe that anyone goes online to talk to their hot dog or toilet paper. But when something goes wrong with a product like those or when someone has a great experience to share, the brand needs to be there to react. The best brands create amazing experiences and products and then make it easy for people to share them. Your video doesn't have to be viral, viewed by a million people; it just needs to be contagious in front of your specific market. Content, connection, engagement. It's time to separate from the pack of noise. That's UnSelling.

1

http://bit.ly/UnFunnelVision

Chapter 2Joshie Is Branding

We travel a lot, and we can tell you finding anything lost in a hotel is a miracle. In fact, if you yourself get lost in a hotel, you may never be found. We regularly donate phone chargers and airplane pillows to hotels. Is there some kind of underground racket for lost chargers being run out of these places? I simply refuse to be wowed by any new hotel technology as long as I am hauling furniture out of the way to find an outlet. New apps don't run on dead iPhones, you know.

When I first read the story of Joshie Hurn and his extended vacation at the Ritz-Carlton Amelia Island, a beautiful spot we've visited personally, I could not stop talking about it. A child losing his favorite thing is not something to easily manage as a parent. It's kind of like if you lost your phone.