UnSelling: Stop Selling. Start Connecting.

Overview

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 ...

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Overview

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.

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Product Details

  • ISBN-13: 9781118943007
  • Publisher: Wiley
  • Publication date: 9/29/2014
  • Edition number: 1
  • Pages: 256
  • Sales rank: 22,288

Table of Contents

Chapter 1: UnSelling

Chapter 2: Joshie is Branding

Chapter 3: Funnel Vision

Chapter 4: Scott’s remedies for funnel vision

Chapter 5: Pulse

Chapter 6: Air Canada vs. Westjet.

Chapter 7: External Pulse Factors and Trends
Unpaid internships are the new barrel suit

Chapter 8: Our Return Policy Is For You To Not 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

Chapter 12: Aspiring to be a Jedi

Chapter 13: Information

Open Plan Offices Make People Unhappy

Chapter 14: Motivation

Chapter 15: Why there will be a whole lot less check ins in Boston
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: Kitestring

Chapter 23: Taking My Pulse

Chapter 24: Big Ass Chapter

Chapter 25: Direct vs 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 vs Blockbuster

Chapter 38: The Secret World of Book Publishing

Chapter 39: CrowdFunding
They Built A Solid Brand

They Built A Customer Base

They Built Relationships

They Got Momentum Early

IMPORTANT: They Had A Realistic Funding Goal

They Got Press Early

They Spent Time/Money On An Awesome Video!

They Offered A Great Product

Then, Make Sure You Deliver

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
Social media explained By @EliLanger on Twitter

Chapter 43: What Really Matters in Social

Chapter 44: Who polices the police presentations?

Chapter 45: How Not to Apologize

Step one: Social media fark up.

Step two: Initial half-ass apology:

Step 3: The “Oh crap, this is really taking off” apology

Step four: SHUT IT DOWN!!!! SHUT IT DOWN!!!!

Step five: Blame hackers/virus/research

Step Six. 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 47: 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 email 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 ROI

2. Industry regulations

3. No time

4. B2B

5. I’m scared of negative comments and reactions.

Chapter 56: Company created community

Chapter 57: Forty Creek

Chapter 58: Passive vs Active Exposure

Chapter 59 - The Inner Social Circle.

Chapter 60: Social Media Success is None of your Brand’s Business

Chapter 61: Conclusion

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