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.
About the Author
Scott Stratten & Alison Kramer are cohosts of not only The UnPodcast, but five children, two dogs and two cats. This is their fourth bestselling book together, which represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott, Alison is more polite).
They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like PepsiCo, Saks Fifth Avenue, Cirque du Soleil and others have been brave enough to want their advice, to the point that Scott has been named one of the Top 5 Social Media Influencers in the world by Forbes.com. They now spend their time keynoting conferences around the world and realize they rank 10th and 11th in order of importance in their home.
“Through this book you’ll learn the secrets of what really influences purchasers’ decisions by taking a wider view of the sales process” (Talk Business, March 2015)
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.
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
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
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
Number Of Pages: 240
Published: 8th October 2014
Publisher: John Wiley & Sons Inc
Country of Publication: US
Dimensions (cm): 23.5 x 16.2 x 2.1
Weight (kg): 0.42
Edition Number: 1