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Unselling. - The New Customer Experience (Cód: 9396501)

Stratten, Scott; Kramer, Alison

John Wiley & Sons

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Descrição

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. 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. 60 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. Creating 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. UnSelling is about seeing the bigger sales picture. From the top-selling authors of UnMarketing, this new book turns traditional wisdom on its head. Looking beyond a narrow sales funnel, and seeing what really influences purchase and repurchase decisions today. In UnSelling, you'll learn why one negative review can outweigh a thousand social media followers if it isn't handled correctly. You'll learn why a blog post with a catchy headline can actually be bad for business if it isn't written well. You'll learn why the people you hire matter more than the tasks you hire them to do. These and countless other underappreciated truths add up to a new way of thinking about business that will completely change the way you sell, for the better. In a world where trends, technologies, brands, and business come and go in the blink of an eye, it may be difficult to believe that creating real community, customer loyalty, and repeat buyers is the way to lasting success. After reading UnSelling, there will be no doubt in your mind that it's true. Up to 60 percent of all purchases are made before the sales pitch even begins, yet we still focus on the sales funnel above all else. UnSelling is about removing this 'funnel vision,' reaching out to clients in a meaningful way, and becoming the go-to brand. The sales figures will follow. Scott Stratten & Alison Kramer

Características

Produto sob encomenda Sim
Marca John Wiley & Sons
Cód. Barras 9781118943007
Altura 24.26 cm
I.S.B.N. 9781118943007
Profundidade 2.18 cm
Referência 030468900
Acabamento Capa dura
Ano da edição 2014
Idioma Inglês
Peso 0.42 Kg
Largura 15.98 cm
AutorStratten, Scott; Kramer, Alison

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