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Customer Centered Selling: Sales Techniques for a New World Economy (2nd Edition)
Jolles, Robert L.
This revised edition of Robert Jolles’s classic book on sales technique features brand new material throughout, including illustrations, teaching aids, coaching techniques, and true implementation strategies! When you have a process, you have a way of measuring what you are doing. When you can measure it—you can fix it!" Customer Centered Selling teaches the secrets of the world-famous Xerox sales training by reversing the conventional selling practices of searching for customer needs, pitching product, and adopting an order-taking mentality. Jolles provides a systematic, repeatable, predictable approach that teaches how to anticipate and influence behavior by studying and understanding the client’s "Decision Cycle" and critical "Decision Points." Through the use of case studies, interactive activities, and job aids, anyone—from a seasoned sales professional to a manager or parent—can not only learn the power to influence behavior, but can implement these ideas as well. Put to good use by Toyota, Disney, NASA, Nortel, General Electric, a dozen universities, and more than fifty financial institutions, Customer Centered Selling provides a step-by-step, consultative process that inspires as it teaches.
Whatever good or service you're selling, five likely customers are worth a hundred random names. No one can help you find new business by finding those five -- or five hundred, or fifty thousand -- best-qualified customers better than Bill Good. For over a decade, Bill Good's guide to increasing new business by finding the right prospective customers has been an invaluable resource to people in every imaginable profession involving selling. Now completely revised and updated to include lessons on how email, fax machines, and the Internet can be incorporated into an effective prospecting and selling campaign, it is the most valuable tool a salesperson can own. Anyone who does any prospecting or selling by phone -- from securities, insurance, and real estate to fund-raising -- knows the frustrations and rejections inherent in "cold calling." Many people come to fear it. But why should this be so? Certainly there are people out there who need and want the product you're selling. If only you could more efficiently generate a list of just those people, weed out the hopeless cases, and launch a simple and highly effective campaign to win them to your side. Prospecting Your Way to Sales Success shows you how to do just that. Bill Good draws on all he's learned from a long, successful career teaching companies and individual entrepreneurs how to create successful prospecting campaigns. He jettisons the stale, old-school, don't-believe-a-customer-who-says-no philosophy for a plan of attack that finds good prospects while quickly screening out unqualified, uninterested customers. From the first contact to the final close, Bill Good will help you design a complete, customized prospecting campaign. In this new revised edition, bursting with fresh ideas for incorporating new media and new technologies into his proven campaign strategies, Bill Good has updated a classic and given salespeople everywhere a book they can't afford to live without.
Why We Buy: The Science of Shopping (Updated and Revised for the Internet, the Global Consumer and Beyond)
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture -- full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world's emerging markets. New material includes: • The latest trends in online retail -- what retailers are doing right and what they're doing wrong -- and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. • A guided tour of the most innovative stores, malls and retail environments around the world -- almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. The new Why We Buy is an essential guide -- it offers advice on how to keep your changing customers and entice new and eager ones.
The difference between helping and selling is just two letters. If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
The classic guide to copywriting, now in an entirely updated fourth editionThis is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention - and sell more products.Among the tips revealed:* 8 headlines that work--and how to use them* The 5-step “Motivating Sequence” for generating more sales and profits* 10 tips for boosting landing page conversion rates* 15 techniques to ensure your emails get high open and click-through rates* How to create powerful “lead magnets” that double response rates* The “4 S” formula for making your copy clear, concise, and compellingThis thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources.Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.
The Hacking of the American Mind: The Science Behind the Corporate Takeover of Our Bodies and Brains
Lustig, Robert H.
The New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.While researching the toxic and addictive properties of sugar for his New York Times bestseller Fat Chance, Robert Lustig made an alarming discovery—our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover.Dopamine is the “reward” neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the “contentment” neurotransmitter that tells our brains we don’t need any more; yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin—because our ancestors were more likely to survive if they were constantly motivated—with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. In the last forty years, government legislation and subsidies have promoted ever-available temptation (sugar, drugs, social media, porn) combined with constant stress (work, home, money, Internet), with the end result of an unprecedented epidemic of addiction, anxiety, depression, and chronic disease. And with the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape.With his customary wit and incisiveness, Lustig not only reveals the science that drives these states of mind, he points his finger directly at the corporations that helped create this mess, and the government actors who facilitated it, and he offers solutions we can all use in the pursuit of happiness, even in the face of overwhelming opposition. Always fearless and provocative, Lustig marshals a call to action, with seminal implications for our health, our well-being, and our culture.
An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper’s credibility as an advertising genius, Josh Weltman distills everything he knows about the art of persuasion into a playbook - of rules, principles, insights, insider anecdotes, and more, all tailored to the fast-changing life in the information economy.Weltman identifies the four elements of selling - one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious. That creates a sense of urgency. That increases market share. And the ad that protects margins. And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships. Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.
The Sell: The Secrets of Selling Anything to Anyone
The nation's #1 real estate broker and charismatic costar of Bravo's Million Dollar Listing New York shares his secrets on how to be successful. In the ten years since moving from Sweden to New York City, with no experience in real estate and no contacts, Fredrik Eklund has transformed himself into the best seller in the most competitive real estate market on the planet. In The Sell, Eklund leverages his years of experience to create the go-to manual for self-promotion and sales. At the core of the book are chapters tied to Eklund's 10-step program for "selling anything to everyone," and he shares his secrets on everything from personal authenticity and looking your very best to crafting the perfect sales pitch, negotiating with savvy, and closing deals promptly and efficiently . . . lest they slip away. Whether you're just starting a job as a sales rep at Verizon, navigating your career as an executive or entrepreneur, or hitting your stride closing big transactions as a banker at Goldman Sachs, The Sell will show you how to improve your game and radically increase the money you're bringing home. The Sell is a vital resource for anyone who wants to have an impact in his or her personal and professional life, with a razor-sharp focus on selling: selling yourself--or your brand--no matter your background.
Would You Do That to Your Mother?: The "Make Mom Proud" Standard for How to Treat Your Customers
Customer experience pioneer Jeanne Bliss shows why “Make Mom Proud” companies outperform their competition. Her 5-step guide to customer experience and culture transformation makes this achievement possible. Bliss urges companies to make business personal to earn ardent fans and admirers, by focusing on one deceptively simple question: "Would you do that to your mother?" “Make Mom Proud” companies give customers the treatment they desire, and employees the ability to deliver it. They turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and they enable employees to be part of the solution to fix customer frustrations. Bliss scoured the marketplace seeking companies who excel at living their core values, grounded in what we all learned as kids. She offers a five-step plan for evaluating your current behaviors and implementing actions at every level of the organization.
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Goldstein, Noah J.
Small changes can make a big difference in your powers of persuasion What one word can you start using today to increase your persuasiveness by more than fifty percent? Which item of stationery can dramatically increase people's responses to your requests? How can you win over your rivals by inconveniencing them? Why does knowing that so many dentists are named Dennis improve your persuasive prowess? Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too. Co-written by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways? Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom. Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
Aaker, David A.
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: Create and elaborate brand identities (what should the brand stand for) Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.
The 22 Immutable Laws of Marketing
Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books have been published in fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Moore, Geoffrey A.
In Inside the Tornado, Geoffrey A. Moore continues his classic three-part series delving into the high-stakes world of hypergrowth markets. Here, Moore examines these markets and their implications for business strategies and, in turn, provides effective guidelines for winning market share and building margin share in mainstream markets. Once a product reaches the mainstream market, it faces three often vexing questions: What is the best way to develop a stronger market for the product's growth? What is the most effective way to capitalize on and sustain growth? And when this market inevitably subsides, how can businesses survive the change? Moore deftly answers these questions and provides businesses with the knowledge and tools they need in this fast-paced lucrative market.
Rules for Revolutionaries
Filled with insights from top innovators such as Amazon.com, Dell, Hallmark, and Gillette and rich with hands-on experience from the front lines of business, Rules for Revolutionaries will empower you - whether you're an entrepreneur, engineer, inventor, manager, or small business owner - to turn your dreams into reality, your reality into products, and your products into customer magnets.
How to Work a Room
The classic bestseller on socializing - now fully updated for social interactions in a digital age How to Work a Room® is the classic bestselling book on improving communication and socializing skills, and using them to create and leverage connections. This Silver Anniversary Edition is fully revised and updated to include the role of technology and social media in networking, as well as Susan RoAne's proven tips for using digital strategies to your advantage - plus practical hints for starting conversations and strengthening rapport with strangers. How to Work a Room®: The 25th Anniversary Edition is a vital tool for business professionals, job seekers and career changers of all ages.
Kotler on Marketing
Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's best known marketer and improve your marketing performance tomorrow.
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world.
Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" - cities, states, and nations - are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets.
Let Inc. catapult your company to success. To put a business on the map, nothing beats great marketing. No matter how original your idea or ambitious your dreams, the company will stall without a plan to spread the word, build momentum, and drive sales. But how many entrepreneurs excel at marketing? If you are like most, you are focused on building your product or service...and don't know how to execute a marketing strategy or measure the results. No one is better positioned than Inc. to help you get up to speed fast. For years, Inc. has covered the innovative marketing used by thousands of tiny startups that turned into household names. Now, Marketing Your Startup shares these compelling stories and spotlights strategies for igniting growth.
People Powered: How Communities Can Supercharge Your Business, Brand, and Teams
Harness the power of communities, both inside and outside of your organization, to drive value and revenue, activate your employees’ and customers’ talents, and create a highly engaged, loyal customer base.What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers?Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like:• Salesforce.com has seen tremendous results with their community network of over 2 million members advocating for, supporting, and integrating Salesforce.com products• Star Citizen used Kickstarter to raise over $150 million to build their new video game and a community of over 2 million players.• Red Hat collaborated with their community to build industry-leading technology, which led to a $34 billion acquisition by IBMCompanies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively.People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions:• What is the key value proposition of building a community?• What kind of community do we need and how do we build and integrate it into our organization?• How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged?• How do we develop authentic, productive relationships with community members both online and in person?• How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization?• What are the strategic and tactical pitfalls and roadblocks we need to avoid?• How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them?People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. It also includes contributions from industry leaders including Joseph Gordon-Levitt (Emmy-award winning actor), Peter H. Diamandis (Founder of XPRIZE, Singularity University), Jim Zemlin (Executive Director, The Linux Foundation), Mike Shinoda (Co-Founder, Linkin Park), Jim Whitehurst (CEO, Red Hat), and more.Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
Purple Cow: Transform Your Business by Being Remarkable
In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks, JetBlue, Apple, Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed - pricing, promotion, publicity, packaging, etc. - weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow. Cows, after you've seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow. You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth. Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart.
Dealing with an Angry Public
Some portion of the American public will react negatively to almost any new corporate initiative, as Disney discovered when it announced its plans to build an historical theme park in Virginia. Similarly, government efforts to change policy or shift budget priorities are invariably met with stiff resistance. In this enormously practical book, Lawrence Susskind and Patrick Field analyze scores of both private and public-sector cases, as well as crisis scenarios such as the Alaskan oil spill, the silicone breast implant controversy, and nuclear plant malfunction at Three Mile Island. They show how resistance to both public and private initiatives can be overcome by a mutual gains approach involving face-to-face negotiation, a strategy applied successfully by over fifteen hundred executives and officials who have attended Professor Susskind's MIT-Harvard "Angry Public" seminars. Susskind and Field outline the six key elements of this approach in order to help business and government leaders negotiate, rather than fight, with their critics. In the process, they show how to identify who the public is, whose concerns to address first, which people and organizations must be convinced of the legitimacy of action taken, and how to assess and respond to different types of anger effectively. Acknowledging the crucial role played by the media in shaping public perception and understanding, Susskind and Field suggest a way to develop media interaction which is consistent with the six mutual gains principles, and also discuss the type of leadership that corporate and government managers must provide in order to combine these ideas into a useful whole.
The Market Driven Organization
Day, George S.
This thoughtful and practical guidebook to developing a market-driven organization with many fresh examples, is a solid compilation of the best thinking, practice, and research, written by the world's leading authority on the subject.
Packaging Your Crafts
Sutanto, Viola E.
Whether you're selling on Etsy, in retail, or at a fair, your crafts deserve a package that's as appealing as they are. This inspirational guide shows crafters how to get that professional edge - and turn one-time buyers into loyal customers. It discusses specialist terms, standard envelope sizes, and various materials, and offers a wealth of ideas, tutorials, templates, charts, and interviews with the experts.
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