{"product_id":"unselling-isbn-9781118943007","title":"UnSelling","description":"\u003cp\u003e\u003ci\u003eUnSelling\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eUnselling\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eYou 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 \u003ci\u003eUnSell\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003e1 UnSelling 1\u003c\/p\u003e \u003cp\u003e2 Joshie Is Branding 3\u003c\/p\u003e \u003cp\u003e3 Funnel Vision 11\u003c\/p\u003e \u003cp\u003e4 Remedies for Funnel Vision 16\u003c\/p\u003e \u003cp\u003e5 Pulse 18\u003c\/p\u003e \u003cp\u003e6 Air Canada versusWestJet 21\u003c\/p\u003e \u003cp\u003e7 External Pulse Factors and Trends 26\u003c\/p\u003e \u003cp\u003e8 Our Return Policy Is for You Not to Return 31\u003c\/p\u003e \u003cp\u003e9 Taking the Customer Pulse 35\u003c\/p\u003e \u003cp\u003e10 Are You in the Customer Tolerating Business? 39\u003c\/p\u003e \u003cp\u003e11 Internal Factors and AIM 42\u003c\/p\u003e \u003cp\u003e12 Aspiring to Be a Jedi 44\u003c\/p\u003e \u003cp\u003e13 Information 51\u003c\/p\u003e \u003cp\u003e14 Motivation 55\u003c\/p\u003e \u003cp\u003e15 Why BostonWill Have Fewer Check-Ins 60\u003c\/p\u003e \u003cp\u003e16 Brand Flatline: It’s Not Me; It’s You. 63\u003c\/p\u003e \u003cp\u003e17 Avoid the Brand Attack 66\u003c\/p\u003e \u003cp\u003e18 The Three Types of PulseWe Need to Pay Attention To 70\u003c\/p\u003e \u003cp\u003e19 The Game of Loyalty 72\u003c\/p\u003e \u003cp\u003e20 What Really Matters in Branding 77\u003c\/p\u003e \u003cp\u003e21 The Pulse of an UnAwesome Industry 81\u003c\/p\u003e \u003cp\u003e22 Flying the Kite of Community 84\u003c\/p\u003e \u003cp\u003e23 Taking My Pulse 88\u003c\/p\u003e \u003cp\u003e24 Big Ass Chapter 95\u003c\/p\u003e \u003cp\u003e25 Direct versus Moral Offense 99\u003c\/p\u003e \u003cp\u003e26 Offensive Real Estate 101\u003c\/p\u003e \u003cp\u003e27 The Moral Offense 103\u003c\/p\u003e \u003cp\u003e28 The Politics of Engagement 107\u003c\/p\u003e \u003cp\u003e29 Insubordinate Customers 112\u003c\/p\u003e \u003cp\u003e30 Outrage Outreach 115\u003c\/p\u003e \u003cp\u003e31 The Impenetrable Brand 119\u003c\/p\u003e \u003cp\u003e32 Pivot 122\u003c\/p\u003e \u003cp\u003e33 Hiring at Rock Bottom 125\u003c\/p\u003e \u003cp\u003e34 From theWalkman to the iPod 128\u003c\/p\u003e \u003cp\u003e35 Why I Didn’t Invent Spanx 131\u003c\/p\u003e \u003cp\u003e36 What Happens When You Pivot and No One Notices? 134\u003c\/p\u003e \u003cp\u003e37 Netflix versus Blockbuster 137\u003c\/p\u003e \u003cp\u003e38 The Secret World of Book Publishing 140\u003c\/p\u003e \u003cp\u003e39 Crowdfunding 145\u003c\/p\u003e \u003cp\u003e40 Customer Reviews: The Good, the Bad, and the Future 152\u003c\/p\u003e \u003cp\u003e41 Beware of Mountain Climbers Who Sell Equipment 158\u003c\/p\u003e \u003cp\u003e42 Social Media by the Dozen 161\u003c\/p\u003e \u003cp\u003e43 What Really Matters in Social 168\u003c\/p\u003e \u003cp\u003e44 Who Polices the Police Presentations? 171\u003c\/p\u003e \u003cp\u003e45 How Not to Apologize 173\u003c\/p\u003e \u003cp\u003e46 Lack of Tartar Sauce Tact 178\u003c\/p\u003e \u003cp\u003e47 Your Community Is an Allen Key 180\u003c\/p\u003e \u003cp\u003e48 Return the Brand High Five 184\u003c\/p\u003e \u003cp\u003e49 Stopping the Share 188\u003c\/p\u003e \u003cp\u003e50 The Value of a Read: AKA Sensational Headlines Are Evil 194\u003c\/p\u003e \u003cp\u003e51 Avoid the Cleanse: How to Keep Your Subscribers 198\u003c\/p\u003e \u003cp\u003e52 Should You Trade in Trade Shows? 204\u003c\/p\u003e \u003cp\u003e53 What Really Matters in Speaking 207\u003c\/p\u003e \u003cp\u003e54 What Really Matters in Podcasting 209\u003c\/p\u003e \u003cp\u003e55 What Really Matters in Blogging 211\u003c\/p\u003e \u003cp\u003e56 Company-Created Community 215\u003c\/p\u003e \u003cp\u003e57 Up the Customer Creek 217\u003c\/p\u003e \u003cp\u003e58 Passive versus Active Exposure 220\u003c\/p\u003e \u003cp\u003e59 The Inner Social Circle 223\u003c\/p\u003e \u003cp\u003e60 Social Media Success Is None of Your Brand’s Business 226\u003c\/p\u003e \u003cp\u003e61 Conclusion 228\u003c\/p\u003e \u003cp\u003eIndex 231\u003c\/p\u003e \u003cp\u003e“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)\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eSCOTT STRATTEN \u0026amp; ALISON STRATTEN\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003e\u003ci\u003eUnSelling\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eUnselling\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eYou 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 \u003ci\u003eUnSell\u003c\/i\u003e.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990437740773,"sku":"NP9781118943007","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118943007.jpg?v=1761787828","url":"https:\/\/k12savings.com\/es\/products\/unselling-isbn-9781118943007","provider":"K12savings","version":"1.0","type":"link"}