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Full Description
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.
Contents
1 UnSelling 1
2 Joshie Is Branding 3
3 Funnel Vision 11
4 Remedies for Funnel Vision 16
5 Pulse 18
6 Air Canada versusWestJet 21
7 External Pulse Factors and Trends 26
8 Our Return Policy Is for You Not to Return 31
9 Taking the Customer Pulse 35
10 Are You in the Customer Tolerating Business? 39
11 Internal Factors and AIM 42
12 Aspiring to Be a Jedi 44
13 Information 51
14 Motivation 55
15 Why BostonWill Have Fewer Check-Ins 60
16 Brand Flatline: It's Not Me; It's You. 63
17 Avoid the Brand Attack 66
18 The Three Types of PulseWe Need to Pay Attention To 70
19 The Game of Loyalty 72
20 What Really Matters in Branding 77
21 The Pulse of an UnAwesome Industry 81
22 Flying the Kite of Community 84
23 Taking My Pulse 88
24 Big Ass Chapter 95
25 Direct versus Moral Offense 99
26 Offensive Real Estate 101
27 The Moral Offense 103
28 The Politics of Engagement 107
29 Insubordinate Customers 112
30 Outrage Outreach 115
31 The Impenetrable Brand 119
32 Pivot 122
33 Hiring at Rock Bottom 125
34 From theWalkman to the iPod 128
35 Why I Didn't Invent Spanx 131
36 What Happens When You Pivot and No One Notices? 134
37 Netflix versus Blockbuster 137
38 The Secret World of Book Publishing 140
39 Crowdfunding 145
40 Customer Reviews: The Good, the Bad, and the Future 152
41 Beware of Mountain Climbers Who Sell Equipment 158
42 Social Media by the Dozen 161
43 What Really Matters in Social 168
44 Who Polices the Police Presentations? 171
45 How Not to Apologize 173
46 Lack of Tartar Sauce Tact 178
47 Your Community Is an Allen Key 180
48 Return the Brand High Five 184
49 Stopping the Share 188
50 The Value of a Read: AKA Sensational Headlines Are Evil 194
51 Avoid the Cleanse: How to Keep Your Subscribers 198
52 Should You Trade in Trade Shows? 204
53 What Really Matters in Speaking 207
54 What Really Matters in Podcasting 209
55 What Really Matters in Blogging 211
56 Company-Created Community 215
57 Up the Customer Creek 217
58 Passive versus Active Exposure 220
59 The Inner Social Circle 223
60 Social Media Success Is None of Your Brand's Business 226
61 Conclusion 228
Index 231
