UnSelling: The New Customer Experience

  • 3h 19m
  • Scott Stratten
  • John Wiley & Sons (US)
  • 2014

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.

In this Book

  • UnSelling—The New Customer Experience
  • UnSelling
  • Joshie Is Branding
  • Funnel Vision
  • Scott’s Remedies for Funnel Vision
  • Pulse
  • Air Canada versus WestJet
  • External Pulse Factors and Trends
  • Our Return Policy Is for You Not to Return
  • Taking the Customer Pulse
  • Are You in the Customer Tolerating Business?
  • Internal Factors and AIM
  • Aspiring to Be a Jedi
  • Information
  • Motivation
  • Why There Will Be a Whole Lot Fewer Check-ins in Boston
  • Brand Flatline—It’s Not Me; It’s You.
  • Avoid the Brand Attack
  • The Three Types of Pulse We Need to Pay Attention To
  • The Game of Loyalty
  • What Really Matters in Branding
  • The Pulse of an UnAwesome Industry
  • Kitestring
  • Taking My Pulse
  • Big Ass Chapter
  • Direct versus Moral Offense
  • Offensive Real Estate
  • The Moral Offense
  • The Politics of Engagement
  • Insubordinate Customers
  • Outrage Outreach
  • The Impenetrable Brand
  • Pivot
  • Hiring at Rock Bottom
  • From the Walkman to the iPod
  • Why I Didn’t Invent Spanx
  • What Happens When You Pivot and No One Notices?
  • Netflix versus Blockbuster
  • The Secret World of Book Publishing
  • Crowdfunding
  • Customer Reviews—The Good, the Bad, and the Future
  • Beware of Mountain Climbers Who Sell Equipment
  • Social Media by the Dozen
  • What Really Matters in Social
  • Who Polices the Police Presentations?
  • How Not to Apologize
  • Lack of Tartar Sauce Tact
  • Your Community Is an Allen Key
  • Return the Brand High Five
  • Stopping the Share
  • The Value of a Read— KA Sensational Headlines Are Evil
  • Avoid the Cleanse—How to Keep Your Subscribers
  • Should You Trade in Trade Shows?
  • What Really Matters in Speaking
  • What Really Matters in Podcasting
  • What Really Matters in Blogging
  • Company-Created Community
  • Forty Creek
  • Passive versus Active Exposure
  • The Inner Social Circle
  • Social Media Success Is None of Your Brand’s Business
  • Conclusion
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