September 2010
Beginner to intermediate
256 pages
4h 39m
English
Content preview from UnMarketing: Stop Marketing. Start EngagingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Chapter 1. Hierarchy of Buying
I SURVEYED MORE than 1,000 business owners to ask "Why do you buy?" See Figure 1.1.
When the need arises, customers buy first from people they know, trust, and like. The higher on the pyramid you are with your market, the less competition you have. We take it from the top down:
Current satisfied customer: Obviously, people are going to buy from you if they already do and are satisfied. The key term here is "satisfied." Even though customers are current, this doesn't mean they are happy.
Referral by a trusted source: The first thing I do when I need something I don't already have is to ask people I know and trust if they know of a provider, which is easy with sites like Facebook and Twitter. I can get a pile of recommendations in minutes. Are you on the tip of the tongue when someone asks for recommendations within your industry?
Figure 1.1. Hierarchy of Buying: Service-Based Business
Current relationship but have yet to purchase: Potential customers know you, trust you, but have yet to buy. And that's okay. The key here is that when they have the need for your product or service, you are in the front of their minds.
Recognized expert in the field: You've built a platform and are consistently in front of potential customers with helpful advice and tips that relate to your industry. You want your market to say "This guy/girl knows what they're talking about! ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.