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UnSelling: The New Customer Experience

Book 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.

Table of Contents

  1. Title Page
  2. Copyright
  3. Chapter 1: UnSelling
  4. Chapter 2: Joshie Is Branding
  5. Chapter 3: Funnel Vision
  6. Chapter 4: Remedies for Funnel Vision
  7. Chapter 5: Pulse
  8. Chapter 6: Air Canada versus WestJet
  9. Chapter 7: External Pulse Factors and Trends
  10. Chapter 8: Our Return Policy Is for You Not to Return
  11. Chapter 9: Taking the Customer Pulse
    1. Internal Customer Factors and AIM
  12. Chapter 10: Are You in the Customer Tolerating Business?
  13. Chapter 11: Internal Factors and AIM
    1. Aspiration
    2. Information
    3. Motivation
  14. Chapter 12: Aspiring to Be a Jedi
  15. Chapter 13: Information
  16. Chapter 14: Motivation
  17. Chapter 15: Why Boston Will Have Fewer Check-Ins
  18. Chapter 16: Brand Flatline: It's Not Me; It's You.
  19. Chapter 17: Avoid the Brand Attack
  20. Chapter 18: The Three Types of Pulse We Need to Pay Attention To
  21. Chapter 19: The Game of Loyalty
  22. Chapter 20: What Really Matters in Branding
  23. Chapter 21: The Pulse of an UnAwesome Industry
  24. Chapter 22: Flying the Kite of Community
  25. Chapter 23: Taking My Pulse
  26. Chapter 24: Big Ass Chapter
  27. Chapter 25: Direct versus Moral Offense
  28. Chapter 26: Offensive Real Estate
  29. Chapter 27: The Moral Offense
  30. Chapter 28: The Politics of Engagement
  31. Chapter 29: Insubordinate Customers
  32. Chapter 30: Outrage Outreach
  33. Chapter 31: The Impenetrable Brand
  34. Chapter 32: Pivot
  35. Chapter 33: Hiring at Rock Bottom
  36. Chapter 34: From the Walkman to the iPod
  37. Chapter 35: Why I Didn't Invent Spanx
  38. Chapter 36: What Happens When You Pivot and No One Notices?
  39. Chapter 37: Netflix versus Blockbuster
  40. Chapter 38: The Secret World of Book Publishing
  41. Chapter 39: Crowdfunding
  42. Chapter 40: Customer Reviews: The Good, the Bad, and the Future
    1. The Good
    2. The Bad
    3. The Future
  43. Chapter 41: Beware of Mountain Climbers Who Sell Equipment
  44. Chapter 42: Social Media by the Dozen
  45. Chapter 43: What Really Matters in Social
  46. Chapter 44: Who Polices the Police Presentations?
  47. Chapter 45: How Not to Apologize
    1. Step 1: Social Media Fark Up
    2. Step 2: Initial Half-Ass Apology
    3. Step 3: The “Oh Crap, This Is Really Taking Off” Apology
    4. Step 4: SHUT IT DOWN!!!! SHUT IT DOWN!!!!
    5. Step 5: Blame Hackers/Virus/Research
    6. Step 6: Become Known from Here on out as Pulling a Miller
  48. Chapter 46: Lack of Tartar Sauce Tact
  49. Chapter 47: Your Community Is an Allen Key
  50. Chapter 48: Return the Brand High Five
  51. Chapter 49: Stopping the Share
    1. Flattening Out Word of Mouth
    2. The Choice Not to Share
    3. The Sharing Group Hula-Hoop
    4. Mobile
    5. The Bribe
    6. No Photos, Please
    7. Pin the Tail on the Brand
  52. Chapter 50: The Value of a Read: AKA Sensational Headlines Are Evil
  53. Chapter 51: Avoid the Cleanse: How to Keep Your Subscribers
    1. Recognized, Relevance, Relationship
    2. The Best Way to Get Your E-Mail Opened Is to Write Content Worthy of Being Opened
  54. Chapter 52: Should You Trade in Trade Shows?
  55. Chapter 53: What Really Matters in Speaking
  56. Chapter 54: What Really Matters in Podcasting
  57. Chapter 55: What Really Matters in Blogging
    1. 1. No Return on Investment (ROI)
    2. 2. Industry Regulations
    3. 3. No Time
    4. 4. Business-to-Business (B2B)
    5. 5. I Don't Have Anything to Say
    6. 6. I'm Scared of Negative Comments and Reactions
  58. Chapter 56: Company-Created Community
  59. Chapter 57: Up the Customer Creek
  60. Chapter 58: Passive versus Active Exposure
  61. Chapter 59: The Inner Social Circle
  62. Chapter 60: Social Media Success Is None of Your Brand's Business
  63. Chapter 61: Conclusion
  64. Index
  65. End User License Agreement