UnSelling: The New Customer Experience
Scott Stratten, Alison Kramer
Format: PDF / Kindle (mobi) / ePub
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.
word to describe this? Source: Reproduced by permission of Chris Hurn. Awesome, right? What would you do if this happened to you?3 You would tell everyone! And he did. Did I mention that he also happens to blog for the Huffington Post? The Ritz-Carlton staff didn't know he did at the time. Being awesome only to influential people means you are just the opposite. The hotel treated this family as they would any other. He just happened to have a platform to share the story on—and he did. One of
into the writing of fake reviews on Yelp called Operation Clean Turf “caught 19 different companies, most of them SEO (search engine optimization) or reputation management firms for hire, that were writing fake reviews for small businesses that paid them.” Yelp had known about the investigation and cooperated. Fake reviews left unstopped would destroy the value of review sites. To keep out fake reviews, Yelp uses a filter that “weeds out 25% of reviews posted. That does not mean that 25% of
to stop trying the same stuff. It's not anyone's job to delete your bad PR e-mails. It is your job not to send them. The world finding out your company employs morons isn't a social media problem. So the employee in question is “in the process of being fired.” Taco Bell issued a statement that the photo was taken as part of an internal contest and that the shells were never served to any actual customers. This is a communication problem between the company and the individual who shared the
short, boring story…it's not. Rather than thank the site for the love, the parent company of Chi, Farouk Systems, turned around and sued the blog—for copyright infringement. Here are just a couple reasons why this is ridiculous. The review was entirely positive, unsolicited by the company, and free. A glowing, unbiased, free review—the gold standard for product companies online. Chi didn't even have to give the site a free flat iron. It's just bad business to try to stop people from saying—to
possibilities for future jobs: working in the automotive industry or working at the Hiram Walker Distillery. Cars weren't his thing, but after graduating with a degree in food chemistry, he was turned down by the distillery. He decided to follow his passion and went to work for a winery in the Niagara region, where he stayed, moving up the ladder until 1992, when he left to start his own company. He found a small distillery in Grimsby, Ontario, purchased the property, and followed his dream of