UnSelling: The New Customer Experience

UnSelling is about seeing the bigger sales picture. From the top–selling authors of UnMarketing , this new book turns traditional wisdom on its head. Looking beyond a narrow sales funnel, and seeing what really influences purchase and repurchase decisions today. In UnSelling , you’ll learn why one negative review can outweigh a thousand social media followers if it isn’t handled correctly. You’ll learn why a blog post with a catchy headline can actually be bad for business if it isn’t written well. You’ll learn why the people you hire matter more than the tasks you hire them to do. These and countless other underappreciated truths add up to a new way of thinking about business that will completely change the way you sell, for the better. In a world where trends, technologies, brands, and business come and go in the blink of an eye, it may be difficult to believe that creating real community, customer loyalty, and repeat buyers is the way to lasting success. After reading UnSelling , there will be no doubt in your mind that it’s true. Up to 60 percent of all purchases are made before the sales pitch even begins, yet we still focus on the sales funnel above all else. UnSelling is about removing this “funnel vision,” reaching out to clients in a meaningful way, and becoming the go–to brand. The sales figures will follow. Scott Stratten & Alison Kramer

Chapter 1: UnSelling Chapter 2: Joshie is Branding Chapter 3: Funnel Vision Chapter 4: Scott’s remedies for funnel vision Chapter 5: Pulse Chapter 6: Air Canada vs. Westjet. Chapter 7: External Pulse Factors and Trends Unpaid internships are the new barrel suit Chapter 8: Our Return Policy Is For You To Not Return Chapter 9: Taking the Customer Pulse Internal customer factors and AIM Chapter 10: Are you in the customer tolerating business? Chapter 11: Internal Factors and AIM Chapter 12: Aspiring to be a Jedi Chapter 13: Information Open Plan Offices Make People Unhappy Chapter 14: Motivation Chapter 15: Why there will be a whole lot less check ins in Boston It’s not me, it’s you Chapter 17: Avoid the brand attack Chapter 18: The Three Types of Pulse We Need To Pay Attention To Chapter 19: The Game Of Loyalty Chapter 20: What Really Matters in Branding Chapter 21: The Pulse of an UnAwesome Industry Chapter 22: Kitestring Chapter 23: Taking My Pulse Chapter 24: Big Ass Chapter Chapter 25: Direct vs Moral Offense Chapter 26: Offensive Real Estate Chapter 27: The Moral Offense Chapter 28: The Politics Of Engagement Chapter 29: Insubordinate customers Chapter 30: Outrage Outreach Chapter 31: The impenetrable brand Chapter 32: Pivot Chapter 33: Hiring at Rock Bottom Chapter 34: From the walkman, to the ipod Chapter 35: Why I didn’t invent Spanx Chapter 36: What happens when you Pivot and no one notices? Chapter 37: Netflix vs Blockbuster Chapter 38: The Secret World of Book Publishing Chapter 39: CrowdFunding They Built A Solid Brand They Built A Customer Base They Built Relationships They Got Momentum Early IMPORTANT: They Had A Realistic Funding Goal They Got Press Early They Spent Time/Money On An Awesome Video! They Offered A Great Product Then, Make Sure You Deliver Chapter 40: Customer reviews – the good, the bad and the future. The Good. The Bad. The future. Chapter 41: Beware Of Mountain Climbers Who Sell Equipment Chapter 42: Social Media by the Dozen Social media explained By @EliLanger on Twitter Chapter 43: What Really Matters in Social Chapter 44: Who polices the police presentations? Chapter 45: How Not to Apologize Step one: Social media fark up. Step two: Initial half–ass apology: Step 3: The “Oh crap, this is really taking off” apology Step four: SHUT IT DOWN!!!! SHUT IT DOWN!!!! Step five: Blame hackers/virus/research Step Six. Known from here on out as pulling a Miller. Chapter 46: Lack of Tartar Sauce Tact Chapter 47: Your community is an allen key Chapter 47: Return the Brand High–Five Chapter 49: Stopping the Share Flattening Out Word Of Mouth The Choice Not To Share The Sharing Group Hula Hoop Mobile The Bribe No Photos Please Pin The Tail On The Brand Chapter 50: The Value of a Read aka Sensational Headlines are Evil Chapter 51: AVOID THE CLEANSE: HOW TO KEEP YOUR SUBSCRIBERS Recognized, Relevance, Relationship The best way to get your email opened is to write content worthy of being opened. Chapter 52: Should you Trade in Trade Shows? Chapter 53: What Really Matters in Speaking Chapter 54: What Really Matters in Podcasting  Chapter 55: What Really Matters in Blogging 1. No ROI 2. Industry regulations 3. No time 4. B2B 5. I’m scared of negative comments and reactions. Chapter 56: Company created community Chapter 57: Forty Creek Chapter 58: Passive vs Active Exposure Chapter 59 – The Inner Social Circle. Chapter 60: Social Media Success is None of your Brand’s Business Chapter 61: Conclusion 

SCOTT STRATTEN & ALISON KRAMER are cohosts of not only The UnPodcast, but five children, two dogs and two cats. This is their fourth bestselling book together, which represent their thoughts on the changing world of business through their experiences of entrepreneurship, two degrees (Alison), not lasting long as an employee (both) and screaming at audiences around the world (Scott, Alison is more polite). They were put on this earth to remind the world that not all Canadians are passively polite. Businesses like PepsiCo, Saks Fifth Avenue, Cirque du Soleil and others have been brave enough to want their advice, to the point that Scott has been named one of the Top 5 Social Media Influencers in the world by Forbes.com. They now spend their time keynoting conferences around the world and realize they rank 10th and 11th in order of importance in their home.