Thursday 2 February 2017

Book ~ "UnSelling: The New Customer Experience" (2014) Scott Stratten

From Goodreads ~ "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". 

I watched Marketplace Friday and the episode was about fake video testimonials: inside the world of fake reviews.  A woman from outside Toronto hires herself out as a spokesperson (supposedly she's a financial planner, a customer, a nutritionist, etc.) in many different videos providing fake online testimonials.  The sales expert Marketplace consulted about this was Scott Stratten.  He was interesting and they mentioned he is the author of a book (among others) called UnSelling so I thought I'd check it out.

I'm not a sales person but I think when you work for a company, regardless of your role, we are all sales people, not only promoting whatever the product or service is but also the customer experience and branding.  So that's why I like reading books like this.

The book isn't about how to sell whatever your product or service is.  It's focused on the after sale.  It goes without saying that without new sales, companies couldn't survive.  Many times companies work so hard to get the new client ... and then move on to focus on the next new client.  They forget to focus on existing clients and letting them know they are important and that's what this book is about.

I liked the writing style.  It is very conversational, casual and amusing and though I was reading his book rather than an audiobook, I could hear Scott's voice.  He seems like he'd be a fun guy to sit down and talk with.  There were many examples of what companies have done well with/for their customers and what companies haven't done so well.  There are lots of links and I found myself going to them to learn more about the experiences Stratten talked about, some being his own.

I look forward to reading his other books and hope sometime to see one of his keynotes.

1 comment:

KRW Injury Lawyer said...

This is not a book for sales people, or a book for marketing people, it is a book for business people, and people in businesses, because we are all sales and marketing people now.