The Challenger Customer: Selling To The Hidden Influencer Who Can Multiply Your Results
Four years ago, the bestselling authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising: Being a Challenger seller isn & rsquo;t enough. Your success or failure also depends on who you challenge.Picture your ideal customer: friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out that & rsquo;s the last person you need.Most marketing and sales teams go after low-hanging fruit: buyers who are eager and have clearly articulated needs. That & rsquo;s simply human nature; it & rsquo;s much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to brand-new CEB research & mdash;based on data from thousands of B2B marketers, sellers, and buyers around the world & mdash;the highest-performing teams focus their time on potential customers who are far more skeptical, far less interested in meeting, and ultimately agnostic as to who wins the deal. How could this be?The authors of The Challenger Customer reveal that high-performing B2B teams grasp something that their average-performing peers don & rsquo;t: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson & rsquo;s inability to get an individual stakeholder to agree to a solution. More often it & rsquo;s that the stakeholders inside the company can & rsquo;t even agree with one another about what the problem is.It turns out only a very specific type of customer stakeholder has the credibility, persuasive skill, and will to effectively challenge his or her colleagues to pursue anything more ambitious than the status quo. These customers get deals to the finish line far more often than friendlier stakeholders who seem so receptive at first. In other words, Challenger sellers do best when they target Challenger customers.The Challenger Customer unveils research-based tools that will help you distinguish the "Talkers" from the "Mobilizers" in any organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.
Coaching Salespeople Into Sales Champions - A Tactical Playbook For Managers And Executives
Sales training doesn & rsquo;t develop sales champions. Managers do.
The secret to developing a team of high performers isn & rsquo;t more training but better coaching. When managers effectively coach their people around best practices, core competencies and the inner game of coaching that develops the champion attitude, it makes your training stick. With Keith Rosen & rsquo;s coaching methodology and proven L.E.A.D.S. Coaching Framework & trade; used by the world & rsquo;s top organizations, you & rsquo;ll get your sales and management teams to perform better - fast.
Coaching Salespeople into Sales Champions is your playbook to creating a thriving coaching culture and building a team of top producers. This book is packed with case studies, a 30 Day Turnaround Strategy for underperformers, a library of coaching templates and scripts, as well as hundreds of powerful coaching questions you can use immediately to coach anyone in any situation.
You will learn how to confidently facilitate powerful, engaging coaching conversations so that your team can resolve their own problems and take ownership of the solution. You & rsquo;ll also discover how to leverage the true power of observation and deliver feedback that results in positive behavioral changes, so that you can successfully motivate and develop your team and each individual to reach business objectives faster.
Winner of Five International Best Book Awards, Coaching Salespeople Into Sales Champions is your tactical, step-by-step playbook for any people manager looking to:
Boost sales, productivity and personal accountability, while reducing your workload
Conduct customer/pipeline reviews that improve forecast accuracy, customer retention and uncover new selling opportunities
Achieve a long term ROI from coaching by ensuring it & rsquo;s woven into your daily rhythm of business
Design, launch and sustain a successful internal coaching program
Turn-around underperformers in 30 days or less
Build deeper trust and handle difficult conversations by creating alignment around each person & rsquo;s goals and your objectives
Coach and retain your top performers
Collaborate more powerfully and communicate like a world-class leader
Training develops salespeople. Coaching develops sales champions. Your new competitive edge.
Gotta get me some of that New Marketing. Bring me blogs, e-mail, YouTube videos, MySpace pages, Google AdWords . . . I don't care, as long as it & rsquo;s shiny and new. Wait. According to bestselling author Seth Godin, all these tactics are like the toppings at an ice cream parlor. If you start with ice cream, adding cherries and hot fudge and whipped cream will make it taste great. But if you start with a bowl of meatballs . . . yuck! As traditional marketing fades away, the new tools seem irresistible. But they don't work as well for boring brands (meatballs?) that might still be profitable but don't attract word of mouth, such as Cheerios, Ford trucks, Barbie dolls, or Budweiser. When Anheuser-Busch spends $40 million on an online network called BudTV, that's a meatball sundae. It leads to no new Bud drinkers, just a bad case of indigestion. Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don't. The winners aren't just annoying start-ups run by three teenagers who never had a real job. You'll also meet older companies that have adapted brilliantly, such as Blendtec, a thirty-year-old blender maker. It now produces "Will it blend?" videos that demolish golf balls, Coke cans, iPhones, and much more. For a few hundred dollars, Blendtec reached more than ten million eager viewers on YouTube. Godin doesn't pretend that it's easy to get your products, marketing messages, and internal systems in sync. But he'll convince you that it's worth the effort.
New York Times and USA Today Bestseller
& ldquo;One thing I've learned being around Gary for the last decade is that when he sees new consumer trends or new best practices in marketing, people should listen and act on them. & rdquo; & mdash; Michael Rubin, CEO of Fanatics
In his seventh business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk offers fresh, in-depth advice to enhance brand development, grow sales, and beat the competition using modern advertising strategies grounded in social media.
In his 2013 bestseller Jab, Jab, Jab, Right Hook, Gary Vaynerchuk showed the world how to create winning content for underpriced attention channels. But since then, new platforms have emerged, others have become less relevant, and algorithms are incentivizing new styles of content. New skills are necessary to create advertising that builds brand and sales.
In his latest book, Vaynerchuk argues that today & rsquo;s fast-growing businesses, brands, content creators, and influencers have one thing in common: They mastered storytelling in areas of underpriced attention, which predominantly exists across a handful of social media platforms. Informed by 20+ years of business and marketing success, he contends that the biggest transformation and opportunity is the & ldquo;TikTokification of Social Media. & rdquo; Increasingly, platforms are distributing content based on what users are interested in, rather than who they follow. In Day Trading Attention, Gary offers detailed advice on how small businesses, large corporations, and creators can:
Understand attention & mdash;what it is, where it is, where it & rsquo;s underpriced, and how to leverage it
Produce relevant, strategic content
Use modern advertising platforms to build brand and grow sales in today & rsquo;s rapidly changing environment
To Sell Is Human: The Surprising Truth About Moving Others
Look out for Daniel Pink & rsquo;s new book, When: The Scientific Secrets of Perfect Timing#1 New York Times Business Bestseller#1 Wall Street Journal Business Bestseller#1 Washington Post bestsellerFrom the bestselling author of Drive and A Whole New Mind, and teacher of the popular MasterClass on Sales and Persuasion, comes a surprising--and surprisingly useful--new book that explores the power of selling in our lives.According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than fifteen million people earn their keep by persuading someone else to make a purchase.But dig deeper and a startling truth emerges:Yes, one in nine Americans works in sales. But so do the other eight.Whether we & rsquo;re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we & rsquo;re all in sales now.To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it's no longer "Always Be Closing"), explains why extraverts don't make the best salespeople, and shows how giving people an "off-ramp" for their actions can matter more than actually changing their minds.Along the way, Pink describes the six successors to the elevator pitch, the three rules for understanding another's perspective, the five frames that can make your message clearer and more persuasive, and much more. The result is a perceptive and practical book--one that will change how you see the world and transform what you do at work, at school, and at home.
80/20 Sales And Marketing: The Definitive Guide To Working Less And Making More
Stop "Just Getting By" ... Master The 80/20 Principle And Make More Money Without More Work.When you know how to walk into any situation and see the 80/20's, you can solve almost ANY marketing problem.80/20 can demolish any sales and advertising problem."If you don't know who Perry Marshall is--unforgivable. Perry's an honest man in a field rife with charlatans."- Dan Kennedy, Author, The Ultimate Marketing PlanIf you're a sales and marketing professional, you can save 80 percent of your time and money by zeroing in on the right 20 percent of your market. By page 5 you'll be applying 80/20 & sup2; and 80/20 & sup3; to gain 10X, even 100X the success.With powerful 80/20 software (online, included with the book), you'll apply the Pareto Principle to:
Slash sales & marketing time-wasters (page 117)
Locate invisible profit centers in your business (page 31)
Advertise to hyper-responsive buyers and avoid tire-kickers (page 93)
Gain "Pareto principle" positions on search engines (page 70)
Differentiate yourself from rivals (page 67)
Gain esteem in your marketplace (page 154)
Created by direct marketing and sales consultant and best-selling author Perry Marshall, unique tools show you exactly how much money you're leaving on the table, and how to put it back in your pocket - then reinvest for even greater success.You'll identify untapped markets (page 164), incremental improvements and high-profit opportunities, gaining time and greater income potential.Easy Read"It is an easy read...very accessible, shortchapters, and actually quite entertaining," says Susan Kruger, Master of Education & founder of SOAR Study Skills. This book is peppered with stories that demonstrate powerful sales principles.Optimized for Speed LearningSpecially marked "Pareto Points" help you digest the most valuable 80/20 Principles in 1-5 minutes. Each chapter concludes with a Pareto Summary. The book features an online 1-page "80/20 Cheat Sheet."80/20 = Law of Nature The 80/20 Principle is an inviolable law of nature, which makes it the #1 organizing principle of every business. Perry shows how to laser focus the 80/20 Principle in outsourcing, hiring, publicity, controversy, market research, lead generation, and web traffic; online, offline and social media (page 82). He also shows you how to glean huge insights from tiny clues, not only in your own business but from competitors.Online Marketing Tools Come with the Book Supported by online services including The 80/20 Power Curve, which helps you find invisible money, and the Marketing DNA Test, a personal assessment that zeroes in on your natural selling assets, this timeless guide is a game-changer for seasoned and novice marketers and sellers.
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:
Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
Position a follower so that it can occupy a niche not claimed by the leader
Avoid letting a second product ride on the coattails of an established one.
Valuable Content Marketing: How To Make Quality Content The Key To Your Business Success
Valuable Content Marketing: How to make quality content the key to your business success by Sonja Jefferson
Content marketing is the art of communicating with customers and the target audience without selling. It involves the sharing of information, rather than pitching products and services. As traditional marketing becomes less and less effective, today's marketers need to rethink what they've learned about sales and marketing communication. In order to keep current customers, engage potential customers and make a business stand out from the crowd, they need to create content that is both relevant and valuable.Valuable Content Marketing is written for this business environment showing readers how to generate business through creating compelling marketing content and distributing it effectively. The authors show how to create and share the type of information that clients, customers and search engines really want - on a website, using social media and through traditional print methods. Getting it right means a huge opportunity to connect with clients and customers in ways they appreciate and trust.Jefferson and Tanton explain how to go beyond artfully produced information to content that is of real value to the target audience. Whether starting a business or looking to grow, their book shows marketers and business owners how to get better results from their marketing efforts.Readers will learn: the content options available and how to choose the right channel, what type of information to post on Twitter, Facebook and LinkedIn as well as business blogs and websites, how to define your market niche, how to increase SEO and so much more.
The Illusion Of Choice: 16 .5 Psychological Biases That Influence What We Buy
The compelling new book by Richard Shotton, author of The Choice FactoryEvery day, people make hundreds of choices.Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the 16 & frac12; most important psychological biases that everyone in business needs to be aware of today & ndash; and shows how any business can take advantage of these quirks to win customers, retain customers and sell more.Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.You & rsquo;ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit & ndash; and much, much more.You simply cannot afford to miss The Illusion of Choice.
Building A Storybrand: Clarify Your Message So Customers Will Listen
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times bestselling author and marketing expert Donald Miller. And they are making millions.
If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.
In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers.
The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.
In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses.
His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you:
The seven universal story points all humans respond to;
The real reason customers make purchases;
How to simplify a brand message so people understand it; and
How to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Introduction To Sport Marketing Second Edition By Aaron Smith
Introduction to Sport Marketing is an accessible and engaging introduction to key concepts and best practice in sport marketing.
Aimed at students with little or no prior knowledge of marketing, the book outlines a step-by-step framework for effective sport marketing, from conducting market analysis and developing a strategy, through to detailed planning and implementation.
The book has a wider scope than other sport marketing textbooks, recognising that students are just as likely to have to employ their marketing skills in community sport or the not-for-profit sector as in professional sport, and therefore represents the most realistic and useful sport marketing text.
International Marketing Fourth Edition By Gauri Cateora
International Marketing Fourth Edition by Gauri Cateora.
This book provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this new edition facilitates a deeper understanding of the subject. One of the only books to take a truly international approach, it's an ideal text for students studying international marketing.
