The New Customer Experience
Wiley, 9781118943007, 234pp.
Publication Date: September 29, 2014
UnSelling is about everything but the sell. We put all ofour focus on the individual purchase transaction, while putting therest of our business actions second. We've become blind to customerservice, support, branding, experiences and even product quality.Sixty percent of a purchasing decision is made before a customereven contacts you. We have funnel vision, and it needs to stop.
Unselling is about the big picture: creating repeatcustomers, not one-time buyers. Create loyal clients that referothers, not faceless numbers. Becoming the go-to company forsomething, before they even need you.
You don't need social media, but you can be connecting with yourclients socially. Your video doesn't have to be viral in front of amillion people, just contagious in front of your specific market.Content, connection, engagement. It's time to separate from thepack of noise. It's time to UnSell.