Stop Telling, Start Selling January 18, 2012
Posted by McGraw-Hill Education (Asia) in Management & Organization.Tags: b2b, Business, business development, business to business, CRM, customer relationship, customer relationship management, inspirational, Negotiation, prospecting, sales, sales goals, sales training, selling, success
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Stop Telling, Start Selling
How to Use Customer-Focused Dialogue to Close Sales
Author: Linda Richardson
ISBN: 9780071603829 / 0071603824
©2012 | 3rd Edition | 256 pages | Paperback
Pub Date: MAR-12
Price: US$ 19.00
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Since 1993 Stop Telling, Start Selling has established itself as the classic sales reps turn to again and again. In it, Linda Richardson, reveals the secret weapon of “dialogue selling”–making this the definitive guidebook of the consultative sales movement that is the leading sales movement today.
Dialogue Selling is the best way sales reps can use to differentiate themselves, their products, and organizations in a hypercompetitive world of look-alike products. “Much of what appears to be ‘consultative selling’ today is a masquerade for product selling,” explains Linda Richardson, sales training consultant to many of the Fortune 500 and author of Selling by Phone and Sales Coaching. If you want to earn your customer’s interest, trust–and business–Richardson explains the need to: STOP telling the customer about your product or service and START a true customer dialogue. In this newly revised and updated edition of Stop Telling, Start SellingRichardson shares the critical skills needed to:
- Understand your customer’s personal and business needs
- Position your message so it is important to your customer
- Unlearn manipulative tactics that can kill a sale early on
- Gather customer feedback to adjust your message as you go
- Maintain selling momentum and shorten the sales cycle
Packed with self-tests, scripted selling scenarios and real-world examples, this guide which also features all-new material on “self-coaching,” “peer-coaching,” and “negotiating terms and price.” The result is a revitalized, dialogue-based process designed to pierce the armor of today’s more cynical, tightfisted customers.
About the Author
Linda Richardson is the Founder and Chairwoman of Richardson, a global sales training business and is credited with the movement to Consultative Selling. Other innovations she has spearheaded in the sales training industry are: development of a comprehensive, integrated curriculum dedicated exclusively to sales, commitment to customization vs. generic training, and development of an interactive coaching-type training methodology.
WIKIBRANDS November 22, 2010
Posted by McGraw-Hill Education (Asia) in Management & Organization.Tags: ad blocking, advertising, advertising network, advocacy, affiliate, Ashton Kutcher, B-2-B, b2b, banner ad, banner blindness, best practices, beyond the banner, brand, brand evangelism, branding, button ad, buzzword, caching, click-through, click-through rate (CTR), clicks, collaboration, community, conversion rate, cookie, cost-per-action (CPA), cost-per-click (CPC), CPM, crowdsourcing, customer acquisition costs, customer rating systems, customers, description tag, Digital Capital, DM, do-it-yourself, doorway domain, doorway page, e-mail, email spam, exposure outlets, Facebook, FFA, flash mob, flashmob, Foursquare, frequency cap, Global 20 marketing, Grown Up Digital, Heath Brothers, hit, house ads, HTML banner, hybrid model, impressions, incentivized traffic, interstitials, invisible Web, keyword, keyword density, keyword marketing, keyword research, keywords tag, like word-of-mouth, link popularity, link text, LinkedIn, log file, Made to Stick, manual submission, measurements, meta tag generator, meta tags, metrics, microblogging, mousetrapping, network, Networking, networks, New Paradigm, online, online advertising, online searches, online traffic, opt-out, p-2-p, page view, pagejacking, partner, Partnership, pay per click (PPC), pay per click search engine, pay per lead (PPL), pay per sale (PPS), peer-to-peer technology, podcast, pop-under ad, pop-up ad, prosumerism, rate card, rates, rectangle ad, rep firm, rich media, run-of-network (RON), run-of-site (ROS), search, Search Engine Optimization, search engine spam, search engine submission, search spy, self-serve advertising, SEO, site stickiness, skyscraper ad, social, Social Media, social network, spam, sponsorship, surround session, Tapscott, technology-based immersive customer collaboration, text ad, title tag, top 10, trade shows, trick banner, Twitter, underdelivery, unique visitors, URL, user generated content, value, vertical banner, video, viral, volunteer directory, web, Web 2.0, Web site traffic, webinars, website, wiki, WikiBrands, Wikinomics, Wildfire, WILDFIRE agency, WILDFIRE marketing
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WIKIBRANDS
Reinventing Your Company in a Customer-Driven Marketplace
Authors: Sean Moffitt, Mike Dover, Don Tapscott
ISBN: 9780071749275 / 0071749276
©2011 | 1st Edition | 336 pages | Hardback
Pub Date: DEC-10
Price: US$ 28.00
Website | Learn More
REINVENTING YOUR COMPANY IN A CUSTOMER-DRIVEN MARKETPLACE
FOREWORD BY DON TAPSCOTT, Bestselling author of Wikinomics
“A must-read for business leaders, managers, and just about anyone who wants to recognize and tap into the incredible creative energy of customers and stakeholders.” — Richard Florida, bestselling author of The Rise of the Creative Class
“Marketers should follow the course laid out by Sean Moffitt and Mike Dover, which leads us into a new brand future of pull, not push, and of conversation, not control.” — B. Josep h Pine II, bestselling author, The Experience Economy
“Thoughtful, innovative, and most of all practical. If your organization wants to deploy technology to build better client relationships, Wikibrands will show you how.” — Keith Ferrazzi, bestselling author, Never Eat Alone
“Your brand can share control to create value. With the changing role of consumers, every brand is a lie, not a promise. But Wikibrands offers marketers a rich understanding of how social media can drive engagement for brands that make them true.” — Ross Mayfield , Chairman, President, and co-founder, Socialtext
“A must-read for the hungry marketer!” — Julie Roehm, Backslash Meta, LLC
“The path forward presented in Wikibrands is brightly illuminated, helping change the landscape in an area ready for consumer-driven, open innovation.” — David Smith, Global Managing Director, Accenture, and Co-Author of Workforce of One : Revolutionizing Talent Management Through Customization
“”A behind-the-curtain look at how you should be engaging your customer directly in the branding process. Ignore this important book at your own peril.” — Saul Kaplan, Founder and Chief Catalyst, Business Innovation Factory
What is a Wikibrand?
It’s the next generation of business building that taps into the true power of social networks, brand connections, and customer participation to build real value. It’s a status update on Facebook, a rave on Twitter, a review on YouTube, and so much more. It’s the herald of a new golden age in customer freedom and individualized customer service.
It’s the future of business–and this book is your wake-up call, strategy guide, and road map to what’s ahead.
In Wikibrands, acclaimed media marketing experts Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies–and enthusiastic online communities–one click at a time.
Built on continuing research from Don Tapscott’s trailblazing $10 million research project, which formed the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today’s most successful businesses. You’ll learn how to:
- ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated content
- CREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online culture
- BUILD A COMMUNITY through microblogging, prosumerism, and crowdsourcing
- MAKE A CONNECTION that is truly authentic, collaborative, and value enhancing
Whether you work with an established business and are looking to make it relevant to today’s “wikiconsumers” or are launching a start-up from scratch, Wikibrands offers countless creative ideas for defining and reaching out to your target audience.
You’ll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers, attract a ready-made fan base through shared interests, and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade, used by hot brand names such as Mozilla Firefox, lululemon, and Zappos; industry giants Starbucks, Dell, and Harley-Davidson; and other less well-known organizations.
This is how you turn merely buzzworthy brands into full-fledged wikibrands. Sean Moffitt is President of Agent Wildfire Strategy & Communications, a leading social influence, word-of-mouth, and customer engagement firm. An internationally known speaker and Web expert, he has reinvented brands as a client and partner for Molson, Guinness, Procter & Gamble, and numerous Fortune 500 companies and start-ups. Mike Dover is Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations, for New Paradigm (formerly nGenera Insight), he oversaw the research programs for the bestselling books Wikinomics and Grown Up Digital. He also has provided review support for more than a dozen other books. Continue the reinvention of your business at wiki -brands .com
About the Authors
Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. He is also an internationally respected and connected web expert and sought-after speaker, lecturing to corporations, associations and universities throughout the world on cultural trends and the reinvention of marketing and business. With one foot in traditional business and another in new digital worlds, he has led the efforts behind established brands Molson, Guinness and Procter & Gamble and now partners with many Fortune 500s and startups as an evangelist for web-enabled customer engagement and collaboration in business.
Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World. He also provided review support for more than a dozen other books including Authenticity: What Customers Really Want by Joe Pine and James Gilmore and DIY U Edupunks, Edupreneurs, and the Coming Transformation of Higher Education by Anya Kamenetz.
Don Tapscott is Chairman of the nGenera Innovation Network and an adjunct professor of management at the Joseph L. Rotman School of Management, University of Toronto. He is an international bestselling author or coauthor of eleven books, including Wikinomics, Paradigm Shift, and The Digital Economy. Link in with the net generation at grownupdigital.com.
Publicity
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Mike Dover appeared on ABC News Now’s “Money Matters” to discuss Wikibrands. He spoke to the value technology and its ability to improve the authenticity of conversations with the marketplace, as well as the importance of consumer ownership. To view the clip, please click HERE
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9780071508636 Grown Up Digital
The McGraw-Hill 36-Hour Course Product Development November 22, 2010
Posted by McGraw-Hill Education (Asia) in Management & Organization.Tags: ad, advertise, advertisement, advertising, Apple, b2b, benefit, beta, book, business plan, business to business, Cisco, competition, competitive, concept, copyright, customer, data, design, developing, Development, distribute, distribution, engineer, factory, Finance, forecast, Google, growth, Guide, How-to, idea, ideation, industry, intellectual property, launch, law, legal, life cycle, logistics, manufacture, Market, marketing, mock up, model, modeling, modelling, New, organize, packaging, patent, pr, price, pricing, product, Profit, prototype, public relations, quality, register, resource, retail, revenue, rights, sale, screen, segment, sell, selling, store, Strategy, submission, submit, target, test, time to market, trademark, unit, value
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The McGraw-Hill 36-Hour Course Product Development
Author: Andrea Belz
ISBN: 9780071743877 / 0071743871
©2011 | 1st Edition | 256 pages | Paperback
Pub Date: DEC-10
Price: US$ 20.00
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A complete course in product development—without the tuition!
How do the world’s most creative and successful companies approach product development? With “ruthlessly disciplined innovation,” according to Andrea Belz. It’s a whole new way of ensuring consistent success from the initial product conception to communicating its value to customers.
The McGraw-Hill 36-Hour Course on Product Development provides the techniques you need to know, along with case studies of how companies like Apple, Google, and Cisco create their own remarkably efficient design and engineering processes. Designed as an easy, self-paced “course” complete with chapter-ending quizzes and a final exam, this book explains how to implement best practices for successful product launches every time.
About the Author
Andrea Belz, MBA, Ph.D., (Altadena, CA) is a well-known expert in technology commercialization who provides guidance to global leaders in innovation, including the Jet Propulsion Laboratory and the California Institute of Technology. Her savvy combination of technology review and business analysis has been used by groups ranging from General Electric to NASA.
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9780071435123 Next Generation Product Development
McGraw-Hill Education (Asia)
