Customer Marketing

Social media gives you an unparalleled vehicle for connecting and engaging with an unlimited number of customers. Yet this vehicle is different than other, more impersonal forms. With social media, reps become part of their customers' lives. They follow back. They handle complaints immediately. They wish customers "happy birthday". They grow their brands by involving themselves in communities. The Ultimate Online Customer Service Guide gives you the keys to authentic and engaged service to customers through social media.

As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing.

In Selling the Price Increase, celebrated sales trainer Jeb Blount reveals the strategies, tactics, techniques, and frameworks that allow you to successfully master price increase initiatives. From crafting effective price increase messages to protecting hard-won relationships, handling common objections, and making the case for the value you deliver, this comprehensive guide walks you through each step of the price increase sales process.

The Compass and the Nail presents an unconventional perspective of how particular organizations create rabid fan bases, in turn making them more successful and more profitable. Written by Patagonia's former lead strategist for consumer marketing, and advisor to such iconic brands as Seventh Generation and Burton Snowboards, Craig Wilson outlines game-changing insights for providers of any product or service who desire fiercely loyal behavior.

Based on the success story of a small Seattle coffee shop, this little book is a tasty brew of sound principles and instructive anecdotes. As the coffee shop owner looks for ways to retain his customer base, a consultant helps him focus on what really matters. Authors Yerkes and Decker, renowned for their consulting and business savvy, have done their homework and turned Beans into "a business fable taken from real life".

Magnetic: The Art of Attracting Business is a look at how consistently successful businesses are able to attract a steady and ever-increasing flow of customers. This innovative text examines a range of simple, powerful strategies that businesses of any size or type can use to attract new customers. The key is to do those things that harness the power of the single most important factor in buying decisions: positive word of mouth and referrals from happy existing customers.

When you think of a great business, you often think of its clients. They’re not just happy customers; they’re raving fans who’ll take time out of their day to tell you or anyone within range just how much they love that business. They’ll line up before dawn for its latest product offering, create buzz, and treat the brand as a personal status symbol. Does your business have super-fans like this? Do you want them? If so, ...And the Clients Went Wild! is your essential marketing toolbox.

So how do you build a company that matters? Companies and people that matter have successfully become the obvious choices in the hearts and minds of their customers, their employees, and their communities. They elevate themselves by consistently finding ways to solve the most pressing needs their markets face. The result? They create more value year after year and build sustainable, differentiated organizations.

Fred Reichheld's 2006 book The Ultimate Question - that question being, "How likely is it that you would recommend this company to a friend or colleague?" - challenged the conventional wisdom of customer satisfaction programs. It coined the terms "bad profits" and "good profits" and pointed to a faster, much more accurate way of gauging customers' real loyalty to a company. Richard Owen and Laura Brooks are co-developers, along with Reichheld, of the methodology behind answering the question.

Good sales relationships don't just happen. They must be nurtured and developed. From ancient trade routes to modern Internet platforms, sales is one of the world's oldest professions. Throughout the ages, there have been as many ways to sell as there are customers who want to buy. But whether you're a novice or seasoned sales person, no matter what your product or service there is one truth that crosses all boundaries in selling. Selling depends on a relationship.

If you're aspiring to satisfy your customers, then you’re aspiring to mediocrity. That's the fascinating premise of From Impressed to Obsessed, a book that will fundamentally change how you think about creating a successful, beloved business. Acclaimed customer experience expert Jon Picoult explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with - not just shaping their experiences, but also shaping their memories.

Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools - such as benefit laddering and word-of-mouth marketing - that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, Smartwater, the Atlanta Falcons, Domino's Pizza, Bounty, Turner Classic Movies, and many more.

Multi-Screen Marketing is a comprehensive guide to understanding the multi-screen consumer. Written by thought leaders from Microsoft's Advertising division, the book identifies what drives consumer behavior across devices and digital platforms - sequentially, simultaneously, at home, at work, and everywhere in between. The underlying concept is that marketers need to move beyond a technology feature-obsessed approach, where a device's capabilities dictate one's marketing plan, and instead, focus on the underlying needs and motivations of their customers.

In business, if people merely like you, you’re in trouble. They need to love you! Learn how building loyalty and modeling great customer service behavior to develop frontline teams is the key to building raving fans. To thrive in today’s economy, it’s not enough for customers to merely like you. They have to love you. Win their hearts and they will not only purchase more - they’ll talk you up to everyone they know. But what turns casual customers into passionate promoters? Leading Loyalty reveals the principles and practices of everyday service heroes....

The way we do business in the US and across the world has changed. We now meet through Zoom, Skype, Meet, and Teams. Those who sell virtually are likely to suffer a longer sales process. Since 82 percent of communication is non-verbal, virtual communication is difficult.

Today's customers have more buying options than ever before. They don't care if it's direct or indirect. They don't mind if it's not your preferred sales model. And they don't like it when you try to tell them how to buy from you. If you want your customers to keep buying - and your company to keep growing - you need to rethink and retool the way you're selling. You need to go "hybrid". The Hybrid Sales Channel shows you how to integrate, invigorate, and maximize the direct and indirect sales channels you already have.

If there’s anyone who can prevent a bar or restaurant from going belly-up, it’s Jon Taffer. Widely considered the greatest authority in the food and beverage, hotel, and hospitality industries, he runs the biggest trade show in the business and has turned around nearly 1,000 bars and at least that many restaurants.

This book offers an innovative, research-based approach to one of the toughest challenges businesses face today: how to drive success by effectively managing the moments when employees interact with customers. Based on research spanning 10 million employees and 10 million customers around the globe, the Human Sigma approach combines a proven method for assessing the health of the employee-customer encounter with a disciplined process for improving it.

The secret to taking your business from mediocre to meaningfully different? Thinking like a marketer. It's also the secret to moving your organization from status quo to success story, and from busy to profitable. In an accessible, practical new guidebook, acclaimed marketing expert Kate Colbert offers fresh insights into the actions and attitudes that can accelerate your business success, sharpen your daily work, and balance your efforts to create value for customers while capturing value for the bottom line.

Most organizations have the same weakness. There is a gap between their careful plans and what happens at the point where the sales force meets the customer. In his 25 years combating profit-killers for Fortune 500 companies, Gregg Crawford has seen this again and again. Companies have almost everything they need to succeed. All that's missing is one final connection: the last link.