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The Marketing Book Podcast

Weekly interviews with authors of new marketing and sales books to help you keep up with what’s working in the quickly-changing field of modern marketing and sales. The host is Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Sep 13, 2019

Indistractable: How to Control Your Attention and Choose Your Life by Nir Eyal

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/indistractable-nir-eyal 

You sit down at your desk to work on an important project, but a notification on your phone interrupts your morning. Later, as you’re about to get back to work, a colleague taps you on the shoulder to chat. At home, screens get in the way of quality time with your family. Another day goes by, and once again, your most important personal and professional goals are put on hold.

What would be possible if you followed through on your best intentions? What could you accomplish if you could stay focused and overcome distractions? What if you had the power to become “indistractable?”

International bestselling author, former Stanford lecturer, and behavioral design expert, Nir Eyal, wrote Silicon Valley’s handbook for making technology habit-forming. Five years after publishing Hooked, Eyal reveals distraction’s Achilles’ heel in his groundbreaking new book.

In Indistractable, Eyal reveals the hidden psychology driving us to distraction. He describes why solving the problem is not as simple as swearing off our devices: Abstinence is impractical and often makes us want more.

Eyal lays bare the secret of finally doing what you say you will do with a four-step, research-backed model. Indistractable reveals the key to getting the best out of technology, without letting it get the best of us.

Inside, Eyal overturns conventional wisdom and reveals:

  • Why distraction at work is a symptom of a dysfunctional company culture—and how to fix it
  • What really drives human behavior and why “time management is pain management”
  • Why your relationships (and your sex life) depend on you becoming indistractable
  • How to raise indistractable children in an increasingly distracting world

Empowering and optimistic, Indistractable provides practical, novel techniques to control your time and attention—helping you live the life you really want.

Sep 6, 2019

The Innovation Mandate: The Growth Secrets of the Best Organizations in the World by Nicholas Webb

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/innovation-mandate-nicholas-webb

In this constantly shifting world, companies must innovate if they want to survive. In clear language, The Innovation Mandate shows leaders a step-by-step process to continually generate great ideas, implement them, and maximize their value to benefit both customers and investors.

In today’s ultra competitive marketplace, the difference between success and failure is innovation. From small entrepreneurial startups to global Fortune 500 companies, innovation—the steady flow of new ideas—drives sustained success. It allows a company to:

  • Introduce new products and services
  • Effectively connect with customers
  • Sharpen the supply chain
  • Efficiently manage finances
  • Hire and retain the best people

Without a steady stream of new ideas, even the best company will slow down, atrophy, lose market share, hemorrhage customers, and eventually close or be sold.

The Innovation Mandate offers a clear and straightforward pathway to profitable innovation. It demystifies the concept, making it easy to understand, implement, and measure. The book centers around three simple concepts:

  • Innovation generates profits;
  • Innovation, in the form of new, profitable ideas, can come from anywhere
  • Identifying, harnessing, evaluating, and implementing these new ideas cannot be left to chance

Additionally, the book offers a five-point checklist to ensure your company is innovation ready.

Aug 30, 2019

The Science of Customer Connections: Manage Your Message to Grow Your Business by Jim Karrh

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/science-customer-connections-jim-karrh

Engaging, practical, and immediately useful for any business and its messengers on how to talk about their business and connect with their customers.

The vast majority of word of mouth happens offline, in everyday conversations. In The Science of Customer Connections, Karrh offers simple concepts plus practical guidance for individual professionals, teams, and complex organizations to be part of those conversations in ways that grow their business.

With clear language and a sense of humor, Karrh guides readers step by step to create: 

  • A message that is memorable, interesting to buyers, and built to share
  • A growing set of messengers who include your story in their everyday conversations
  • Management habits that build consistency and scale

 

Readers will be equipped to engage customers and employees, build trustworthiness, and grow profitably―without necessarily having to change their business model, offerings, pricing, distribution, or people. Instead, they can quickly elevate the way that everyone close to the business talks about it, consistently resulting in stronger cross-selling and upselling of additional products and services, higher customer satisfaction, and more consistent employee engagement.

Inspirational real-world examples are presented from entrepreneurs and career changers, growth companies, and large global organizations.

Aug 23, 2019

Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business by Tiffani Bova

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/growth-iq-tiffani-bova

A WALL STREET JOURNAL BESTSELLER

Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ.


Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context.

Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth.

Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance:

  *  Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream.

  *  Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies.

  *  Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path.

Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.

Aug 16, 2019

Flip the Script: Getting People to Think Your Idea Is Their Idea by Oren Klaff

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/flip-script-oren-klaff

THE BESTSELLING AUTHOR OF PITCH ANYTHING IS BACK TO FLIP YOUR ENTIRE APPROACH TO PERSUASION.

Is there anything worse than a high-pressure salesperson pushing you to say "yes" (then sign on the dotted line) before you're ready?

If there's one lesson Oren Klaff has learned over decades of pitching, presenting, and closing long-shot, high-stakes deals, it's that people are sick of being marketed and sold to. Most of all, they hate being told what to think. The more you push them, the more they resist.

What people love, however, is coming up with a great idea on their own, even if it's the idea you were guiding them to have all along. Often, the only way to get someone to sign is to make them feel like they're smarter than you.

That's why Oren is throwing out the old playbook on persuasion. Instead, he'll show you a new approach that works on this simple insight: Everyone trusts their own ideas. If, rather than pushing your idea on your buyer, you can guide them to discover it on their own, they'll believe it, trust it, and get excited about it. Then they'll buy in and feel good about the chance to work with you.

That might sound easier said than done, but Oren has taught thousands of people how to do it with a series of simple steps that anyone can follow in any situation.

And as you'll see in this book, Oren has been in a lot of different situations.

He'll show you how he got a billionaire to take him seriously, how he got a venture capital firm to cough up capital, and how he made a skeptical Swiss banker see him as an expert in banking. He'll even show you how to become so compelling that buyers are even more attracted to you than to your product. 

These days, it's not enough to make a great pitch.

To get attention, create trust, and close the deal, you need to flip the script.

Aug 9, 2019

Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience by Ethan Beute and Stephen Pacinelli

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/rehumanize-your-business-ethan-beute

Accelerate sales and improve customer experience

Every day, most working professionals entrust their most important messages to a form of communication that doesn't build trust, provide differentiation, or communicate clearly enough. It's easy to point to the sheer volume of emails, text messages, voicemails, and even social messaging as the problem that reduces our reply rates and diminishes our effectiveness. But the faceless nature of that communication is also to blame.

Rehumanize Your Business explains how to dramatically improve relationships and results with your customers, prospects, employees, and recruits by adding personal videos to emails, text messages, and social messages. It explains the what, why, and how behind this new movement toward simple, authentic videos—and when to replace some of your plain, typed-out communication with webcam and smartphone recordings.

 •   Restore face-to-face communication for clarity and connection

•    Add a personal, human touch to your emails and other messages

•    Meet people who’ve sent thousands of videos

•    Learn to implement your own video habit in an easy, time-saving way
•    Boost your replies, appointments, conversion, referrals, and results dramatically

If you’re ready to influence, teach, sell, or serve in a more personal way, Rehumanize Your Business is your guide.

Aug 2, 2019

Nincompoopery: Why Your Customers Hate You--and How to Fix It by John Brandt

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/nincompoopery-john-brandt

Find and kill the corporate stupidity that drives customers crazy. CEO and award-winning business writer John R. Brandt offers concrete examples of how any organization--large or small, and regardless of industry--can innovate in ways that delight customers and attract top-level talent.

Nincompoopery--terrible customer service, idiotic business processes, and soul-crushing management practices--surrounds all of us. We lose time, patience, and profits as stuck-in-the-past organizations actively prevent us (and our customers) from getting the value we (and they) deserve. 

Can’t anybody change this? CEO and award-winning business writer John R. Brandt says we can. In Nincompoopery: Why Your Customers Hate You--And How to Fix It, he leverages research across thousands of companies to show leaders how to find and kill the corporate stupidity that drives customers crazy. More importantly, he offers concrete examples of how any organization--large or small, and regardless of industry--can innovate in ways that delight customers and attract top-level talent.

Brandt has worked with hundreds of companies to help them outwit competitors, and in the blunt (and funny) Nincompoopery, he shares his unique blueprint for success. It usually starts by asking a simple question or two, such as

  • Why should our customers have to rekey their data multiple times to make a single purchase?
  • Why are there four levels of approval just to order basic supplies?
  • Why can’t we get qualified candidates for open positions, or provide new employees with decent training?
  • In short: How did we become such nincompoops? And when will we stop? 

Nincompoopery offers leaders the answers they need--and the profits they crave--with a scoop of humor on the side. Enjoy!

Jul 26, 2019

FRICTION―The Untapped Force That Can Be Your Most Powerful Advantage by Roger Dooley

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/friction-roger-dooley

In 2016, $4.6 trillion of merchandise was left in abandoned e-commerce shopping carts. 
 
Every year, the U.S. economy loses $3 trillion dollars in productivity due to excess bureaucracy. 
 
Red tape and over-complicated licenses have contributed to China’s GDP exceeding India’s by $82 trillion over the span of just three decades.
 
If you’re a business leader, these statistics should give you nightmares. According to science-based marketing and business expert Roger Dooley, they illustrate the real and growing threat of “friction,” which he defines as the unnecessary expenditure of time, effort, or money in performing a task. 
 
In today's high-speed, customer-empowered world, the levels of swiftness and efficiency of business transactions will determine ultimate success or failure. In this groundbreaking guide, Dooley helps you spot the inevitable points of friction in your organization, and he provides the tools and insight you need to eliminate them. By truly understanding the impact friction can have, you’ll be able to establish positive habits and eliminate negative ones―all with the end result of building a company that’s the envy of your industry. Friction takes you step-by-step through the process of:
 
•Empowering frank conversations
•Guiding individual and team behaviors
•Getting ahead of friction 
•Optimizing the customer experience 
•Building a frictionless corporate culture
 
Combining scientific research with real-life examples of leaders who have conquered business friction, Dooley teaches you how to identify roadblocks, alter them for the benefit of both business and customer, and create positive, lasting change.
 
If you’re in a leadership position, now is the time to declare war on friction―before your competitors do. Stamp out ridiculous rules, pointless procedures, and meaningless meetings. Become a relentless advocate for the customer and for minimizing customer effort. Lubricate every point of friction and make your company run like a well-oiled machine. 
 
Friction provides the know-how you need to lead your company to industry dominance. 
Jul 19, 2019

From Impossible to Inevitable: How SaaS and Other Hyper-Growth Companies Create Predictable Revenue 2nd Edition by Aaron Ross and Jason Lemkin

 Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/impossible-inevitable-2nd-edition-aaron-ross

Break your revenue records with Silicon Valley’s “growth bible”
This book makes very clear how to get to hyper-growth and the work needed to actually get there

Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn't about magic. It's not about privileges, luck, or working harder. There's a template that the world's fastest growing companies follow to achieve and sustain much, much faster growth.

From Impossible to Inevitable details the hypergrowth playbook of companies like Hubspot, Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign—aka Adobe Document Services (which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records.

  • Pinpoint why you aren’t growing faster
  • Understand what it takes to get to hypergrowth
  • Nail a niche (the #1 missing growth ingredient)
  • What every revenue leader needs to know about building a scalable sales team

There’s no time like the present to surpass plateaus and get off of the up-and-down revenue rollercoaster. Find out how now!

Jul 12, 2019

Leadership in Focus: Bringing Out Your Best on Camera by Vern Oakley

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/leadership-focus-vern-oakley

If a message feels important enough for video, it's likely because you want to move the audience to action potential investors to take a stake in your company, current employees to embrace a new initiative, prospective employees to bring their talents to your organization. 

Your video can help you inspire your tribe the people you want to influence to take action. But if you want them to do more than listen, your audience needs to feel an authentic connection with you. 

Veteran filmmaker Vern Oakley offers strategies that can help you relax and be their best, authentic self in front of the camera. The return on investment will be a stronger connection to those you want to reach; heightened respect, prestige, and interest in their organization; a stronger brand; and a longer-lasting legacy. 

Leadership in Focus is a comprehensive, entertaining guide for leaders who realize that it's not just what you say on camera that's important it's how you say it. Whether a CEO, middle manager, or budding entrepreneur making YouTube videos to influence their tribe, this book will help them rally others around a message.

Jul 5, 2019

Fire Them Now: The 7 Lies Digital Marketers Sell...And the Truth about Political Strategies that Help Businesses Win by Phillip Stutts

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/fire-them-now-phillip-stutts

Your digital marketing firm is failing your business, not delivering on the kind of passion, commitment, and innovation they promised. To ensure that you're getting the best, you need to know how to demand better--by learning from the incredible strategies of the fast-paced arena of political marketing.

In Fire Them Now, Phillip Stutts illuminates common failures within the digital marketing industry and explores the strategies and tactics used in politics that win for businesses. He examines why political marketers are producing some of the most successful marketing in the game--working with limited budgets and tight deadlines while demonstrating unwavering work ethic, adaptability, and proactivity.

This eye-opening guide offers a new pathway for businesses to succeed in an ever-changing economy, providing the tools you'll need to challenge your current digital marketing agency. And if they can't deliver the win, Fire Them Now!

Jun 28, 2019

The Art and Skill of Sales Psychology: Why Buyers and Sellers Do What They Do by Brad McDonald

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/art-skill-sales-psychology-brad-mcdonald

The ART AND SKILL OF SALES PSYCHOLOGY lays out, in accessible terms that any sales professional can understand, how to identify and learn from the psychological motivators that cause buyers and sellers to do what they do. The book offers clarity and control over the sales process to salespeople, and powerful insights on coaching to managers.
This book is a primer for exploring why people do what they do in sales situations. 

If you are in sales and you have ever struggled to understand the mindset of your prospect; if you have ever wondered why honest, moral, ethical people choose to lie to a salesperson; if you have ever wished for more control over sales interactions that seem to ride a fine line between trust and confusion; if you have ever struggled to understand and deal effectively with your own mindset and your own frustrations when selling—this book is for you. It provides critical insights on human behavior that will help you to understand and control your sales calls.


If you are a sales manager or a coach, this book will challenge you. It will ask you to consider the possibility that the best way to help a struggling salesperson may be to help them to create a better understanding of the fears, anxieties, and confusion that often arise about the sales process—both the seller’s and the buyer’s. Understanding this is more essential than drilling your team in the right tactics. Of course, the tactics are important. They’re the answer to the question, “What do I do?” But understanding the “why” behind the tactics might just be the best place to start.

Jun 21, 2019

F#ck Content Marketing: Focus on Content Experience to Drive Demand, Revenue & Relationships by Randy Frisch

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/fck-content-marketing-randy-frisch

F#ck Content Marketing isn't a book for content marketers.

Instead, it's for everyone in the organization who needs better context and direction for how to drive demand, revenue, and relationships with content. Truly effective companies (and marketers) create content experiences, drawing the customer into an immersive infinite scroll that mirrors the consumer experience of Netflix, Spotify, and other billion-dollar brands.

Randy Frisch will push you to rethink how you approach content for complex buyer journeys. The current mindset is all about volume--the more content created, the better. But the reality is that almost 70 percent of content created within an organization is never used, and there's little point investing in content marketing if you're not leveraging the assets you create.

In this book, Frisch unpacks the Content Experience Framework, arming your organization to deliver personalized experiences that leverage your content to engage your audiences at scale--as well as identify and ramp up the key players in your organization who need to own this process.

Jun 14, 2019

Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price by Keenan

Click here for show notes!

https://www.salesartillery.com/marketing-book-podcast/gap-selling-by-keenan

People don't buy from people they like. No! Your buyer doesn't care about you or your product or service. It's not your job to overcome objections, it's your buyer's. Closing isn't a skill of good salespeople; it's the skill of weak salespeople. Price isn't the main reason salespeople lose the sale. Gap Selling shreds traditional and closely held sales beliefs that have been hurting salespeople for decades.

For years, salespeople have embraced a myriad of sales tactics and belief systems that have unknowingly created many of the issues they have been trying to avoid such as: long sales cycles, price objections, no decision, prospects going dark, last minute feature requests, and more. Success at sales requires more than a set of tactics. Salespeople need to understand the game of sales, how sales works, and what the buyer is going through in order to make the decision to buy (change) or not to buy (not change).

Gap Selling is a game-changing book designed to raise the sales IQ of selling organizations around the world. In his unapologetic and irreverent style, Keenan breaks down the tired old sales myths causing today's frustrating sales issues, to highlight a deceptively powerful new way to connect with buyers.

Today's sales world is littered with glorified order takers, beholden to a frustrated buyer, unable to influence the sale and create value. Gap Selling flips the script and creates salespeople with immense influence at every stage of the buying process, capable of impacting the sales metrics that matter: 

  • Shorter Sales Cycles
  • Increased Revenue
  • Elevated Deal Values
  • Higher Win Rates
  • Fewer No Decisions
  • More Leads
  • And Happier Buyers

Gap Selling elevates the sales world's selling IQ and turns sales order takers into sales influencers.

Jun 7, 2019

The Referral Engine by John Jantsch

 Click here for the show notes!

https://www.salesartillery.com/marketing-book-podcast/the-referral-engine-john-jantsch

The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you.

The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.

Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers.

Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: -Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening.

-The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical.

-Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to. The secret to generating referrals lies in understanding the "Customer Referral Cycle"

-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer.

If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine. This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.

May 31, 2019

Why Customers Leave (and How to Win Them Back) by David Avrin

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/why-customers-leave-david-avrin

Discover the 24 reasons people are leaving you for competitors and how to win them back.

In Why Customers Leave, popular customer experience and marketing speaker David Avrin makes a compelling case for customer experience as a bankable differentiator in an era of vast marketplace choices. The book lays out the very visible reasons for the recent shift in customer mindset and expectation, illustrates the myriad ways that companies inadvertently drive customers and prospects to competitors, and offers a multitude of creative strategies and tactics to attract and retain new prospects.

In the book, David explores and articulates the disturbing new dynamic that has arisen from easy-to-find, one-click-away, at-your-fingertips options: "We have become a world of impatient, intolerant and demanding customers, and we move on quickly if inconvenienced in any way. Don't blame the millennials! We have seen the enemy, and it is all of us.

May 24, 2019

Marketing to Mindstates: The Practical Guide to Applying Behavior Design to Research and Marketing by Will Leach

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/marketing-to-mindstates-will-leach

Your nonconscious mind will filter out more than 99 percent of marketing you "see" today. Traditional marketing simply doesn't work in today's complex world. To reach today's customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors--a process called Behavior Design.

In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing readers to temporary moments of influence called mindstates. Using his Mindstate Behavioral Model, he shows you specifically how to create behaviorally optimized messaging designed to activate these mindstates and trigger real emotional engagement.

With this book, researchers and marketers will finally have a practical guide to creating behaviorally designed marketing that psychologically breaks through your customers' nonconscious to drive new behaviors and top line growth.

May 17, 2019

ICONIC: How Organizations and Leaders Attain, Sustain, and Regain the Highest Level of Distinction by Scott McKain

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/iconic-scott-mckain

What if merely “standing out” from your competition isn’t enough to take your brand and business to the highest level? How do you become an iconic organization or leader?

Being distinctive in the marketplace used to be the pinnacle of success. In today’s global marketplace, that mountain has become significantly more difficult to climb. And, with the explosion of social media, the competition for attention -- and customers -- is more intense than ever before. Standing out is not only more challenging than ever, it now has less of an impact on sustained growth. To be a lasting company, leader, or brand on a positive trajectory today, one must become iconic.

In his new book, ICONIC, award-winning author and speaker Scott McKain examines what an iconic organization or leader is -- and helps you attain and retain that rare status. If your company has slipped in its standing (for example, think Sears or Nokia), McKain teaches you how you can regain your position. This is accomplished through unconventional ideas such as:

• Go negative for greater success
• Do not “under-promise/over-deliver”
• Quit selling your products and services

ICONIC is filled with insightful advice and practical examples. It’s not a book merely expressing an unproven, unrealistic theory. ICONIC teaches the critical, specific steps required to attain the highest level of distinction. Each chapter includes study questions to be used in company-wide or departmental focus groups to help you achieve iconic status.

 And, the examples used are not merely another recitation of praise for Starbucks, Apple, Google, Southwest, and Amazon. You will discover the only two factors upon which customers and employees judge your organization. You’ll meet and learn from the millionaire chimney sweep…the valet parking attendant building an iconic craft brewery…the single store steakhouse in the Midwest with higher revenue than New York City’s famed Tavern on the Green…and many more.

 

ICONIC delivers powerful, practical, and precise steps for anyone from a Fortune 500 CEO to a solo-entrepreneur. From major industries to network marketing, there are critical insights awaiting you in ICONIC.

The goal of this book is to is to help you and your organization achieve iconic status through sound research and practical wisdom. After reading ICONIC, you will be ready to take your business to the highest level.

May 10, 2019

The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results by Todd Caponi

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/transparency-sale-todd-caponi

Buyers today have knowledge at their fingertips and most of their information gathering will routinely happen before you even walk through the door or get them on the phone. Armed with information, their guard is up – and they are skeptical.

Today, anyone buying anything relies on reviews and feedback shared by strangers and often trust those anonymously posted experiences more than the claims made by the providers of the products or services themselves. They expect to see the full picture and find out all of the pros and cons before making any purchase. And the larger the purchase, the greater the demand for transparency.

What if the key to selling was to do exactly the opposite of what most sales courses tell you to do?

It may be hard to imagine, but something as counterintuitive as leading with your flaws can result in faster sales cycles, increased win rates, and makes competing with you almost impossible. Leveraging transparency and vulnerability in your presentations and your negotiations leads to faster buyer consensus, larger deals, faster payments, longer commitments and more predictable sales forecasts.

In this groundbreaking book, award winning sales leader Todd Caponi will reveal his hard-earned secrets for engaging potential buyers with unexpected honesty and understanding the buying brain to get the deal you want, while delighting your customer with the experience.

May 3, 2019

The Non-Obvious Guide To Small Business Marketing (Without A Big Budget) by Rohit Bhargava

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/small-business-marketing-rohit-bhargava

Most business guidebooks treat you like a dummy or an idiot. Not this one.

This is a short and easy-to-read guidebook filled with useful, no bullshit, only-what-you-need-to-know, immediately actionable advice for marketing your business or startup. The book focuses on the most common small business marketing challenges, including:

Why is setting a budget the worst way to start a marketing plan?
How can you create unstoppable word-of-mouth for your business?
Why is it a mistake to try and be on every social media platform?

Within these pages you’ll get the answers to some of the most frequently asked questions about how to promote your business like these. Along the way, you'll learn how to fit your entire marketing strategy on a single page, what it takes to create a tagline that people remember, how to buy advertising at a fraction of the "sticker price," why some customers remain loyal while others leave as soon as they get a better deal, and the #1 most important thing about branding that most small businesses forget.

Inspired by real life conversations and experiences with hundreds of small business owners and entrepreneurs, this is the rare guide that will skip all the useless definitions, avoid the fluff and cut right to the point to give you the real-life advice you need to hear with an irreverent "non-obvious" perspective you deserve. From downloadable one page guides to real life stories and examples, this guide will give you the inspiration and tools to put together a winning marketing strategy to grow your business - no matter how much you know about marketing already.

Apr 26, 2019

SPEAR Selling: The ultimate Account-Based Sales guide for the modern digital sales professional by Jamie Shanks

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/spear-selling-jamie-shanks

The ultimate Account-based Sales guide for the modern, digital seller. SPEAR Selling is the battle-tested process for both sales leaders and sales professionals to leverage in their pursuit for greater account-based sales results. Author Jamie Shanks has trained and advised 100's of companies on SPEAR Selling to increase sales pipeline in all types of sales functions (inside sales, field sales, customer success, channel sales). The key to account-based sales results is the focus on upfront planning that leverage key competitive differentiators, used to significantly improve account activation and opportunity creation. Combine this focus on account planning, with a relentless accountability to structured sales activity, and this account-based motion will:


-Increase the volume of opportunities in a territory
-Shorten the timeline to opportunity creation in key accounts
-Increase the conversion of prospective accounts into customers
-Select the right accounts
-Plan & Storyboard the engagement strategy
-Engage with a structured process
-Activate & educate with a Bold & Different strategy than the competition
-Run or Replace (build sales pipeline with an objective framework).

If you or your sales organization is running an account-centric sales motion, and you're not leveraging social proximity as a key competitive differentiator in your account selection process - you've already lost your competitive advantage. Let this book be your guide to being first, bold and different in your service of the modern, digital buyer.

Apr 19, 2019

Smash the Funnel: The Cyclonic Buyer Journey--A New Map for Sustainable, Repeatable, Predictable Revenue Generation by Mike Lieberman

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/smash-funnel-mike-lieberman

Your Sales Funnel Has a Fatal Flaw

The sales funnel was invented over a century ago. No wonder it’s not working like it used to! How can you drive company revenue in an age when customers hold all the power, the lines between sales and marketing have blurred, and business disruption is the norm?

From the authors of Fire Your Sales Team Today! comes another industry redefining guide to business success in the 21st century: Smash the Funnel. Discover how to create an entirely new revenue strategy, whether your buyer is a corporation or consumer, an enterprise or entrepreneur.

Apr 12, 2019

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value by Peter Fader and Sarah Toms

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/customer-centricity-playbook-peter-fader

How did global gaming company Electronic Arts go from being named “Worst Company in America” to clearing a billion dollars in profit?

They discovered a simple truth—and acted on it: Not all customers are the same, regardless of how they appear on the surface. The most successful companies, from Amazon to Best Buy, understand their best customers are their most valuable asset, and they tailor their acquisition, development, and retention efforts to those customers.

In The Customer Centricity Playbook, Wharton School professor Peter Fader and Wharton Interactive’s executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.

Fader and Toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In this book, you will learn how to:
-Develop a customer-centric strategy for your organization

-Understand the right way to think about customer lifetime value (CLV)

-Finetune investments in customer acquisition, retention, and development tactics based on customer heterogeneity

-Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation

-Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide

Fader’s first book, Customer Centricity, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value.

Apr 5, 2019

Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too) by David Cancel and Dave Gerhardt

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/conversational-marketing-david-cancel

Real-time conversations turn leads into customers

Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.

Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:

Merge inbound and outbound tactics into a more productive dialog with customers
Integrate conversational marketing techniques into your existing sales and marketing workflow
Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.

Mar 29, 2019

Clarity Wins: Get Heard. Get Referred by Steve Woodruff

Click here to view the show notes!

https://www.salesartillery.com/marketing-book-podcast/clarity-wins-steve-woodruff

In a world filled with noise and distraction, the secret weapon any business can use to break through is CLARITY. Clarity of strategy (leading to focused direction), and clarity of messaging (leading to sales and referrals). Clarity Wins is a proven handbook to create competitive advantage in any marketplace. The reader will discover the three word packages that deliver results (snippets, stories, and symbols); and the five crucial elements of clear direction and expression (what, for whom, why, how, and where). A brief overview of practical brain science will reveal why every business needs to pigeonhole itself, and what that means in four marketplace dimensions. We don't have to spend a million dollars to rise above the noise and grow referrals. We just need to learn how to be clear.

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