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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: July, 2022
Jul 29, 2022

Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers by Jeb Blount

About the Book:

A practical guide for successfully navigating the single greatest growth and profit improvement opportunity for B2B enterprises: price increases

The payoff for implementing price increases without losing customers is massive! Effective price increase campaigns are far more effective at boosting topline revenue and generating profits than acquiring new customers.

The problem is that price increase initiatives, whether broad-based or targeted to specific accounts, strike fear and anxiety into the hearts of sales professionals and account managers who are tasked with selling them to their customers.

Approaching customers with price increases sits at the tip top of the pantheon of things salespeople hate to do because they fear that raising prices will reduce sales volume or open the door to competitors.

Yet when sold effectively, customers accept price increases, remain loyal, and often buy even more.

In Selling the Price Increase: The Ultimate B2B Field Guide for Raising Prices Without Losing Customers, 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.

In each chapter, you’ll find practical exercises designed to help you master the Selling the Price Increase system. As you dive into these powerful insights, and with each new chapter, you'll gain greater and greater confidence in your ability to successfully engage customers in price increase conversations.

You’ll learn:

  • How to navigate multiple price increase scenarios: broad-based, targeted, non-negotiable, negotiable, defending, presenting and asking
  • The eight price increase narratives and three drivers of customer price increase acceptance
  • How to neutralize and get past the five big price increase fears and anxieties
  • How to avoid the big mistakes that trigger resentment and drive customers into the arms of your competitors
  • The 9-Box Risk-Profile Framework for targeting accounts for price increases
  • A repeatable process for confidently approaching price increase conversations
  • The Five-Step Price Increase Messaging Framework
  • Proven frameworks for reducing resistance and handling price increase objections
  • How to negotiate profitable outcomes with high-risk profile accounts
  • Winning strategies for coaching and leading successful price increase initiatives

Following in the footsteps of his blockbuster bestsellers Fanatical Prospecting, Sales EQ, Objections, Inked, and Virtual Selling, Jeb Blount's Selling the Price Increase puts the same strategies employed by his clients—a who's who of the world's most prestigious organizations—right into your hands.

Selling the Price Increase is an essential handbook for sales professionals, account managers, customer success teams, and other revenue generation leaders looking for a page-turning and insightful roadmap to navigating the essential—and nerve-wracking—world of price increases.

About the Author:

Jeb Blount is the author of 14 of the most definitive books ever written on sales and sales leadership and is among the world's most respected thought leaders on sales, leadership, and customer experience.

Through his global training organization, Sales Gravy, Jeb and his team train and advise a who's who of the world's most prestigious organizations. His flagship website, salesgravy.com is the most visited sales-specific website on the planet.

And, interesting fact -Jeb Blount is now a member of a very exclusive club: The Marketing Book Podcast 6-Timers Club!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/selling-price-increase-jeb-blount

Jul 22, 2022

Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers by Robert Chen

About the Book:

How do rainmakers consistently and continuously sell their ideas and grow their client base? What is the secret to their ongoing success?

Whether they are in accounting, consulting, investment banking, law, or any other type of professional service, it’s not just their knowledge, experience, and unique services that set them apart.

They succeed by adopting the mindset, mastering the strategies, and employing the tactics at the heart of rainmaking.

In Selling Your Expertise: The Mindset, Strategies, and Tactics of Successful Rainmakers, veteran communications, sales, and leadership consultant Robert Chen provides a practical guide to selling knowledge-based services in a market that demands credibility and subject-matter authority.

Chen and his colleagues at Exec|Comm have helped hundreds of thousands of professionals learn to sell, influence, and negotiate more effectively. This book condenses Chen’s first-hand experience and over 40 years of Exec|Comm’s best sales advice, along with interviews featuring other successful rainmakers from a variety of professions and industries.

Whether you’re a national practice partner at a Big Four consulting firm or an independent attorney just starting out, this book equips you with the real-life knowledge you need to:

  • Develop a client-focused mindset to help build a thriving book of business
  • Use effective strategies to find your ideal prospects and turn them into long-term clients, using concrete metrics to assess whether you’re on the right track
  • Apply practical tactics to build a trusted reputation, sharpen communication skills, manage the challenges of not having enough time to sell, and push beyond obstacles

The perfect book for consultants, investment bankers, lawyers, research analysts, and accountants, Selling Your Expertise is an invaluable resource for any professional who makes a living by selling solutions to their clients’ most pressing needs.

About the Author:

Robert Chen is a Partner at Exec|Comm LLC, a global skills-based training consultancy where he leads the firm’s business development and sales efforts.

In addition to his corporate client work, Robert teaches Advanced Persuasion and Storytelling at the Wharton School for their MBA and Executive MBA programs.

Robert founded Embrace Possibility, a digital media site focused on helping people reach their full potential. In 2013, Robert published his book on goal setting and success, The Dreams to Reality Fieldbook: A Step-by-Step Guide to Get What You Want.

He has shared his perspective on business development, strategic career management, and professional development in numerous articles for Fast Company, Business Insider, and Training Magazine.

Robert holds an MBA from Wharton and double majored in Chemistry and Economics at Cornell University.

And, interesting facts – he has lived in China and Japan, visited the seven continents, got his start in the business world as a student selling Cutco knives and his LinkedIn bio mentions that he is a semi-cool dad at home.

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/selling-expertise-robert-chen

Jul 15, 2022

Marketing Artificial Intelligence: AI, Marketing, and the Future of Business by Paul Roetzer and Mike Kaput

About the Book:

Artificial intelligence is forecasted to have trillions of dollars of impact on businesses and the economy, yet many marketers struggle to understand what it is and how to apply it in their marketing efforts.

The truth is, AI possesses the power to change everything.

While AI-powered marketing technologies may never achieve the sci-fi vision of self-running, self-improving autonomous systems, a little bit of AI can go a long way toward dramatically increasing productivity, efficiency, and performance.

Marketing AI Institute’s Founder & CEO, Paul Roetzer, and Chief Content Officer, Mike Kaput, join forces to show marketers how to embrace AI and make it their competitive advantage.

Marketing Artificial Intelligence draws on years of research and dozens of interviews with AI marketers, executives, engineers, and entrepreneurs.

Roetzer and Kaput present the current potential of AI, as well as a glimpse into a near future in which marketers and machines work seamlessly to run personalized campaigns of unprecedented complexity with unimaginable simplicity.

As the amount of data exponentially increases, marketers’ abilities to filter through the noise and turn information into actionable intelligence remain limited. Roetzer and Kaput show you how to make breaking through that noise your superpower.

So, come along on a journey of exploration and enlightenment. Marketing Artificial Intelligence is the blueprint for understanding and applying AI, giving you just the edge in your career you’ve been waiting for.

About the Author:

Paul Roetzer is founder and CEO of Marketing AI Institute and PR 20/20; author of The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing Artificial Intelligence Conference (MAICON).

As a speaker, Paul is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Paul has consulted for hundreds of organizations, from startups to Fortune 500 companies.

And, interesting fact – Paul’s agency was HubSpot's very first partner agency (2007) and Paul’s office in Cleveland looks out on the Cleveland Guardians baseball stadium!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/marketing-artificial-intelligence-paul-roetzer

 

Jul 8, 2022

Selling Through Tough Times: Grow Your Profits and Mental Resilience Through any Downturn by Paul Reilly

About the Book:

As a sales professional, you know that it’s harder to sell in tough times―whether it’s a recession, industry-wide challenge, or global pandemic.

You may also have noticed that some salespeople and managers not only survive but thrive through tough times. How do they do it? What do they do to thrive through adversity?

Paul Reilly explains it all in Selling Through Tough Times:

Customers buy differently in tough times, so salespeople need to sell differently in tough times. In this eye-opening and indispensable guide, he shows how to develop the right mindset and adapt your skills to prevail in even the most challenging selling climate.

His plan includes both immediate, hands-on action plans (including six Daily Mental Flex activities) as well as longer-range strategies to ensure you (and your team) never get caught on the back foot again.

While the principles of selling are constant, Reilly demonstrates how changing your tactics in tough times will not only help you through current difficulties but help you emerge stronger.

You’ll discover how to redefine value in customer terms, reposition products and services, and how to employ different persuasion tactics.

You’ll also learn how to select and pursue the right opportunities, win more deals, and―crucially―protect profit by embracing the “tough timers” mental attitude.

Tough times are inevitable and often unpredictable. But in Selling Through Tough Times, you’ll find the tools and mindset you need to power through them―and come out on top.

About the Author:

Paul Riley is a speaker, sales trainer, and author. He is the co-author of Value-Added Selling and hosts The Q&A Sales Podcast.

In his extensive sales career, Paul has sold through tough times and against tough competition. He cut his teeth in the commoditized propane industry – a notoriously price-sensitive and competitive market. He sold tools and fasteners in the construction industry during the Great Recession and sold medical equipment during one of the most uncertain times in the healthcare industry.

And, interesting fact – he has a degree in marketing and is a fanatic golfer who has hit a hole in one!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/selling-through-tough-times-paul-reilly

Jul 1, 2022

From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans by Jon Picoult

About the Book:

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.

Picoult explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, and Southwest Airlines), as well as fast-growing startups (like BILT and Framebridge), use to shape people’s perceptions and sculpt unforgettable impressions―thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors.

Packed with intriguing case studies, engaging stories, and eye-opening research, the book details these proven principles and illustrates how they can be applied to almost any type of business or customer. Examples include cases that show how to:

  • Create Peaks & Avoid Valleys―leverage the science of memory to etch positive impressions in people’s minds, by creating greater experiential peaks and fewer experiential valleys.
  • Give the Perception of Control―the almost magical power of giving customers a sense of agency, via choice and expectation-setting, causing them to feel better about the experience a business is already delivering.
  • Make It Effortless―make interactions easy for customers, not just from a physical perspective, but also from a cognitive one, to satisfy today’s demand for simplicity and convenience.
  • Stir Emotion―harness the power of emotion as a memory cue, by infusing customer experiences with emotional resonance, highlighting positive feelings while stemming negative ones.

No matter what kind of constituency you serve―customers or colleagues, individuals or institutions, employees or employment candidates―this book will help you do it with distinction.

Picoult’s message is particularly relevant for managers, as he shows the parallels between how great companies cultivate engagement with customers, and how great leaders accomplish the same with their workforce.

From Impressed to Obsessed reveals the what, the why, and― most importantly―the how behind great customer experiences. Filled with actionable insights, the book provides an invaluable roadmap for becoming the company that everyone wants to do business with, the employer everyone wants to work for, and the leader everyone wants to follow.

About the Author:

Jon Picoult is the founder of Watermark Consulting and a leading expert in customer and employee experience.

Jon has been featured by dozens of media outlets, including The Wall Street Journal, the New York Times, NBC News, and Forbes.

He has advised C-Suite leaders at some of the world’s foremost brands, helping companies capitalize on the power of loyalty – both in the marketplace and in the workplace.

Jon earned his bachelor’s degree in Cognitive Science at Princeton and holds an M.B.A. from Duke.

And, interesting fact – his introduction to the business world was working at his campus radio station!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/impressed-obsessed-jon-picoult

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