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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: October, 2022
Oct 28, 2022

The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna

About the Book:

From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales

In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.”

When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business.

But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding.

What they really care about is not failing.

For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and the latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head.

Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industries, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.

Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales.

About the Author:

Matt Dixon is one of the world’s leading experts on sales, customer service, and customer experience. He is a Founding Partner of DCM Insights, The Customer Understanding Lab.

Prior to co-founding DCM Insights, he served as the Chief Product & Research Officer of Tethr, an AI venture in Austin, TX, that helps companies mine customer voice data for insights.

And before that, he spent time as a Senior Partner and the Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and as Group Leader of the sales, service, and customer experience practices of CEB, now Gartner.

Matt is a sought-after speaker and advisor to corporate leadership teams around the world on topics ranging from sales effectiveness to customer service and customer experience and is also a noted business writer.

His first book, The Challenger Sale: Taking Control of the Customer Conversation, was a Wall Street Journal best seller, selling more than a million copies worldwide.

He is also the co-author of the customer experience bestseller The Effortless Experience: Conquering the New Battleground for Customer Loyalty and the follow-on book to The Challenger Sale titled The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results.

Matt is also a frequent contributor to Harvard Business Review with more than 20 articles to date, including many that have appeared in HBR's "Top Ten Must Reads."

And, interesting fact - he’s a huge New York Mets fan!

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

https://www.salesartillery.com/marketing-book-podcast/jolt-effect-matt-dixon

 

Oct 21, 2022

The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David Scott Duncan

About the Book:

A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?

Customers can be a mystery.

Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.

To crack the case, start thinking like a market detective.

David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why.

The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.

The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.”

They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy.

Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.

About the Author:

David Scott Duncan is a managing director at the strategy and innovation consultancy Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations.

He is a leading authority on the theory and application of “jobs to be done,” with extensive experience conducting market investigations around the world.

David is the co-author of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen.

Prior to joining Innosight, he worked as a consultant at McKinsey & Company, earned a Ph.D. in physics from Harvard University, and an undergraduate degree in philosophy from Duke University.

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

https://www.salesartillery.com/marketing-book-podcast/secret-lives-customers-david-duncan

Oct 14, 2022

ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds and Became a Threat to Democracy by Bob Hoffman

About the Book:

In 2017, Bob Hoffman wrote BadMen: How Advertising Went from a Minor Annoyance to a Major Menace. It was selected as Best Of Marketing, 2017 by The Drum.

Five years later Bob revisits advertising’s tracking-based online advertising industry and finds it far more corrupt and dangerous than ever.

In ADSCAM: How Online Advertising Gave Birth to One of History’s Greatest Frauds and Became a Threat to Democracy, Bob concludes that the tracking-based online advertising industry is

“a criminal racket of epic proportions. It is a giant worldwide scam – organized crime at a global scale that has been normalized by involving virtually every major corporation, every pretty-sounding trade organization, and the entire advertising, marketing, and digital media industry."

About the Author:

Bob Hoffman is the author of five Amazon #1-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing.

His books include BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, Marketers Are From Mars, Consumers Are From New Jersey, Advertising for Skeptics, and Laughing at Advertising, all of which have been featured on The Marketing Book Podcast.

He is the creator of the popular Ad Contrarian blog, named one of the world's most influential marketing and advertising blogs by Business Insider.

Bob was the CEO of two independent agencies and the U.S. operation of an international agency.

Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world.

And, interesting fact – In his youth, he responded to an employment ad and was hired to be a writer of adult fiction. He lasted one day at that job.

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

https://www.salesartillery.com/marketing-book-podcast/adscam-bob-hoffman

Oct 7, 2022

Friction: Adding Value By Making People Work for It by Soon Yu and Dave Birss

About the Book:

Friction isn't something to be avoided.

Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value.

You'll learn how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity.

About the Author:

Soon Yu is an international speaker and bestselling author on innovation and design and branding who has been featured in The New York Times, The Wall Street Journal, The Washington Post, and Entrepreneur.

His previous book, Iconic Advantage (featured on episode 161 of The Marketing Book Podcast) won a gold medal award from Axiom Business.

Soon most recently served as Global VP of Innovation at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler.

Prior to that, he worked for Bain and Company, The Clorox Company, and Chiquita Brands, and he was also the founder and CEO of numerous venture-backed startups.

He frequently guest lectures at Stanford University, where he received his MBA, and was a former adjunct professor at Parsons School of Design.

And, interesting fact – he was once the lead singer in an Asian funk band!

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

https://www.salesartillery.com/marketing-book-podcast/friction-soon-yu

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