UnSelling

UnSelling

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Stratten, Scott | Kramer, Alison John Wiley & Sons, Inc., 2014 Audio summary available
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IN THIS SUMMARY

UnSelling focuses on the importance of everything except the sale. Scott Stratten and Alison Kramer explain the concept for businesses interested in cultivating repeat customers, not just one-time buyers, and for organizations that want cultures of positive, honest referrals instead of needing to constantly put out fires from unhappy consumers. In short, they explain the big picture of business. A major theme is the connection and the engagement an organization has with its audience. Consumers are more connected now than ever before, using recommendations and referrals from one another before making purchases. Companies are no longer responsible for informing the consumers--they gather the facts themselves. Any business hoping for success in this new market must create connection and loyalty in order to stand out from the pack and become a go-to company.