Archive for the 'Marketing' Category

Buyer Personas. How to gain insight into your customers expectations, align your marketing strategies and win more business. Adelle Revella

English: Porter Generic Strategies

Buyer Personas. How to gain insight into your customers expectations, align your marketing strategies and win more business. Adelle Revella 2015. ISBN 9781118961506.  A very well considered book that provides a thorough analysis and playbook on building successful personas for your business.   .  Chapter 10 brings it together on how to help guide sales teams with buyer insights and decision  criteria to allow salespeople to do a much faster and better job of selling.   The pages are full of insights and good practice on this subject.   This is the authoritative text on the subject today and a must buy for all marketers.

Sales Process Excellence. Michael J. Webb

English: Graph is giving an explaination about...

Sales Process Excellence. Michael J. Webb. 2014. ISBN 9780977107223.  Michael sent me this book to review almost a year ago. I let it sit on my review shelf for far too long.  Our firm has used Six Sigma Sales and Marketing as a guidebook since it first appeared in 2006. That book not only impacted how we looked at sales and marketing but what we counselled clients to do.  This has contributed to many successful projects over the years.

This book is even  better than the first. It is long overdue for sales and marketing  to be looked at and improved through a process view.  Taking from the work of  Deming, TQS, Lean and many years of applied experience, the author has built a fully functional analysis model to improve the sales, marketing and service components of your business in bringing increased value to the customer.  This material is as modern as you are going to get in the sales and marketing field.   There are many other great sales and marketing books out there, but they all seem to address just part of the process. This book will drive your company to take the waste out of your Sales and Marketing and drive customer value.  Its a must have for business leaders who  want to really succeed and grow.  To buy it go direct to http://salesprocessexcellence.com/

Hooked. How to build habit-forming products. Nir Eyal

Hooked (Great White album)

Hooked. How to build habit-forming products. Nir Eyal. 2014. ISBN 9780670069323.  The book is very good. Using four stages the author shows you how the user moves from Trigger, to Action, receives a Variable reward and Invests into the product.  Clearly written and easily familiar to any of us with addictive tendencies,  the book is a welcome addition to the literature of making compelling products.  The author makes a clear distinction between products that make the users life better and all the others out there.  A good addition to the work documented by Dan Ariely.   A four hour well written read.

Unselling. The new customer experience. Scott Stratten & Alison Kramer

Cover of "UnMarketing: Stop Marketing. St...

Unselling. The new customer experience. Scott Stratten & Alison Kramer.2014. ISBN 9781118943007. . A pair of almost zany Canadians that write about recent classic sales fails (Unmarketing talked about marketing fails) .  Well written in a jocular style.  Don’t expect a deep analysis , but read this to enjoy the clear joy in learning about obvious dumb moves that many people and companies did with the best of intentions.  A good book for that next boring AirCanada ( Poor you )  flight you find yourself on.    They have an unpodcast and it truly is…a conversation that might say something on topic

The Social Employee. Success lessons from IBM, AT&T, Dell and Cisco on building a social culture. Cheryl & Mark Burgess.

The Social Employee. Success lessons from IBM, AT&T, Dell and Cisco on building a social culture. Cheryl & Mark Burgess. 2014. ISBN 9780071816410.  Very thorough job on what the four firms have done in this space. A very useful book when you are a large firm looking to benchmark your initiatives.  The early chapters give any company good ideas about how to engage your employees and the benefits of spreading the social work around. I appreciated their guidelines to help put bounds around what can be done.   Good easy to read style.

The Fracking Truth. America’s energy revolution:the inside, untold story. Chris Faulkner

Fracking the Ocean

The Fracking Truth. America’s energy revolution:the inside, untold story. Chris Faulkner. 2014. ISBN 9780985070373.  The author started in software and moved from control systems for oil & gas into starting an energy company that benefited form the advances in fracking technology.   There are two sides to any story and he is taking the engineers role of presenting all the facts for you to make your own decisions.  It is a very thorough and I for one appreciated the insights into the whole story.

Fracking is an 100% made in America oil and gas well completion technology that is on track to serve up Americas energy needs safely,  for the foreseeable future at a reasonable price. This will finally free the US from being tied to Saudi Arabia and the volatile Middle East  Increasing proven resources of gas in the US make it a distinct possibility of exporting gas to Europe, which will mitigate most  threats from Russia against the EU.   Also you will learn the background of the misleading comments and outright lies put forth by the Fox documentary called Gasland – which has fueled a complete misconception in the public media.  These falsehoods have taken root as an often told story to become accepted by most with no questioning.  Fracking works in North America because of the geography, infrastructure, skills and competence that is  rarely  found in  other places.

The author shows that the oil & gas industry does a woeful job of telling its side of the  story. In Canada we see that mishandling first hand with the Northern Gateway project, the Keystone pipeline and the oil sands. Like the ways that the politically astute environmental groups destroyed the West Coast timber industry for many years,  similar  groups are determined to do the same to resource extraction.

You will earn about the economics and environmental impacts of hydro, solar, coal, wood and wind energy projects. From the analysis it becomes apparent that the oil & gas sector will remain dominant for many many years, world wide.

Great cross country read in a concise, clear easy to read style.

Buying Customers. Bradley J. Sugars

English: Customers buying up tea before the pr...

Buying Customers. Bradley J. Sugars.  2012. ISBN 9780692017210. The author seems a prolific writer in the area of business coaching.  This book is an easy read , yet it contains enough nuggets of real value to make it worth the read.  It is especially useful if you are an accidental marketing or sales person, coming into these disciplines with little formal training.  I found that although it was extremely and immediately valuable in B2C sales,  there is some very good material for B2B. His website is www.actioncoach.com.  And he takes his own medicine on his website .

Million Dollar Launch. How to kickstart a successful consulting practice in 90 days.Alan Weiss.

English: Consulting the guidebook - At Sennen ...

Million Dollar Launch. How to kick start a successful consulting practice in 90 days.Alan Weiss. 2014. ISBN 9780071826341,. Years ago Alan wrote Million Dollar Consulting , which along with David Maister‘s books really helped me in launching our consulting practise.   This book is the result of years of consulting and seminars after the success of his first book. I found it delightful as always and chock full of pragmatic immediately useful advice. Even though I had reread Million Dollar Consulting 4th edition in 2009,  this book gave me a few more ideas in going forward.  If you are self- employed – this book is required reading.

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Absolute Value. What really influences customers in the age of nearly perfect information. Itamar Simonson & Emanuel Rosen.

Sales

Absolute Value. What really influences customers in the age of nearly perfect information. Itamar Simonson & Emanuel Rosen.2014. ISBN 9780062215673.  A very important book for sales and marketing.  What the authors  are finding in the B2C world will find its way certainly to the B2B world.  The idea is a  pure economic decision is  made with all the needed information and logic rules.  In the absence of all the  information, buyers turn to whatever is available  and often emotion rules- including the impact of  marketing. The authors suggest that in the B2C world, decisions are being made with immediate information from online etc ( reviews, reports, and independent analysis sites) and this the impact=t of old school marketing is less and less.  This often overrides the persons starting preferences and dramatically reduces the impact of some marketing.  If you are in marketing and sales you must read this book and take it to heartt.  we are all B2C consumers and this is impacting us today. And it is a good thing for the buyer and hell on the seller.  I could not put the book down – a very readable style.

Target Opportunity Selling. Top Sales Performers Reveal What Really Works. Nicholas A.C. Read

Selling Fish

Target Opportunity Selling. Top Sales Performers Reveal What Really Works. Nicholas A.C. Read.  2014. ISBN 9780071773072. o The author wrote a definitive book, Selling to the C-Suite where he laid out what buyers are really looking for after interviewing executive buyers over 10 years.  I really liked that book for its easy style and detailed analysis.   This new book tracks what experts sales people , “stars” do consistently to win in today’s complex selling environment. The easy style and analysis continues. I could not put this book down as I rediscovered insights, found new ones and realized linkages that tied into our experiences on page after page.  This material details what really works. It is written for the complex sales cycle in big firms, but many of the situations he writes about are common to most sales situations. So there is something here for every sales person to learn.  Today’s sales person has to respect the buyer and this book shows you the best way to do this.