Archive for October 15th, 2008

Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper

Cirque du Soleil

Image via Wikipedia

Conversational Capital. How to create stuff people love to talk about. Bertrand Cesvet, Tony Babinski, Eric Alper. 2008. ISBN 9780137145508. This is very relevant material as it really delves into the power of WOM.  The book uses so many relevant examples to drive their five attributes home:

  • Rituals eg –  lemon in Corona
  • Exclusive offer – your Ipod , Itunes
  • Myths –Michael Dell started where?
  • Relevant sensory oddity – Altoids
  • Icons – Coke bottle
  • Tribalism – Apple users
  • Endorsement – celebs
  • Continuity – contiguous story

In a time when consumer have unlimited choice they will chose the product that has the richer more meaningful experience (Cirque de Soleil) .  A book for todays’ marketer/CEO. A well written quick easy read to boot.

Related articles by Zemanta
Reblog this post [with Zemanta]

Category: Branding, Marketing

No Comments » | Permalink | Trackback URI

Perfect Selling. Open the door,close the deal. Linda Richardson.

The Rocks Market 8

Image by reg_nordman via Flickr

Perfect Selling. Open the door,close the deal. Linda Richardson. 2008. ISBN 9780071549899.  This is  a quick and easy read built around Richardson’s five steps to success. She addresses how sales professionals think and act about their sales process, strategies, and dialogue. Richardson not only focuses on the “what” to do, but goes to a deeper level with a strong focus on “how” to do it and relevant application.  This book requires careful reading to allow the changes to behaviour to take place. It is very durably bound book, that fits nicely in your sales bag so that it is always available. he has lots of resources on her website

The bulk of the work hits at sales efficiency, but if you pay attention at the beginning of the book,  you will have more effectiveness happening as well.  All in all a traditional sales training approach, which would give newbies a decent process to follow.  The seasoned seller will find benefit in the tools provided.

Related articles by Zemanta
Reblog this post [with Zemanta]

Category: Sales, Sales Efficiency

No Comments » | Permalink | Trackback URI