Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Good Thinking: A Guide to Qualitative Research Review

Good Thinking: A Guide to Qualitative Research
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Good Thinking: A Guide to Qualitative Research ReviewThe Strategy of Desire (Classics in Communication and Mass Culture Series) is typical of the research trail that Gordon has explored back to the very roots of so-called 'qualitative' consumer research. Emergency reading for 'quants' in this field.
At One Big Idea Consulting Limited NZ., Gordon's historical overview is a key part of the Education & Training modules in every client's first 100-Day Action Project.

Professor Gordon's first book Qualitative Market Research: A Practitioner's and Buyer's Guide is also highly recommended for its forthright guidance for buyers of consumer research.
Not so easy itself to find, but worth paying the high price for a 'good' copy from an Amazon Used Seller. One incisive insight from Gordon will soon pay-off the book cost plus its S&H.Good Thinking: A Guide to Qualitative Research Overview

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Great Customer Connections: Simple Psychological Techniques That Guarantee Exceptional Service Review

Great Customer Connections: Simple Psychological Techniques That Guarantee Exceptional Service
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Great Customer Connections: Simple Psychological Techniques That Guarantee Exceptional Service ReviewIn his new book Great Customer Connections, Rich Gallagher has done us all a favor by calling our attention to the need for a more positive approach to dealing with customers, service people, and indeed everyone in our lives. Positive behavior generates positive results.Speaking from a strong understanding of behavioral psychology, Rich's tenets and the vignettes in his book generate a wonderful teaching manual for customer service situations and indeed for communicating in our day to day lives. A book directed toward business ethics and customer service, I see this book as also a way to teach something we sometimes forget: basic manners when dealing with others. I'm all for encouraging communication skills and re-instigating the use of "Please," and "Thank you," and "May I help you?" in our day to day lives. Gallagher notes that those businesses that are most successful are the ones that provide excellent customer service, that treat all people at all levels in the company with respect, and that know how to react with class to both positive as well as challenging situations. Great Customer Connections is a fabulous learning tool for teaching these communication success strategies.
Lucy Lewis
Co-author, Create Your Own Family Originals


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The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches Review

The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches
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The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches ReviewThis book is a good read and I highly recommend it for the financial services professional. Mr. Nagdeman conveys experience and wisdom. In my experience as a business coach and consultant, I've come across many financial services professionals who are stuck in a rut using the same marketing techniques as everyone else and trying to keep up with their competitors. This book instills structure and "Tactical Implementation" using branding as foundation, to help financial service professionals to differentiate themselves.
The author sums up this problem neatly when he writes, "Unfortunately, many financial services executives fail to distinguish between strategically oriented, integrated marketing programs and specialized marketing activities implementation activities. For many, the 'M-word' is clearly a synonym for advertising or various others forms of promotion and tactical implementation - from direct mail programs and brochures to convention activities and chachkas." This illustrates the core problem with marketing in this industry- too much copycat behavior, too little differentiation. The real benefit of the book is the knowledge that you gain after establishing this problem, teaching you what to do to stand out and gain clients.
This book is a great addition to the library of the seasoned Financial Services professional, and a good foundation for the novice just entering the industry.
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Identifying Hidden Needs: Creating Breakthrough Products Review

Identifying Hidden Needs: Creating Breakthrough Products
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Identifying Hidden Needs: Creating Breakthrough Products ReviewMost experts fail to explore the foundation of innovation: research. Authors Keith Goffin, Fred Lemke and Ursula Koners believe most new products fail because they are not based on research that uncovers consumers' "hidden needs." Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients. The authors try to put a human face on ethnographic research by supplying several case studies per chapter, but that does little to relieve the dry and technical nature of the subject matter. The text is not for the casual reader. For market researchers and product developers, however, getAbstract believes this treatise will offer new, worthy ideas and methods presented in a variety of formats with charts, graphs, grids and more.Identifying Hidden Needs: Creating Breakthrough Products Overview

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Frontline Profit Machine: The Khoury Blueprint for Exploding Profits at the Point of Sale Review

Frontline Profit Machine: The Khoury Blueprint for Exploding Profits at the Point of Sale
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Frontline Profit Machine: The Khoury Blueprint for Exploding Profits at the Point of Sale ReviewThe retail sales floor and your other customer contact points are your company's "Frontline." Most of your sales happen here as your staffers interact with your clients. Yet many companies fail to take full advantage of this potential. To maximize your sales, first motivate and train your frontline employees. Sales performance consultant Ziad Y. Khoury provides a blueprint (somewhat grandly named the "Khoury Performance Equation" or KPE) that your company can use to optimize its sales. He designed his program to help businesses create the best environment for frontline employees to enable and encourage them to sell more. His system is detailed, if not highly original. Its major benefit is Khoury's practical advice on building point-of-contact sales. getAbstract finds that this specificity makes the book useful to retail store managers and other executives who deal with the buying public.Frontline Profit Machine: The Khoury Blueprint for Exploding Profits at the Point of Sale Overview

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I'd Rather Have a Root Canal Than do Cold Calling (Second Edition) Review

I'd Rather Have a Root Canal Than do Cold Calling (Second Edition)
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I'd Rather Have a Root Canal Than do Cold Calling (Second Edition) ReviewThis is the best book ever on the subject of telemarketing and prospecting...often (and sadly) referred to as COLD CALLING. Written with a sense of humor and a healthy balance in the reality checkbook, it steers clear of the canned script ideas perpetuated by so many of the "sales-gurus" and focuses on achievable goals (just making the call is seen as a success) and realistic, friendly dialogue with the person on the other end. What I enjoyed most is Ms Greene's "angle" that the caller not be so-damn-clever and put him/herself in the listener's place and make the process enjoyable and informative as opposed to adversarial. Read the book, visit the website, subscribe to the free e-sales-tips and take advantage of the author's offer for a hour of free coaching. What a bargain! A fun, fresh and human approach to a necessary element of building a contact base.I'd Rather Have a Root Canal Than do Cold Calling (Second Edition) Overview

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The Graphic Designer's Guide to Pricing, Estimating, and Budgeting (Third Edition) Review

The Graphic Designer's Guide to Pricing, Estimating, and Budgeting (Third Edition)
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The Graphic Designer's Guide to Pricing, Estimating, and Budgeting (Third Edition) ReviewGraphic Designer's Guide to Pricing, Estimating & Budgeting offers a fine survey on how to create a profitable graphic design business. It comes from a designer who covers everything from handling competition to managing budgets and this third edition has been updated to include more information on time management, Web considerations and multimedia pricing, and more. Designers simply must have this business guide!
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Sales Mastery: The Sales Book Your Competition Doesn't Want You to Read Review

Sales Mastery: The Sales Book Your Competition Doesn't Want You to Read
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Sales Mastery: The Sales Book Your Competition Doesn't Want You to Read ReviewThis book is one of the best books I have read on Sales. Too many books focus on theory and how huge organizations have been successful. This books gives you concrete practical steps to take to increase sales for a single salesperson, small organizations, or big companies. Ultimately, big companies are built and maintained by the individual successes of each salesperson so sales books and training need to focus on individual production and motivation. SalesMastery does that. Get the book. Read it. Apply it. Enjoy the abundance that follows.Sales Mastery: The Sales Book Your Competition Doesn't Want You to Read Overview

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Hardball Selling Review

Hardball Selling
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Hardball Selling ReviewThe mere mention of "high-pressure sales tactics" makes most sales managers cringe. But the problem, says veteran salesman and author Robert L. Shook, isn't that salespeople are using such tactics, but that they are using them incorrectly. Legions of sales professionals have learned to back away from tough and aggressive techniques that work. In fact, if you use hardball techniques properly, your prospects will never know. Shook suggests that the "relationship selling" pendulum has now swung so far in one direction that it's hurting sales. Unless you give your prospect the motivation to buy, you'll leave the office with a smile but without a check. Shook believes in keeping the upper hand, guiding the client along and not backing down an inch when it comes to facing "not now" excuses. As his many colorful sales anecdotes suggest, you can't deny the effectiveness of a strong approach when it comes to closing the deal. How much you like this book, however, will probably depend on how much you hate pushy salespeople. That said, we find that the book is full of good ideas. And if you don't snap it up soon you may miss your only opportunity...well, you know the rest.Hardball Selling Overview

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Ethnography for Marketers: A Guide to Consumer Immersion Review

Ethnography for Marketers: A Guide to Consumer Immersion
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Ethnography for Marketers: A Guide to Consumer Immersion ReviewEthnography is about "living with the tribe" and understanding holistically the significance of what they say and do. In recent years since the mid-1990s, this school has grown increasingly attractive for marketers and researchers simply because classic phone surveys and focus groups have not fully explained consumer behaviour. Researchers want, and need, to go deeper.
Here, Hy Mariampolski - who is globally acclaimed in research circles as a challenging, articulate champion of qualitative research - literally writes the book on the art and science of "immersion" amongst the consumer tribes we study.
Thoughtful, practical and above all inspiring - this will help researchers confidently go where too few of us have gone before: into the everyday lives of those once-distant (phone interviews?) respondents. I unreservedly recommend it. This volume has proved an excellent guide for two of my projects already.Ethnography for Marketers: A Guide to Consumer Immersion Overview

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The New Job Security, Revised: The 5 Best Strategies for Taking Control of Your Career Review

The New Job Security, Revised: The 5 Best Strategies for Taking Control of Your Career
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The New Job Security, Revised: The 5 Best Strategies for Taking Control of Your Career ReviewI adopted these strategies about a year ago to help me through a career transition. I owe a debt of gratitude to this book, as it has truly enabled me to find not only work that I love, but also compensation that I am very happy with. I am such a believer that I was really excited to buy it for a second time with this revised edition of the original, which has some great insight on modern social networking.
This book has been an indispensable tool for me. The author's techniques and strategies are quite simple and logical, but were nonetheless eye-opening. After reading this book for the first time, I found myself saying, "This is so obvious...why haven't I been doing this all along?" For me, the answer is that I never went through any formal education on how to manage my career. I mistakenly thought that I would naturally be good at it. But really I was stuck in a rut of complacency, letting my career just sort of "happen." This book teaches you to seize control of your career. Use the 5 strategies (#1 Send Clear Signals, #2 Market for Mutual Benefit, #3 Stop Looking For Jobs, #4 Build Sustainable Networks, #5 Negotiate In Round Rooms) laid out in this book, and you will find that yourself working "smarter, not harder."
I am not a natural "networker," so I found the homework assignments to be particularly effective.
WARNING: DO NOT LEAVE HOME (or make a single phone call) without a well-practiced "Elevator Story" (p.31), or PAR -Plan Action Result- Story (p.22). These simple exercises take only minutes to do, but really will set you apart from the pack in both casual conversation and in formal interviewing. The book is full of similar helpful assignments and techniques and really will make you look impressive.
Whether we like it or not, networking has become an absolutely essential component of our careers. Embrace networking, and you will see it will take you places faster than you could imagine. This book will teach you how to do this. If you want to direct the trajectory of your career, than this book is a must have.The New Job Security, Revised: The 5 Best Strategies for Taking Control of Your Career Overview

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Why Are We Bad at Picking Good Leaders A Better Way to Evaluate Leadership Potential Review

Why Are We Bad at Picking Good Leaders A Better Way to Evaluate Leadership Potential
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Why Are We Bad at Picking Good Leaders A Better Way to Evaluate Leadership Potential ReviewMost leaders look good on paper - they are confident, they work hard and they are smart - and yet most of them fail to live up to expectations, according to Jeffrey Cohn and Jay Moran in this book. The book describes how there are seven key leadership attributes - integrity, empathy, emotional intelligence, vision, judgment, courage and passion - and good leadership selection decisions depend on accurate assessment of these attributes.
*Integrity is the fundamental leadership attribute. It includes honesty, consistency and solid ethics. It can be assessed with 360-degree referencing and with questioning involving hypothetical hard-to-recognize ethical dilemmas.
*Empathy is important for creating trust in followers. One way to assess a leader's empathy is through a simulation exercise requiring decisions and communication under strenuous conditions.
*Emotional Intelligence can be assessed through group 360-degree interviews and through questions designed to probe a leader's awareness of his or her own weaknesses and willingness and ability to learn from mistakes and grow.
*Vision is what enables leaders to take people to a new place. It can be assessed through a leader's ability to ask big unusual questions and articulate a theme as a story.
*Judgment is what a leader relies on to achieve a vision. Hypothetical case studies which require problem-solving ability provide one way of assessing this attribute.
*Courage and grace under pressure are required when a leader faces inevitable conflicts, competing forces and adversity. The attribute can be assessed by probing a leader's commitment to core values, ability to navigate uncertainty, and patience to endure.
*Passion provides a competitive fire necessary to overcome obstacles. It can be assessed through questions designed to dig beneath the surface to find out where the leader's drive comes from.
There are plenty of books on leadership which describe the character and attributes of a good leader, but there are few which give detailed insight into ways of assessing each of those attributes in a potential leadership candidate. This book provides a convincing description of the well-thought-out leadership assessment approach used by the authors, and anyone involved in leadership selection will find it useful.
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Successful Interviewing and Recruitment: Structure the interview; Identify exceptional candidates; Hire the best person for the job (Sunday Times Creating Success) Review

Successful Interviewing and Recruitment: Structure the interview; Identify exceptional candidates; Hire the best person for the job (Sunday Times Creating Success)
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Successful Interviewing and Recruitment: Structure the interview; Identify exceptional candidates; Hire the best person for the job (Sunday Times Creating Success) Review
How often have you been to an interview only to find that it is a training session for an interview? Probably more times than you wish to recall ... or actually realised! The `interviewing game' is highly important and Dr Rob Yeung comes to the rescue of the inexperienced with helpful suggestions on the many proven techniques which leading organisations now use to find the right candidates, and spot what is going on...on both sides.
INTERVIEWS: WHAT A LOAD OF RUBBISH!
Characteristics of the good interviewer/interviewee attract a great deal of rubbish comment in the press, and in books, so it is refreshing to find Yeung's treatment of what is a painful experience for most people.
Finding the right person and ensuring that the right buttons have been pressed is as difficult as anything one can do in working life. I had always thought `getting that job' was about luck. Wrong! Yeung's view is that it's about preparation, and his final words cover `The 10 commandments' at the conclusion of the book which candidates should note and memorise carefully.
There are 14 chapters covering the following issues:
*why learn to interview properly?
*structuring the interview
*developing your questioning skills
*avoiding poor questions
*honing your listening skills
*preparing to interview
*opening the interview
*competencies and example interview questions
*discussing money
*wrapping up the interview
*rating candidates and making a decision
*evaluating and improving the interview process
*creating useful interview documents
*final words
THE FUNNELLING AND STARS TECHNIQUES
Most people reading this review, which is designed primarily for my law trainees as a forensic technique, will recall their examinations and the techniques used to revise for law exams. "Funnelling" on page 26 is an excellent device and complimented by Yeung's STARS acronym for the employer covering: situation, task, actions, result, summarise.
The importance of STARS is two way. As an interviewee you want it to be a two-way interview otherwise how are you going to work with these people! As an interviewer, you must structure what you want to ask.
It's not quite like a cross-examination where I will develop points which arise from answers given, but I will have thoroughly prepared my questions in advance in the areas where there are issues between the parties but I have to be flexible if the evidence given does not `come up to proof' as we put it.
But you have to `come up to proof' in the interview thus avoiding poor questions (and poorly prepared questions) which are common errors.YOU CAN ALWAYS DO BETTER
I came away from Dr Yeung's work glad to have read something which confirmed my best and worst thoughts about technique. He is right to say that interviewing is a skill, but it is also one which can be meticulously learnt with proper preparation and care which Dr Yeung sets out in a most useful format here.
The step-by-step guide is a splendid collaboration with `the Sunday Times' but remember that whichever side of the desk you sit on, you can always do better and Rob Yeung gives you the best current and contemporary analysis of how to interview and recruit in the internet age of employment finding, and his advice should be followed.
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Customer Service Training 101: Quick and Easy Techniques That Get Great Results Review

Customer Service Training 101: Quick and Easy Techniques That Get Great Results
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Customer Service Training 101: Quick and Easy Techniques That Get Great Results ReviewRenee Evenson's first two books ("Customer Service 101: Basic Lessons To Be Your Best" and "Customer Service 201: Managing Your People To Be Their Best")were invaluable in training our information desk staff how to meet and greet the public. The two books contain a wealth of practical, good-sense suggestions and information about how to provide exceptional customer service.
"Customer Service Training 101" covers much of the same ground, but is presented in a format that enables a trainer to effectively and efficiently teach employees the customer care concepts necessary to "get great results." Evenson covers everything from communication and ethical issues to relationship building, difficult customer contacts, and e-commerce.
"Customer Service Training 101" is the best and most thorough publication on the subject of customer care that I've encountered to-date. The book is packed with valuable information. In each chapter, Evenson includes general information on the topic at hand, presents a brief scenario of a situation not handled well, outlines the key points covered in the chapter and explains each point in depth, step-by-step. She follows that up with a scenario where the situation is handled correctly, a summary of key points and steps, an interactive training lesson, and excellent "quick quotations for memory joggers." Tips and topics for group brainstorming sessions are also included.
The book is well-written, thorough, and easy to understand. If you've been searching for the definitive work on customer service, search no more. This is it!Customer Service Training 101: Quick and Easy Techniques That Get Great Results Overview

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Scoring Points: How Tesco Continues to Win Customer Loyalty Review

Scoring Points: How Tesco Continues to Win Customer Loyalty
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Scoring Points: How Tesco Continues to Win Customer Loyalty ReviewCustomer loyalty programs come and go, because they are typically very labor and cost intensive. However, one such program that can't be ignored is the phenomenal success secured by the Tesco Clubcard program. Authors of the book - "Scoring Points" - have done a superb job of creating an in depth case study of UK-based grocery chain Tesco. Prior to the launch of its Clubcard in 1995, Tesco was one of three chains jockeying for mindshare and wallet share among consumers. According to the authors, that changed with the Tesco Clubcard program which transformed the sleepy grocer into the world's most successful online supermarket. Soundview likes this book because it shows Tesco's progression and maturity regarding customer relations, and its transformation can be duplicated by virtually any organization willing to make the commitment. Additionally, the insight into customer habits and motivation gleaned from such loyalty programs can more than pay for themselves in greater repeat business and new sales. A little loyalty goes a long way.
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Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales Review

Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales
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Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales ReviewThe problem with any "how to sell" book like this is, until you can integrate the advice given here so that it comes naturally to you, you will sound as mechanical and forced as some of the "tellers" Richardson criticizes. I used to sell big-tiicket business-to-business, and I can say the advice here is timeless: engage your customer, identify what your customer's needs are and position your product so that the customer realizes that your product meets their needs. Of course, if the customer doesn't need your product, then maybe you need to learn some of those "hard-ball sales" techniques (or find a better product!). No amount of customer empathy, listening, or product positioning will help you overcome a customer-product mismatch. Which brings me to a point: although Richardson argues against this, I think playing hardball has a place in negotiations; remember, the party you are negotiating with doesn't always have to feel warm and cozy inside in the process. A true persuader will know when to be soft and fluffy and when to apply the pressure.
Also, the whole paradigm-replacement languuage ("we are moving into a new age of selling...") is corny. The advice Richardson is giving is not new or revolutionary, as she claims. But she has succeeded in organizing a lot of really good sales principles in a clear and coherent way which can easily be appreciated by readers.
I read this book together with Richardson's "Selling by Phone" and frankly, one is just a rehash of the other. Richardson copied entire paragraphs from one in writing the other. So save your money and buy just one of the two. But if you are an accidental salesperson, or even if by trade you are not a salesperson but you are occasionally called upon to negotiate (maybe you are a lawyer or a manager) Richardson's books will be a refreshing introduction to the discipline of negotiation and persuasion.Stop Telling, Start Selling: How to Use Customer-Focused Dialogue to Close Sales Overview

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Masters of Sales Review

Masters of Sales
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Masters of Sales ReviewAll this book is, is just a book full of "articles" from sales trainers.
It sounds , at least on paper, like a great idea but, the book is all over the place and needs some editing work.
If you have a library of sales books, this book just takes some paragraphs or articles from different authors and put it into a confusing book.
Like I said, If you have a library of sales material, the book really won't hold your interest.
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Obama's Secrets: How to Speak and Communicate with Power and a Little Magic Review

Obama's Secrets: How to Speak and Communicate with Power and a Little Magic
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Are you looking to buy Obama's Secrets: How to Speak and Communicate with Power and a Little Magic? Here is the right place to find the great deals. we can offer discounts of up to 90% on Obama's Secrets: How to Speak and Communicate with Power and a Little Magic. Check out the link below:

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Obama's Secrets: How to Speak and Communicate with Power and a Little Magic ReviewDefinitely a must read for those who need to get their message out in a most efficient, succinct style. The authors using their expertise in the field of communication skills such as NLP (Neuro-Linguistic Programming), have broken down and analyzed President Obama's speeches to create a simple but powerful instructive outline to construct the most effective messages.
As an old scholar of NLP, I am reminded of how the creators of NLP created their theories and system through
a careful analysis of the therapeutic teachings, strategies and methods of Milton H. Erickson, M.D. who is still considered by many as the "Wizard".
Read this book and you too can be a "Wizard".[[ASIN:1456506366 Obama's Secrets: How to Speak and Communicate with Power and a Little MagicObama's Secrets: How to Speak and Communicate with Power and a Little Magic Overview

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Digital Body Language Review

Digital Body Language
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Digital Body Language ReviewI'm not sure if I like the term Digital Body Language, but Steve Woods' book I like very much. It clearly shows how the role of marketing in the complex sale has changed, and gives lots of detailed suggestions on how marketing teams can cope with this change, by using smart demand generation strategies.
This book is required reading for marketers who currently use a marketing automation system such as Eloqua (for a full list of vendors see my blog LeadSloth.com). Or for marketers who plan to use such a system. It provides useful guidelines to improve profiling, lead scoring, and lead nurturing. Also, it shows how to measure marketing ROI more objectively.
Steve Woods is CTO an co-founder of Eloqua, so the book is based on 9 years of practical demand generation experience. However, the book does not mention Eloqua, so you are spared any advertising and you get access to knowledge that is relevant regardless of the marketing software you use.
Digital Body Language is not an easy read, because it's chock-full of information that has never been put in a book before. Steve has added about two dozen case studies, which are brief but provide practical examples that make the book come more alive. All in all, I think this book will soon become a classic in the demand generation space.Digital Body Language Overview

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The Secret Language of Business: How to Read Anyone in 3 Seconds or Less Review

The Secret Language of Business: How to Read Anyone in 3 Seconds or Less
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The Secret Language of Business: How to Read Anyone in 3 Seconds or Less ReviewKH writing style is clear. He gives interesting examples and even throws in humor, occasionally. What he also is good at is marketing and hype. Consider that the first 15 reviews are all 5 stars. All unbiased and unsolicited I am sure. Aren't you?
Reality: the book is barely over 200 pages. It is suppose to be about nonverbal language in business, but the chapter starting on page 155 is about parenting, and there's little else of value to follow. A book on nonverbal behavior is full of illustrations and pictures, right? Nope,
not this book. It is 100% words. A book about the power of nonverbal signals doesn't use a single nonverbal signal itself, except for the cover--big eye, wide pupil--to get you to buy. That is what is most important, right?
Not one footnote. Want to read the study yourself? Doubt the correctness of his generalizations? Too bad for you. The only reference in the entire book is to an article on his website; however, the content posted is about a different topic. Specifically, he makes this huge claim that he has "made hundreds of thousands of dollars" by just choosing to sit on the right hand side of right-handers, and then references an unrelated article. Hummmm. Really believe all those 5 star reviews? Then buy this book.
If you want an alternative, I suggest Allen and Barbara
Pease's book, The Definitive Book of Body Language. It is full of illustrations and pictures, 400 pages, at the same price.
Best regards,
Michael
[...]The Secret Language of Business: How to Read Anyone in 3 Seconds or Less Overview

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