UnSelling: The New Customer Experience

Chapter 61Conclusion

Throughout UnSelling we've been talking about changing our focus in business, stepping away from the funnel vision that's keeping us from succeeding in today's online world. We learned about pulse and pivot: how making the most of each and every point of contact with our customers creates social success for our businesses and that understanding pulse is our best marketing, filling the sales cloud with the kinds of impressions we could never push out using traditional publicity. We looked at industries that have changed and how the most successful companies navigated through by checking their own pulse and the pulse of their customers. And last, we looked at the tools you can use to make UnSelling happen for your business.

One person, one interaction, can make and shape a brand, from a well-known giant, multinational chain to the corner store. This creates a tremendous opportunity for individuals to make a difference at work and feel of value each and every day. No matter what your job is, whether you are a business owner just getting started or an employee at a company you love, your passion and expertise make all the difference. Branding isn't a logo; branding is the impression we leave on people.

Businesses can no longer sit back and assume they know more than their customers. Today, the power of information has shifted. Purchase decisions are made before the pitch and outside your funnel. An educated market with a voice demands more. We are connected ...