The Marketing Book Podcast

Strikingly Different Selling: 6 Vital Skills to Stand Out and Sell More by Dale Merrill, Scott Savage, Jennifer Colosimo and Randy Illig About the Book: You are competing with the top salespeople in your industry for the same customers. For each sales opportunity, there is only one winner. What separates a “winner” from the rest of the very best and makes them “strikingly different”? Six years of intensely focused research involving more than 2,800 sales professionals from 135 countries reveals the 6 vital skills that separate top sales performers from the herd. Learn what it takes to be that one winner! What really works to stand out and sell more? In their book Strikingly Different Selling, Dale Merrill, Scott Savage, Jennifer Colosimo, and Randy Illig (the sales performance experts at FranklinCovey) reveal the secrets to consistent, predictable sales success. The 6 Vital Skills. The author team found that most consultants and sales professionals believed they were doing a great job in their client interactions. Yet 70 percent of the time client executives felt their meetings with sales professionals were a waste of time. To the authors, this was a major surprise. But, for the “Strikingly Different” sales professionals, there were six things they did to consistently outperform their competitors and radically change their client interactions and results. Go from being just one of the sales crowd to the superior choice. Read Strikingly Different Selling: 6 Vital Skills to Stand Out and Sell More and learn the details behind the 6 skills. The 6 vital skills to stand out and sell more: Capture Attention with Verbal Billboards Create Excitement with Movie Trailers Build Confidence with Flashbacks and Flashforwards Become Essential with “Why Us!” Differentiators Get Curious and Find the Gaps Navigate Traffic Lights and Close the Gaps If you have found books such as SPIN Selling, The Challenger Sale, To Sell is Human, The Secrets of Closing the Sale, or Start with Why to be useful; then your next read should be Strikingly Different Selling. About the Author: Dale Merrill is a Global Managing Director in FranklinCovey’s Sales Performance Practice where he helps clients dramatically grow revenues and profitability. For more than 30 years, Dale has led businesses and helped a wide range of clients solve challenges and win more business around the world including North and South America, Europe, the Middle East, Asia, Africa, and Australia. Prior to joining Franklin Covey, Dale served in senior executive leadership roles at several different companies, including as President of a 1,500-employee digital services company, as CEO of a private investment company, and as a Partner with a global consulting company. He is a proud graduate of Brigham Young University and, interesting fact - he is also a Certified Public Accountant. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/strikingly-different-selling-dale-merrill

Sell More with Science: The Mindsets, Traits, and Behaviors That Create Sales Success by David Hoffeld About the Book: Today, in sales, business, and life, you need every advantage you can get. In Sell More with Science, David Hoffeld, the world’s leading expert on applying science to selling, shares his revolutionary three-part system to experience surefire success at home, at work, and out in the world. Here, Hoffeld utilizes research studies from social psychology, neuroscience, and behavioral economics to reveal actionable insights you can use to grow your sales, achieve more, and stay ahead of the competition. You’ll discover: Two evidence-based mindsets that will help you earn more sales Seven strategies that will boost your chances of reaching any goal Powerful principles that will enhance your ability to guide potential clients into positive buying decisions Ways to win day-to-day interactions—in business and beyond How to reframe any idea or situation What it means to sell with integrity A science-backed formula you can follow to create positive career change And much more Filled with practical insights and exercises, Sell More with Science is a game-changing guide for anyone who wants to take their influence, sales, or career to new heights. About the Author:  David Hoffeld is the CEO and chief sales trainer at Hoffeld Group, a research-based sales and consulting firm. He’s pioneered a sales approach based on research in neuroscience, social psychology, and behavioral economics that’s been proven to dramatically increase sales. He has trained and coached salespeople from small and medium-sized businesses to Fortune 500 companies. David has lectured at Harvard Business School and has been featured in Fortune, U.S. News and World Report, The Wall Street Journal, Fast Company, Harvard Business Review, Investor’s Business Daily, INC, Forbes, CBS Radio, Fox News Radio, and more. And, interesting fact – at the age of 10, he read Dale Carnegie’s bestselling book How to Win Friends & Influence People! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/sell-more-science-david-hoffeld

What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away by Nicholas Webb About the Book: This book will teach you how to eliminate what customers hate and lead your market and customer satisfaction. Whether you’re selling to consumers or business-to-business (B2B), perfection in the marketplace does not exist. When making buying decisions, customers are faced with an array of imperfect choices. The best organizations in the world are not only delivering great customer experience, but they’re also taking steps to proactively avoid the things that customers hate. These companies have learned that if you can eliminate what customers hate, you will instantly become the best option in your market. No company, brand, or service enjoys 100 percent love. There will always be some degree of hate in the mix. Hate is a source of friction, and if there is too much friction, the process of moving products and services— regardless of their high quality—into the hands of customers will grind to a halt. What Customers Hate will show you how to avoid the common pitfalls that have damaged some of the best organizations and best teams in the world, and how to change the philosophical view of customer experience so you can learn that customer experience is actually an innovation activity. This customer experience playbook will give you actionable takeaways that include: How to turn an upset customer into a customer for life, in five easy steps. Why “haters” will determine your organization’s growth and profitability. How to thrive in the “experience economy.” The importance of the five-touch journey mapping. The impact of hate-love personification. How to turn your customers into “Evangelists.” The power of: Attraction, Promotion, Retention, and Avoiding Deflection. The secrets of the best organizations in the world. This book is the product of many years of front-line work with some of the top brands in the world and their customers. Set aside the theories and concepts, this is the playbook you need. You’ll find that this approach will make it fast and easy to drive scalable growth, profitability, and most importantly, customer happiness. About the Author: Nicholas J. Webb is an award-winning inventor with over 40 US patents, a keynote speaker, and best-selling author. As a keynote speaker, he has traveled the world, speaking on future trends, personal growth, and innovation. His best-selling books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint and The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, both of which have been featured on The Marketing Book Podcast. He currently serves as the CEO of Leader Logic. And, interesting fact: he is the host and executive producer of a recent award-winning documentary, The Healthcare Cure. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/what-customers-hate-nicholas-webb

How Creativity Rules the World: The Art and Business of Turning Your Ideas into Gold by Maria Brito About the Book: Learn to make creativity work for your career. Maria Brito illustrates how creativity is merely a series of habits, actions, and attitudes that anyone can develop—regardless of who you are or what you do. There has never been a more crucial time than now to develop your creativity and your ability to innovate. Coming up with original ideas of value is today’s most precious skill. Contrary to a myth that has been unfairly perpetuated, creativity can be taught and learned by anyone. How Creativity Rules the World builds the case for creativity as an inexhaustible resource available to everyone and proves that it is the key to thriving in the business world and beyond. With revealing studies and stories spanning business and art, How Creativity Rules The World is a deep dive into history, culture, psychology, science, and entrepreneurship; breaking down and analyzing the elements used by some of the most creative minds throughout the last 600 years. Maria Brito discovered the power of creativity when she transitioned from being an unhappy Harvard-trained corporate lawyer to a thriving entrepreneur and innovator in the art world. She flipped the barrenness around her to emerge as one of the most well-known disruptors in the art world. With this book, you will learn how to: Overcome limiting thoughts and dispel myths about creativity. Unleash creativity through concrete data, historical passages, and examples of modern entrepreneurship. Develop timeless habits, principles, and tools that worked six centuries ago and continue to work today. Employ creativity in an everyday context to produce extraordinary results. After applying the principles in How Creativity Rules the World to her own business, she started teaching them to hundreds of people, ranging from entrepreneurs to artists to CEOs. As evidenced by her students’ creative successes, Maria knows that this timeless guide will allow others to strike gold with their ideas. How Creativity Rules the World promises to make the creative process of successful seven-figure artists and billion-dollar entrepreneurs—as well as Maria’s own—accessible and actionable for you to take the power of their ideas to the next level. About the Author:   Originally from Venezuela, Maria Brito was selected by Complex Magazine as one of the "20 Power Players in the Art World," as well as being named one of ARTNEWS Magazine’s “Deciders.” She has advised hip-hop moguls, Oscar® winning actors, Tony® winning producers, CEOs of Fortune 500 companies, and many more. She has written for publications such as Entrepreneur, Huffington Post, Elle, Forbes, Artnet, Cultured Magazine, and Departures. For several years, Maria has taught her creativity course in companies, and in 2019, she launched “Jumpstart,” an online program on creativity for entrepreneurs based on years of research and observation in both the areas of business and art. Maria also wrote and hosted “The “C” Files with Maria Brito”, a TV and streaming series for PBS’s new station “ALL ARTS.” And, interesting facts – she is a graduate of Harvard University and Harvard Law School! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/how-creativity-rules-world-maria-brito

A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn About the Book: As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programs. Featuring insights from practicing professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2, and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions, and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing. About the Author: Dave Munn is President of ITSMA, a research-based community for B2B marketing leaders that pioneered the account-based marketing approach in the early 2000s. ITSMA is now a Momentum Group company. Prior to joining ITSMA in 1995 Dave held senior-level marketing positions with Oracle and Apple and was a senior analyst at the Ledgeway Group (now part of Gartner). He holds an MBA from Northwestern University’s Kellogg School, where he concentrated in Marketing and Corporate Strategy.  And, interesting fact: The only reason his wife Jennifer married him is that on their first date he mentioned having read Hemingway’s The Sun Also Rises and that he had run with the bulls in Pamplona Spain! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/practitioners-guide-account-based-marketing-dave-munn

How Not to Suck At Marketing by Jeff Perkins About the Book: If you’ve ever felt like you suck at marketing, you’re not alone. Survive and thrive in today’s digital world. Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all. Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge. But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape. Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to: Create a focused marketing program that drives results Collaborate effectively with the key stakeholders Assemble a high-performing marketing team Define and nurture your company (and personal) brand Build a focused career and find the right job for you Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide. About the Author: With over 20 years of marketing experience, Jeff Perkins is a self-described marketing geek who frequently contributes to several marketing publications, speaks at lots of industry events, and has won numerous awards such as the Atlanta Business Chronicle’s MAX Award for marketing excellence and the Technology Association of Georgia’s Award for Marketing Executive of the Year. Jeff is currently CEO at ParkMobile, but he started his career grinding it out in the NYC ad industry. His experiences range from traditional to digital, B2C to B2B, and agency-side to client-side. And, interesting facts - he’s native of southern New Jersey, is a big fan of the Philadelphia Eagles and Bruce Springsteen (whom he has seen perform over 30 times)! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/not-suck-marketing-jeff-perkins

Converted: The Data-Driven Way to Win Customers' Hearts by Neil Hoyne About the Book: When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: Understand the full value of each relationship Engage in an ongoing conversation with your best customers Ask the right questions so you can anticipate your customers’ needs Find more great customers A real person is always on the other end of the transaction. Converted shows you how to win their hearts. About the Author: Neil Hoyne has served as an analyst, researcher, inventor, lecturer, and, in his words, the father of many forgettable slides of glossy funnels and Venn diagrams. A witness to and participant in billion-dollar successes, and instructive failures, all in the pursuit of building indestructible customer relationships through digital media. A key player in the executive rallying cry to be more “data-driven.”  As Google’s Chief Measurement Strategist, Neil has had the privilege to lead more than 2,500 engagements with the world’s biggest advertisers. His efforts have helped these companies acquire millions of customers, improve conversion rates by more than 400 percent and generate billions in incremental revenue. Immensely proud of the degrees he’s earned from Purdue University and UCLA, Neil returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania. And, interesting fact – despite the topic of the book, he does not have a quantitative background! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/converted-neil-hoyne

The Next CMO: A Guide to Operational Marketing Excellence by Peter Mahoney, Scott Todaro, and Dan Faulkner About the Book: The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals. This book provides a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy. About the Author: Peter Mahoney is the founder and CEO of Plannuh, the AI-driven marketing planning, and budget platform. Peter has degrees in Physics and Computer Science, and then showed up in the wrong room one day and ended up in marketing. In his 30+ year career, Peter has built products and led marketing for startups and for multi-billion dollar public companies, including voice and AI innovator Nuance, where he was the chief marketing officer. And, interesting fact - he is a graduate of the oldest existing school in the United States, the Boston Latin School, founded in 1635.   Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/next-cmo-peter-mahoney

Find Your Yellow Tux: How to Be Successful by Standing Out by Jesse Cole About the Book: Stop standing still. Start standing out. Whether in school, factories, or corporate offices, people are in a mad rush to the middle, going about their business and fitting in. The problem is, while you may feel as if you’re doing your own thing, you’re not—you’re doing what’s expected of you. To stand out, take whatever you think is normal, and do the exact opposite. In Find Your Yellow Tux, Jesse Cole, an in-demand speaker and baseball ringleader, shares how you can achieve amazing things by doing the unexpected. Using examples from his life and the lives of his heroes—P. T. Barnum, Walt Disney, and MLB owner Bill Veeck, Cole shows how to reinvigorate your goals, reignite your passions, and excel in business and beyond. The time to break the mold is now—with Find Your Yellow Tux, you'll discover how to find joy and success in everything you do. About the Author: Jesse Cole is the founder of Fans First Entertainment and owner of the Savannah Bananas baseball team. His team has welcomed more than one million fans to their ballpark and has been featured on MSNBC, CNN, ESPN, and in Entrepreneur Magazine. The Bananas have been awarded Organization of the Year, Business of the Year, and won the Coastal Plain League Championship in their first year. Fans First Entertainment has been featured on the INC 5000 lists as one of the fastest-growing companies in America. The Savannah Bananas currently have sold out every game since their first season and have a waiting list in the thousands for tickets. Jesse is an in-demand keynote speaker all over the country sharing the Fans First Experience on how to stand out, be different and create raving fans of both customers and employees. And, interesting facts: Jesse proposed to his wife Emily while wearing a yellow tux in front of a sold-out crowd. She said Yes! The two later married at their stadium. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/find-yellow-tux-jesse-cole

Mark Miller, co-author of 'Culture Built My Brand,' discusses the power of company culture in attracting customers. Highlights include aligning culture with brand strategy, creating engaging rituals, and embodying brand values for success.