Endless Customers

Preface: Endless Customers: Evolving Beyond They Ask, You Answer xv Introduction xvii Section 1 Preview of the Endless Customers SystemTM 1 Chapter 1 Why Customer Acquisition Is Harder Than Ever—And How to Fix It 3 Chapter 2 The 4 Pillars of a Known and Trusted Brand 15 Chapter 3 Navigating the Era of Zero-Click 23 Section 2 Say What Others Aren’t Willing to Say 29 Chapter 4 The Big 5 31 Chapter 5 Topic 1: Cost and Price 37 Chapter 6 Topic 2: Problems 47 Chapter 7 Topic 3: Versus and Comparisons 51 Chapter 8 Topic 4: Reviews 55 Chapter 9 Topic 5: Best in Class 61 Chapter 10 Getting Started with The Big 5 65 Section 3 Show What Others Aren’t Willing to Show 71 Chapter 11 The Future of Video and Becoming a “Media Company” 75 Chapter 12 Videos That Move the Sales Needle: The Selling 7 79 Chapter 13 YouTube’s Importance for Endless Customers 87 Chapter 14 The Structure for Videos That Capture and Excite 91 Chapter 15 The Power of Vertical Video on Social Media 97 Chapter 16 Getting Started with Video 103 Section 4 Sell How Others Aren’t Willing to Sell 109 Chapter 17 Empower Buyers Through Self-Service 113 Chapter 18 Sell Faster and Better with Assignment Selling 135 Chapter 19 Building a Powerful Sales Culture Behind the Scenes: SMEs and Revenue Teams 149 Section 5 Be More Human Than Others Are Willing to Be 153 Chapter 20 Keeping the Human Element Intact 155 Chapter 21 Create a More Human Website with Better Messaging 161 Chapter 22 Connect Deeper with More “Human” Content 169 Chapter 23 The Future of Digital Humans in Customer Engagement 173 Section 6 A Call for Disruption 179 Chapter 24 Why Disruption Matters 181 Section 7 Putting It All Together 189 Chapter 25 Putting The 5 Components of Endless Customers into Action 193 Chapter 26 Measuring and Tracking Your Success with Endless Customers 229 Chapter 27 Accelerating and Sustaining Your Success 241 The Pride Cycle: Why Giants Fall 245 Notes 249 Acknowledgments 251 About the Author and IMPACT 253 Index 255