Book Review: eMarketing Strategies
for the Complex Sale
(by Ardath Albee)
Post by: Eric Kneifel
Links:
YouTube Video summary of Ch 13
Amazon Reviews
Ardath Albee's YouTube Videos
for the Complex Sale
(by Ardath Albee)
Post by: Eric Kneifel
I decided to hop onto Amazon as soon as I found out we had to review a book related to ecommerce. The reviews I read online seemed to hold this book in high regard, and I figured I could learn a lot from it. My hope was that this book would help me pursue different avenues of emarketing and follow through better with sales for my website (www.localcertificates.com). I also hoped that through this book I could gain insight as to how I could better hold customers’ attention on the website and better engage them with the company.
As I began reading through the book however, I realized it is designed to deal with a very different sales structure than I deal with in my company. The key term in the title rests in the 'complex sale'. The sales process described throughout the book includes multiple steps and multiple customer interactions for one sale. I would certainly recommend this book to anyone dealing specifically in this area of sales, but there were only a handful of good takeaways for a company with a simpler sales model.
I actually think the book was so focused on the process of the complex sale that it didn't seem to offer very unique information about eMarketing strategies; much of the concepts discussed in this regard is right in line with information someone could find through a Google search. Plus, many of the concepts discussed weren't necessarily tied into emarketing as much as they were to marketing in general. Natural nurturing, creating contagious content, and following a persistent progression (sections of the book), all relate to the sales process and how to engage the customer more with the company.
As I began reading through the book however, I realized it is designed to deal with a very different sales structure than I deal with in my company. The key term in the title rests in the 'complex sale'. The sales process described throughout the book includes multiple steps and multiple customer interactions for one sale. I would certainly recommend this book to anyone dealing specifically in this area of sales, but there were only a handful of good takeaways for a company with a simpler sales model.
I actually think the book was so focused on the process of the complex sale that it didn't seem to offer very unique information about eMarketing strategies; much of the concepts discussed in this regard is right in line with information someone could find through a Google search. Plus, many of the concepts discussed weren't necessarily tied into emarketing as much as they were to marketing in general. Natural nurturing, creating contagious content, and following a persistent progression (sections of the book), all relate to the sales process and how to engage the customer more with the company.
Format:
There are six sections in this book, and it seems to follow the 'complex' sales process, so as the reader gets further through the book, they’re reading about issues that arise further down the sales process pipeline.
(1) eMarketing Essentials
(2) Customer Consensus
(3) Natural Nurturing
(4) Contagious Content
(5) Persistent Progression
(6) Meaningful Metrics
Key Takeaways:
Here are some of the key takeaways almost anyone could get from the book and put into practice immediately.
There are six sections in this book, and it seems to follow the 'complex' sales process, so as the reader gets further through the book, they’re reading about issues that arise further down the sales process pipeline.
(1) eMarketing Essentials
(2) Customer Consensus
(3) Natural Nurturing
(4) Contagious Content
(5) Persistent Progression
(6) Meaningful Metrics
Key Takeaways:
Here are some of the key takeaways almost anyone could get from the book and put into practice immediately.
-We need to understand our customers’ persona, not just what they’ve bought.
-We can speed up the sales progression if we align our insights of a customer to influence them.
-Creating contagious content is important to keep bringing customers back, and to encourage them to spread the wordIt is VERY important to track sales progress and determine best-practice strategies
-Stories can help customers remember your service or product better.
Links:
YouTube Video summary of Ch 13
Amazon Reviews
Ardath Albee's YouTube Videos
Interesting video, good explanation of what an amplifier really is. It really stinks that the book didn't specifically speak about e-marketing like you had hoped it would.
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