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