Résultats Éditeur "Penguin Audio" dans Marketing et ventes

How you use your free time will make or break your success. The secret? It’s not about working harder or finding more time to do work. It’s about designing the freedom to engage in the high-value work that brings you energy and fulfillment. This is at the heart of the message that has made Dan Martell the world’s most popular SaaS (Software-as-a-Service) coach. Now, in his first book, Buy Back Your Time, he teaches entrepreneurs at every level how to scale their business, fast, while avoiding burnout.

You know who your competitors are. You keep tabs on them regularly, and can list them calmly, along with their strengths and weaknesses. But your enemies are a whole other matter. They’re the haters and the doubters who said you’d never make it, the ones who stomped on your dreams. When you think about your enemies, you get emotional. You feel like you won’t let anything—or anyone—stop you.

Whether you're trying to get a new company off the ground or scale an existing business to the next level, you need to understand how VCs think. In Secrets of Sand Hill Road, Kupor explains exactly how VCs decide where and how much to invest, and how entrepreneurs can get the best possible deal and make the most of their relationships with VCs. Filled with Kupor's firsthand experiences, insider advice, and practical takeaways, Secrets of Sand Hill Road is the guide every entrepreneur needs to turn their startup into the next unicorn.

According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than 15 million people earn their keep by persuading someone else to make a purchase. But dig deeper and a startling truth emerges: Yes, one in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others.

Conventional accounting uses the logical (albeit, flawed) formula: Sales - Expenses = Profit. The problem is, businesses are run by humans, and humans aren't always logical. Serial entrepreneur Mike Michalowicz has developed a behavioral approach to accounting to flip the formula: Sales - Profit = Expenses. Just as the most effective weight loss strategy is to limit portions by using smaller plates, Michalowicz shows that by taking profit first and apportioning only what remains for expenses, entrepreneurs will transform their businesses from cash-eating monsters to profitable cash cows.

While researching the toxic and addictive properties of sugar for Fat Chance, Robert Lustig made an alarming discovery - our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover. Dopamine is the "reward" neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the "contentment" neurotransmitter that tells our brains we don't need any more; yet its deficiency leads to depression.

From Mike Michalowicz, the author of Profit First, Clockwork, and The Pumpkin Plan, comes the ultimate diagnostic tool for every entrepreneur.... The biggest problem entrepreneurs have is that they don't know what their biggest problem is. If you find yourself trapped between stagnating sales, staff turnover, and unhappy customers, what do you fix first? Every issue seems urgent—but there's no way to address all of them at once. The result? A business that continues to go in endless circles putting out urgent fires and prioritizing the wrong things.

K-beauty has captured imaginations worldwide by promising a kind of mesmerizing perfection. Its skincare and makeup products—creams packaged to look like milkshakes or pandas, and snail mucus face masks, to name a few—work together to fascinate us, champion consumerism, and invite us to indulge. In the four years Elise spent in Seoul as NPR’s bureau chief, the global K-beauty industry quadrupled. Today it's worth $10 billion and is only getting bigger as it rides the Hallyu wave around the globe.

How can we create and market creative works that achieve longevity? Holiday explores this mystery by drawing on his extensive experience working with businesses and creators such as Google, American Apparel, and the author John Grisham as well as his interviews with the minds behind some of the greatest perennial sellers of our time.

The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.

Raised as a fourth-generation farmer, when Will Harris inherited White Oak Pastures he was a full-time commodity cowboy who played hard and fast with every tool the system offered–chemicals, antibiotics, steroids, and more. His ancestors had built a highly profitable, conventionally run machine, but over time he found himself disgusted with the excess, cruelty, and smalltown devastation this system entailed. So he bet the farm on forging a different way of doing things. One that works with nature not against it, and bridges the quickly widening delta between consumers and their food.

Now, for the first time, Seth Godin offers the core of his marketing wisdom in one compact, accessible, and timeless package. This Is Marketing shows you how to do work you're proud of, whether you're a tech start-up founder, a small-business owner, or part of a large corporation. Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads. When done right, marketing seeks to make change in the world.

In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing.

If there's one lesson Oren Klaff has learned over decades of pitching, presenting, and closing long-shot, high-stakes deals, it's that people are sick of being marketed and sold to. Most of all, they hate being told what to think. The more you push them, the more they resist. What people love, however, is coming up with a great idea on their own, even if it's the idea you were guiding them to have all along. Often, the only way to get someone to sign is to make them feel like they're smarter than you.

Coleman offers a system designed to dramatically increase customer retention and as a result, the bottom line. He identifies eight distinct emotional needs customers undergo during the 100 days following a purchase, whether it's as small as a new drink at Starbucks or as big as a house. If you can understand and anticipate these phases, you can use a myriad of techniques - in-person, email, mail, and video - to cement a long and valuable partnership.

Ten years ago, Fredrik Eklund moved to New York City from his native Sweden with nothing but a pair of worn-out sneakers and a dream: To make it big in the city that never sleeps. Since then, he’s become the top seller in the most competitive real estate market on the planet, brokering multimillion-dollar deals for celebrities, selling out properties all over the city, and charming audiences around the world as one of the stars of the hit Bravo series Million Dollar Listing New York.

The authors unveil research that identifies Mobilizers and provide a roadmap for how sales and marketing teams can find them, engage them with disruptive insight, and leverage them to drive consensus across the customer organization. Once you have identified the Mobilizers among your customers, almost any rep, with the right coaching, tools, and marketing support can start a chain reaction that leads to a whole organization getting on board with even the most provocative ideas.

Everyone wants ownership, but almost no one gets it. Whether we’re talking about the start-up game, the crypto game, the freelance game, or the lemonade stand game—most paths to ownership lead to dead ends. That’s why Codie Sanchez carved a new, smarter path to total freedom. In Main Street Millionaire, she reveals the method she teaches her community of seven-figure investors for building wealth by creating a portfolio of boring businesses. That’s right—the money is not in flashy startups or in the corner office.

In their acclaimed best seller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they've turned their research and analysis to a new vital business subject - customer loyalty - with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. 

Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win. In his new marketing book, Mike Michalowicz offers a proven method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales.