Flip The Funnel by Joseph Jaffe - Book Report/Review Example

? FLIP THE FUNNEL FLIP THE FUNNEL Flip the Funnel is a book that can revolutionize the present concepts that deal with the field of marketing. This book provides an insight for all those people who seek to revolutionize the marketing world. This book contains massive and influential ideas in itself. "His latest book is BIG on energy, BIG on content and BIG on opinion. " (Review of Flip the funnel) The purpose behind this book is to challenge the present concept that deal with marketing. Today the way the process of marketing functions involves a huge amount of money spent on advertisement in order to attract customers. It has been observed that a huge amount of money is being spent to attract the masses through various means of advertisement by the use of various platforms. Thus the purpose behind this book is to challenge the prevailing concepts that deal with marketing. In this book he gave one of the most challenging ideas that contradict all prevailing concepts. According to this idea the stakeholders should start investing more on their present customers than focusing on spending huge amounts to acquire new ones. Thus"Its emphasis on customer acquisition means marketers spend most of their time looking for new customers rather than nurturing the ones they already have." (MarketingSherpa) If they succeed in satisfying new customers by providing them quality services their demand will increase on their own and they wouldn't need to spend so much on useless advertisements and promotional schemes. The reason to bring about this change is that today many customers face immense difficulties with the prevailing policies that are quite inconsiderate and cause inconvenience to work with organizations."It will make you think, reassess, and act in new and better ways—profitable ways. It's real, it's realistic, and it's reality." (Jaffe, 2010) This book provides a very different approach for all the sales workers and marketing students. It is meant to increase revenues and thus the sale of the product by focusing on present customers and encouraging them to invest more in the product/organization. This is the best and most reliable way to flip the sales of any company. This is fairly a more reasonable approach as well as this does not require any serious promotion but quality services and customer satisfaction. It stops the hustle to call or persuade customers to invest but only requires the satisfaction of those valued customers who are already interested to spend. It is a misunderstood concept that most companies are functioning on this phenomenon as it has been observed that majority organization spend more on accumulating new customers than concentrating on old ones. (Kennedy, 2011) This book was apparently written in three sections which uncover three different aspects that deal with the prevailing marketing policies. In the first section the writer discusses the prevailing system which considers customers as objects and how limited, and narrow minded and unsatisfying the procedure might be. It also seeks to discuss the criteria of success. The purpose of this section was to make the policy makers realize the importance of setting their priorities straight. In the second section he seeks to enlighten people with examples that showcase the positive side of valuing customers. In this section he also discusses the importance of employee's devotion in order to attract customers. Lastly he discusses how to make things turn in reality. He discusses the possibilities, tactics and ideas to revolutionize and flip the funnel of present marketing regimes. This book is a complete marketing guide and contains knowledge about all areas that deal with marketing. This book is not just for marketing students or those who seek to gain knowledge about marketing but it is for all those people who are directly or indirectly linked to the marketing world. In this book it has been said that the people that would benefit most from this revolutionary marketing steps are the CEO's, marketers, salesman as well as the ones responsible for customer services. Unfortunately "For those that have some experience and background on the topic of excellence in customer service and have read one of the many classic books out there, then a lot of it will be just a review of what has already been said." (Effective Marketer) The process of marketing is a process that involves the input of every individual that is tied to the organization. The head of the company makes the policies which are followed by the employees and provided to the customers. If the head of the company changes his policy making them in compliance with what Joseph preaches then a new system can be established that involves a system in which clients are given utmost importanceand through customer satisfaction revenue is generated."Bottom line is there are tons of choices out there, and in order to be that company at the top of your potential (or existing) client’s mind, you need to make an impression, you need to be listening, and you need to be acting (on their recommendations, on results of your measurement analytics, etc..)." (Heelblog) The process of marketing works the principle of AIDA according to this marketing features are awareness of the product, to develop the consumers interest in it, the desire to do better and finally action on the policies that you develop.This will ultimately result in satisfaction of the customers and better sales eventually. Although it has been observed that the so called big idea provided by Jaffe is something common and already being used by many big organizations. The examples that he have been quoted like dominoes, United Airlines, Zappos etc. are all such examples witch are quite old and know. So no such breakthrough was made this way. It was required that he used such examples which were not so familiar with the marketing world or such examples where this recommendation was made and resulted in fruitful outcome so that the target market for this book widened and more people benefited from this book. Further, he could even provide relevant cases where the marketing policies were not flipped that resulted in failure. Furthermore I observed that Jaffe was quite verbose in the book. He dragged a lot of points and took time and inadequate length to reach the main point which made reading quite monotonous for the reader. This made it quite difficult for me to associate and link the various points together. Also there were issues with the implementation part of the book. He gave methods, he gave ideas, he gave opinion, and he mentioned issues that might arise but did not draft ways to overcome them. This was the major problem with this book as for new students who are not aware of marketing techniques and are in a process of learning will not eventually learn how to overcome such obstacles if they come there way. Hence in a nutshell, the book 'Flip the Funnel' is a breakthrough in the field of marketing as it highlights a concept which was initially being practiced on a small scale but was not given so much importanceit deserves. Customers are an asset for any company and are the source of revenue for any organization therefore if attention is given to provide them with the best possible services then there are good chances to increase sales and hence generate better revenue with a happy clientele. It is also said that those who are already aware of the depth of this marketing world would not gain anything new from the book but for new learners this book is just the right way to flip the funnel. WORK CITED -email').hide();jQuery('. (n.d.). Review of Flip the Funnel. Small Business News, Tips, Advice - Small Business Trends. Retrieved July 4, 2013, from http://smallbiztrends.com/2010/07/flip-the-funnel-review.html Jaffe, J. (2010). Flip the funnel: how to use existing customers to gain new ones. Hoboken, N.J.: Wiley. First Look at ?Flip the Funnel? -- Joseph Jaffe?s 5 Retention-Centric Strategies to Lift Sales | MarketingSherpa. (n.d.). Marketing Research: Articles, Reports and Case Studies | MarketingSherpa. Retrieved July 4, 2013, from http://www.marketingsherpa.com/article/interview/first-look-flip-funnel-joseph Flip the Funnel Book Review | The Effective Marketer. (n.d.). The Effective Marketer | Effectiveness is a discipline and it can be learned. Retrieved July 4, 2013, from http://effectivemarketer.com/2010/10/13/flip-the-funnel-book-review/ Kennedy, D. S. (2011). The Ultimate Marketing Plan, 4th Edition: Target Your Audience! Get Out Your Message! Build Your Brand!. F+W Media. Heelblog » Blog Archive » Book Review of Flip The Funnel by Joseph Jaffe - Where Content is King! . (n.d.). Usable designs for print, web design & application design: Heelatch. Retrieved July 4, 2013, from http://www.heelatch.com/blog/2010/06/book-review-of-flip-the-funnel-by-joseph-jaffe/#sthash.EZ0G64O2.dpuf Read More