Flip the Funnel is a book capable of revolutionising the current concepts the field of marketing. This book provides an insight for all those people who seek to revolutionize the marketing world. In this book there are huge and powerful ideas. “His latest book is BIG on energy, BIG on content and BIG on opinion.” (Review of Flip the funnel)
The goal of this book is to question the current marketing concept. Today, the marketing process requires an immense amount of money spent on publicity to attract clients. It was found that an enormous amount of money is spent on attracting the masses through different means of promotion using different platforms. The goal behind this book is therefore to question the dominant marketing principles. He put one of the most difficult ideas into this book that clashes with all the dominant concepts. This is the idea that the stakeholders should begin to invest more in their current customers than to spend huge sums on new products. Thus “Its focus on customer acquisition means marketers spend most of their time searching for new customers instead of fostering those they already have.” (MarketingSherpa) When they succeed in satisfying new customers, by providing them with high quality services, their demand will increase and their spending on useless advertising and promotional systems will not be so much necessary. The reason for this change is that many customers are facing enormous challenges nowadays, with the existing policies that are quite inconsiderate and which lead to inconvenience in working with organisations. 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 heat of calling or convincing customers to invest, but only requires the satisfaction of those valued customers who are interested in spending already.
The belief that most businesses are working on this phenomenon is misunderstood, as it has been found that most organisations focus more on accumulating new customers than focusing on them on old ones. (Kennedy, 2011)
Apparently, this book has been written in three parts that show three different aspects of current marketing policies. In the first post, the writer talks about the dominant system that treats customers as artefacts and about how small and tight the process can be and not satisfactory. The aim is also to discuss the success criteria. This segment aimed to help politicians recognise the value of straightening their goals. In the second part, it aims to demonstrate the optimistic side of appreciating customers with examples. He also addresses in this section the value of employee devotion to attract customers. Finally, he talks about how things can become real. It discusses the possibilities, tactics and ideas for revolutionisation and revolutionization of current marketing regimes.
This book contains a comprehensive marketing guide and information on all areas of marketing. This book is not only for students in marketing or who want to gain marketing knowledge but also for everyone who is directly or indirectly connected to the marketing world. It has been said in that book that CEOs, advertisers, salesmen and customer care are the people who will benefit the most from this innovative phase in marketing. Unfortunately “For those who have some knowledge and context on the subject of quality in customer service and have read one of the many classic books out there, then a lot of it would be just a summary 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 importance it 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.
- -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 Jaffes 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