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Lawson J: Profit Per Call

Profit Per Call

The HVAC Contractor's Playbook: How to Price Every Job Right, Build Systems That Run Without You, and Make Your Service Business Worth Selling

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization. In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact. Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy. You will learn how to: - Implement a data-first marketing strategy aligned with business outcomes - Measure channel, campaign and brand ROI with confidence - Apply AI-powered metrics including predictive customer lifetime value - Build enterprise analytics capability and AI-ready marketing teams &gt;Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale. Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Leverage Analytics, Data and AI to Optimize Marketing Strategies

Marketing Metrics

The new edition of Consumer Behavior &amp; Insights introduces an innovative approach to teaching consumer behavior by building on traditional psychological, sociological, and behavioral frameworks to embrace the practical implications and insights of those frameworks. Without sacrificing scholarly depth, it incorporates emerging research in areas such as neuromarketing, sustainability, and artificial intelligence, reflecting the evolving landscape of consumer research.Key features include updated case studies in every chapter, offering fresh insights into a variety of global, real-world applications. The text also offers timely insights from the field, the executive suite, and academia to provide students with a 360-degree view of how consumer research is generated and how it can be applied. Importantly, the text showcases a wide range of consumption situations, cultural backgrounds, and viewpoints. In its entirety, these features make theoretical concepts and models engaging and relatable, inviting students to dig deeper and to think like practitioners.This edition is designed to meet the needs of undergraduate and postgraduate students, as well as professionals in marketing, business, and related fields. It serves as an essential resource for anyone seeking to deepen their understanding of consumer behavior and its practical applications in today's dynamic global marketplace.

Consumer Behavior & Insights

Deliver measurable business impact by transforming customer advocacy into a strategic driver of growth, retention, and executive influence. Customer Advocacy That Counts is the definitive guide for customer advocacy, customer marketing, and customer experience leaders who need to prove value, secure stakeholder buy-in, and connect advocacy initiatives to business performance. Written by Alison Bukowski, this practical and evidence-based playbook addresses one of the biggest challenges facing advocacy professionals today: demonstrating strategic impact in environments where influence often matters more than authority. Whether you're building a new advocacy function or scaling an established program, this book provides the frameworks, metrics, and communication tools needed to earn credibility and drive measurable outcomes. Drawing on the Be AWARE Metrics framework, diagnostic assessments, stakeholder management tools, and executive communication templates, Alison Bukowski provides a structured approach to aligning advocacy with organizational priorities. Featuring insights and real-world examples from leaders at Google, Microsoft, Siemens, Adobe, Freshworks, Forrester, and Optum/UnitedHealth Group, the book shows how high-performing advocacy teams translate customer engagement into outcomes that executives understand and support. You'll learn how to:- Measure advocacy impact using meaningful business metrics - Build executive influence without direct authority - Align advocacy programs with revenue and retention goals - Communicate value using leadership-focused business language - Scale customer advocacy with confidence and credibility Whether your goal is increasing customer retention, strengthening stakeholder relationships, or elevating advocacy as a strategic business function, Customer Advocacy That Counts equips you with the tools, frameworks, and leadership mindset needed to turn customer advocacy into a measurable source of growth and competitive advantage. Themes include: customer advocacy, customer marketing, customer experience, stakeholder management, customer retention, executive influence, business impact measurement, advocacy strategy, revenue growth, customer-led growth

How to Build Influence and Drive Customer Experience Results

Customer Advocacy That Counts

This book is a strategic guide designed to empower professionals in one of the world's most technically demanding and culturally reserved industries: oil and gas. Blending deep industry insight with career-building strategies and thought leadership frameworks, the book speaks directly to engineers, operators, executives, and emerging talent navigating the challenge of visibility in a traditionally humble and hierarchical sector.Drawing from Yogashri Pradhan's lived experience-from field operations to executive strategy-the book addresses a critical yet often overlooked issue: the cost of staying invisible. While the industry's values of humility and technical rigor have fostered safety and resilience, they've also left many professionals-especially women, early-career talent, and underrepresented voices-undervalued or unseen. Yogashri reframes personal branding not as vanity, but as a form of leadership. Through her "Field-to-Feed" framework, she shows how technical professionals can amplify their impact-from pumpjacks to podiums, SCADA screens to social media, and compliance reports to conferences.A key strength of the book is its actionable toolkit for translating technical expertise into meaningful visibility. Readers learn how to craft authentic narratives that resonate across LinkedIn, pitch decks, lunch meetings, and boardrooms. Chapters on strategic networking, digital presence, and career storytelling are tailored for engineers and operators who want their work to speak louder, but aren't sure where to begin.Packed with practical exercises and case studies, the book gives professionals confidence to own their stories. Branding is framed as a tool for culture change and career growth, especially in times of industry transformation. Yogashri's core message: you don't need a title to lead-just visibility and purpose.

How to Improve Personal Branding in the Oil and Gas Industry

Fueling Impact

Build an organic social media strategy that drives measurable engagement, strengthens brand trust and delivers long-term business value. Organic Social Media is a strategic playbook for marketing managers, social media leads, and digital professionals responsible for turning content into consistent performance. As platforms evolve, algorithms shift and AI reshapes how content is created and distributed; organizations must move beyond reactive posting toward structured, insight-led strategy. This book shows you how to align audience understanding, platform selection and content planning with clear commercial outcomes. Written by Jenni Li Fowler, Director of Social Media Strategy at the Massachusetts Institute of Technology (MIT), this fully updated second edition reflects the realities of managing social media at scale. Drawing on enterprise-level experience, it combines proven frameworks with real-world examples to help you integrate influencer marketing across the full strategy lifecycle and apply generative AI responsibly, transparently and effectively. You'll learn how to: - Build audience-first strategies that drive engagement and community growth - Ask the right questions to shape insight-led social media planning - Develop scalable content plans aligned to brand and business goals - Create and manage strategic content calendars with clear performance metrics &gt;With a clear focus on execution, alignment and ROI, Organic Social Media equips you to strengthen brand voice, improve internal workflows and deliver consistent, measurable results in a fast-changing digital landscape. Themes include: social media strategy, community building, content planning, influencer marketing, generative AI, social media analytics

How to Build Flourishing Online Communities

Organic Social Media

Sales doesn’t end with a great presentation. It ends when the customer says yes. 
In Close That Sale, legendary sales authority Brian Tracy teams up with next-generation strategist Michael Tracy to deliver the most practical, field-tested guide to closing sales in today’s competitive marketplace.<ul><li>This is not theory.</li><li>This is not outdated “pressure selling.”</li><li>This is how top performers close consistently—ethically, confidently, and predictably.</li></ul>Drawing on decades of real-world experience and thousands of sales conversations across industries, Close That Sale reveals the exact mindset, language, and structure used by elite closers to turn hesitation into commitment. 
Inside, You’ll Discover:<ul><li> The psychology behind every buying decision—and how to align with it&nbsp;</li><li>How to recognize buying signals most salespeople miss</li><li> The closing questions that naturally move prospects forward</li><li> How to handle objections without resistance or pressure</li><li> The difference between asking for the order and earning it</li><li> Why most deals stall—and how to close them faster</li><li> Modern closing strategies that work in face-to-face, phone, and virtual sales</li></ul>Why This Book Is Different Brian Tracy brings the timeless principles that have helped millions succeed in sales. Michael Tracy adds the modern application—real conversations, real objections, and real results in today’s market. Together, they show you how to:<ul><li> Close more deals</li><li> Increase average sale size</li><li> Shorten sales cycles</li><li> Build trust while increasing revenue</li></ul>Who This Book Is For<ul><li> Sales professionals who want more consistent wins</li><li> Business owners who sell their own products or services</li><li> Entrepreneurs looking to convert more leads into revenue</li><li> Sales leaders training teams to close at a higher level</li></ul>The Bottom Line If you can present, you can sell. If you can sell, you can close-when you know how. Close That Sale gives you the tools, language, and confidence to do exactly that. Read it. Apply it. Close more deals.

The 34 Best Sales Closing Techniques Ever Discovered

Close That Sale!

The F2F Fundraising Playbook How to Master Face-to-Face Fundraising, Build Confidence, and Create a Real CareerFace-to-face fundraising isn't just a job - it's a skillset that can change your life.Whether you're brand new to fundraising or already on the streets knocking doors and stopping passers-by, The F2F Fundraising Playbook is the most complete, practical, no-nonsense guide ever written for people who want to earn more, grow faster, and lead teams in the fundraising industry.Written by industry professionals who have built and scaled high-performing fundraising teams across the UK, this book breaks down exactly how successful fundraisers think, act, and win - day in, day out.No fluff. No hype. Just proven systems. What You'll Learn Inside How face-to-face fundraising really works The psychology behind donor decisions Street fundraising vs door-to-door - and how to master both How to confidently approach strangers without fear The exact structure of a high-converting fundraising conversation How to handle objections calmly and professionally Daily habits that top fundraisers use to stay consistent How pay, bonuses, and progression actually work How to move from fundraiser → team leader → office leader How to build leadership skills that transfer to business and lifeThis playbook doesn't just teach you how to raise more money - it teaches you how to develop confidence, communication skills, resilience, and leadership that last long after the pitch ends. Who This Book Is For- New fundraisers who want a fast, confident start - Experienced fundraisers who want to increase conversions - Team leaders and managers building high-performance teams - Anyone curious about a career in face-to-face sales or fundraising - Entrepreneurs who want to master communication and influenceIf you've ever wondered "How do top fundraisers make it look so easy?" - this book answers that question step by step. Why This Book Is DifferentMost fundraising guides talk around the job.This one was written from inside the industry.It shows you the mindset, standards, discipline, and systems used by award-winning fundraising teams - and how you can apply them immediately, whether you're on your first day or your fifth year.This is the book many fundraisers wish they'd been given on day one. Your Playbook Starts NowIf you're ready to: - Earn more - Speak with confidence - Build leadership skills - Create real career progression - Become an authority in face-to-face fundraisingThen The F2F Fundraising Playbook is your next read.

The F2F Fundraising Playbook

This book Provides a roadmap for digital transformation- Demonstrates how digital transformation is necessary for the survival and growth of business organizations and nonprofits of all sizes and industry segments.

This book Provides a roadmap for digital transformation- Demonstrates how digital transformation is necessary for the survival and growth of business organizations and nonprofits of all sizes and industry segments.

A Roadmap for Driving Results in the Digital World

Transformative Marketing

Ready to turn your contracting skills into a thriving business?The Contractor’s Handbook is your ultimate guide to launching, running, and scaling a profitable contracting company. Whether you’re just starting out or looking to elevate your existing business, this book covers everything you need to know to succeed in the competitive world of contracting. Inside, you’ll discover:<ul><li>Proven Business Strategies: Learn how to establish a solid foundation, from business planning to securing your first clients.</li><li>Essential Financial Management: Master budgeting, pricing, and financial forecasting to ensure your business remains profitable and sustainable.</li><li>Winning Sales Techniques: Develop effective marketing strategies to attract clients, close deals, and build a strong reputation in your market.</li><li>Operational Excellence:Streamline your processes, manage projects efficiently, work effectively with vendors, and deliver high-quality work that keeps clients coming back.</li><li>Leadership and Team Building: Learn how to hire, train, and lead a skilled team that will help your business grow.</li></ul>Packed with real-world examples, expert advice, and actionable tips, The Contractor’s Handbook is your comprehensive roadmap to building a successful and sustainable contracting business. Whether you're aiming to stay small or expand into a multi-million-dollar enterprise, this book will give you the tools and confidence to achieve your goals.
Start your journey to contracting success today!

Profit Per Call

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