Why Customers <i>Really</i> Buy: Uncovering the Emotional Triggers That Drive Sales

Red Wheel/Weiser
Free sample

The motivations customers act on are seldom logical, predictable, or even conscious. Instead, their strongest responses stem from one source: emotion. It's a deceptively simple reality. But it permanently changes the way organizations must go about understanding their customers.

Why Customers Really Buy introduces emotional-trigger research, a revolutionary new approach that uncovers the core, unfiltered, and spontaneous triggers that drive customer sales. Traditional market research is outmoded and counterproductive because old methods measure rather than inform. They generate predictable answers that confirm preconceived assumptions.

Emotional-trigger research is a powerfully different method that gets to the heart of what companies need to know. Based on an indirect approach that features provocative questions, insightful listening, and in-depth conversations, the results are more spontaneous and enlightening.

This book equips sales and marketing professionals with:

  • The keys to solving the mystery of how customer decisions are really made
  • Twelve real-world case studies illustrating how emotional-trigger research solved many of the most pressing sales/marketing challenges companies confront
  • Twelve universal sales/marketing lessons revealed through emotional-trigger research and how to apply those lessons to diverse industries

Why Customers Really Buy reveals how customers emotionally connect with a product or service, and goes to the very root of how to craft winning solutions to reach them.

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About the author

Linda Goodman and Michelle Helin are independent business consultants who have served as senior sales and marketing officers for Fortune 500 corporations within the hospitality, entertainment, and retail sectors. Their clients, located in the United States and around the world, represent diverse industries and range from leading global corporations to entrepreneurial start-ups, including Lucent Technology, Schlumberger LTD, GE Corporation, Compaq Computer, Omnicom Group Inc., Staples, Tribe Pictures, and Disney. They have led seminars, developed workshops, and given speeches on a variety of sales and marketing topics. Goodman's business, LG Associates, is based in Avon, Connecticut. Helin's company, Michelle Helin LLC, is based in Houston, Texas.
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Additional Information

Publisher
Red Wheel/Weiser
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Published on
Jan 1, 2009
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Pages
256
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ISBN
9781601637888
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Language
English
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Genres
Business & Economics / Consumer Behavior
Business & Economics / Marketing / Research
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.

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