Why Customers Really Buy

Uncovering the Emotional Triggers That Drive Sales

Business & Finance, Marketing & Sales, Research, Consumer Behaviour
Cover of the book Why Customers Really Buy by Linda Goodman, Michelle Helin, Red Wheel Weiser
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Author: Linda Goodman, Michelle Helin ISBN: 9781601637888
Publisher: Red Wheel Weiser Publication: January 1, 2009
Imprint: Career Press Language: English
Author: Linda Goodman, Michelle Helin
ISBN: 9781601637888
Publisher: Red Wheel Weiser
Publication: January 1, 2009
Imprint: Career Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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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