Why Customers Really Buy

Uncovering the Emotional Triggers That Drive Sales

Author:Linda Goodman and Michelle Helin
ISBN-13: 978-1-60163-041-4
Pages: 256
Dimensions: 5.25 x 8.25 inches
Format: Paper
Price: $16.99

“The emotional-trigger research you conducted revealed critical, sophisticated and powerful insights that provided a valuable roadmap to the successful turnaround of our company.”
—Pamela Forbes Lieberman, former CEO, True Value Company
“The research you conducted for us has provided insights that have driven major changes in our business that have been critical to our continuing growth and success.”
—Stephen D. Judge, former President, Rapp Collins Worldwide-Dallas
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.
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 AT&T 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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