Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales Contributor(s): Goodman, Linda (Author), Helin, Michelle (Author) |
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ISBN: 1601630417 ISBN-13: 9781601630414 Publisher: Career Press OUR PRICE: $15.29 Product Type: Paperback - Other Formats Published: January 2009 Annotation: 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. |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - Research - Business & Economics | Consumer Behavior - General |
Dewey: 658.834 |
LCCN: 2008031776 |
Physical Information: 0.52" H x 5.38" W x 8.18" (0.61 lbs) 256 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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. |
Contributor Bio(s): Goodman, Linda: - 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. |