Why Customers Really Buy
Uncovering the Emotional Triggers That Drive Sales
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Why Customers Really Buy by Linda Goodman
Book DescriptionThe 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 organisations 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
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Book DetailsISBN: 9781601630414
(210mm x 133mm x 13mm)
Imprint: Career Press
Publisher: Career Press
Publish Date: 21-Jan-2009
Country of Publication: United States
Books By Author Linda Goodman
Linda Goodman's Relationship Signs, Paperback (June 1999)
In the perceptive and sensitive style that sets her work apart, Goodman sends her readers to the stars like never before. "Relationship Signs" is an individualized, detailed analysis of compatibility, based on birthcharts. The easy-to-use tables help readers to create astrological charts.
Linda Goodman's Love Signs, Paperback (February 1993)» View all books by Linda Goodman
Offering serious and casual readers of astrology insight into the power of love, this book extends beyond the common topics covered in most astrology guides, and examines in detail everything from sexual compatibility to a lover's secret hopes. It also shows how to open the lines of communication.
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Author Biography - Linda Goodman
Linda Goodman and Michelle Helin are independent business consultants who have served as senior sales and marketing officers for corporations within the hospitality, entertainment and retail sectors.
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