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Description - Why Customers Really Buy by Michelle Helin

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 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 Details

ISBN: 9781601630414
ISBN-10: 1601630417
Format: Paperback
(210mm x 133mm x 13mm)
Pages: 256
Imprint: Career Press
Publisher: Career Press
Publish Date: 1-Jan-2009
Country of Publication: United States

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Author Biography - Michelle Helin

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.