Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales - Brossura

Goodman, Linda; Helin, Michelle

Brossura

ISBN 10: 1601630417 ISBN 13: 9781601630414

Casa editrice: Career Pr Inc, 2009

Riassunto

Case studies and marketing lessons are combined in this new approach to understanding the consumer and the reasons they make the decisions they do in purchasing an item or service, along with techniques for improving sales through insightful listening and proactive questioning of the consumer. Original.

Su questo libro

L'autore:

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.

Product 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 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

Su questa edizione

• Editore: Career Pr Inc
• Data di pubblicazione: 2009
• ISBN 10: 1601630417
• ISBN 13: 9781601630414
• Rilegatura: Copertina flessibile
• Numero di pagine: 256