Why Customers Really Buy
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Why Customers Really Buy
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Author : Linda Goodman
language : en
Publisher: Red Wheel/Weiser
Release Date : 2009-01-01
Why Customers Really Buy written by Linda Goodman and has been published by Red Wheel/Weiser this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-01-01 with Business & Economics categories.
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.
Why Customers Really Buy
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Author : Linda Goodman
language : en
Publisher:
Release Date : 2009
Why Customers Really Buy written by Linda Goodman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Consumer behavior categories.
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 Incorporated, Staple ...
Why Customers Should Buy
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Author : Grace Rechner
language : en
Publisher: Grace Rechner
Release Date : 2023-08-01
Why Customers Should Buy written by Grace Rechner and has been published by Grace Rechner this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-01 with Business & Economics categories.
In a world driven by consumer choices, understanding why customers buy is the key to success for businesses in every industry. Grace Rechner's groundbreaking book, "Why Customers Buy," delves into the intricate world of consumer psychology, uncovering the underlying motivations and decision-making processes that drive purchasing behavior. Drawing from extensive research and real-world examples, Rechner explores the fascinating interplay between emotions, cognitive biases, and social influences that shape our buying decisions. She reveals the core psychological principles that drive customer behavior, providing invaluable insights and practical strategies for businesses to enhance their marketing efforts and boost sales. "Why Customers Buy" takes readers on a journey through the customer's mind, unraveling the complexities of consumer behavior and offering a fresh perspective on what truly drives purchase decisions. From the initial stages of need recognition to the final purchase, Rechner uncovers the hidden factors that influence customer choices, such as the impact of social proof, the allure of scarcity, and the power of storytelling. With an emphasis on practicality, Rechner equips businesses with actionable techniques to leverage consumer psychology in their marketing and sales strategies. Readers will learn how to craft compelling messaging that resonates with customers' emotional needs, build trust through authenticity, and optimize the customer experience to create long-lasting loyalty. Throughout the book, Rechner presents thought-provoking case studies, expert interviews, and hands-on exercises, allowing readers to apply the principles and strategies discussed to their own businesses. Whether you're a marketing professional, business owner, or aspiring entrepreneur, "Why Customers Buy" provides a comprehensive toolkit to unlock the mysteries of customer behavior and transform your approach to sales and marketing. By embracing the psychological factors that influence customer decisions, businesses can gain a competitive edge, create impactful connections with their target audience, and ultimately drive growth and success in today's dynamic marketplace. "Why Customers Buy" is an indispensable guide for anyone seeking to unravel the enigma of consumer behavior and harness its power to drive business success.
Seducing Strangers
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Author : Josh Weltman
language : en
Publisher: Workman Publishing Company
Release Date : 2015-04-07
Seducing Strangers written by Josh Weltman and has been published by Workman Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-07 with Business & Economics categories.
How to get someone, somewhere, to do something. The job is using words, pictures, stories, and music to seduce strangers. In the industrial, mass-media, consumer economy of the past, the job was called advertising, and “Mad Men” did it. In today’s service-based, social media-focused, information economy, the job is called life, and everyone does it. Here’s how you can do it. And do it better.
How Customers Buy Why They Don T
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Author : Martyn R. Lewis
language : en
Publisher: Radius Book Group
Release Date : 2018-08-15
How Customers Buy Why They Don T written by Martyn R. Lewis and has been published by Radius Book Group this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-08-15 with Business & Economics categories.
Lewis makes a compelling argument that businesses must look beyond their own internal view of how something is sold, to the external reality of how customers actually buy. He asserts that no one buys anything because of a sales process; customers only buy because of their own buying process. And so, for all those whose livelihood depends upon successful revenue generation, the only rational course of action is to positively influence and effectively manage the end-to-end customer-buying journey. The simple failure of mousetrap logic—that is, the quality of the product or value proposition of the service is sufficient to convince customers to make a purchase—is at the heart of most revenue generation challenges today. How Customers Buy...and Why They Don’t shows that vendors are too often trying to solve the wrong problem, because customers actually do “get it,” they just don’t buy it. The book starts by explaining Outside-in Revenue Generation. It then decodes the six elements of the Customer Buying Journey DNA. It defines the nine Buying Concerns, any one of which can derail a purchase. It unveils the deceptively simple and elegant 4Q Buying Style Quadrant that unlocks the intricacies of how buyers actually think. The second section of the book explains what you can do about customers not buying your products or services. It reveals that there are only four things—Sales and Marketing Imperatives—that can be done to positively impact the market. It goes on to walk the reader through the development of the Market Engagement Strategy. The final section of the book translates the five components of the Market Engagement Strategy into actionable sales and marketing behaviors.
Sticky Branding
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Author : Jeremy Miller
language : en
Publisher: Dundurn
Release Date : 2015-01-10
Sticky Branding written by Jeremy Miller and has been published by Dundurn this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-10 with Business & Economics categories.
#1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.
Simply Better
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Author : Patrick Barwise
language : en
Publisher: Harvard Business Review Press
Release Date : 2004-08-12
Simply Better written by Patrick Barwise and has been published by Harvard Business Review Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-08-12 with Business & Economics categories.
Most executives believe that winning and keeping customers requires offering something unique. But as physical products are seen as increasingly hard to differentiate, companies resort to branding, gimmicks, and “thinking outside the box.” Meanwhile, customers are less satisfied than they were a decade ago. Patrick Barwise and Seán Meehan argue that most companies have taken differentiation so far that they’ve left their customers behind. Customers don’t want bells and whistles and don’t care about trivial differences between brands. What they really want are quality products, reliable services, and fair value for money. Yet most companies consistently fail to meet these basic customer needs. Simply Better is a no-nonsense, back-to-basics manifesto for today’s businesses. Barwise and Meehan argue that successful differentiation lies not in unique selling propositions, but in generic category benefits, such as good service, on-time delivery, and quality products, that any company can provide. The key is to deliver these consistently better than competitors. Illustrating this customer-focused differentiation through vivid examples of companies, including Toyota, P&G, Hilti, Tesco, and Ryanair, Simply Better outlines an actionable framework managers can use to: • Understand what customers really value and why they buy the brands they do • Discover basic, unmet needs ripe for reliable solutions • Channel customer dissatisfaction into performance improvements • Balance in-the-box thinking in strategy and innovation with out-of-the-box thinking in advertising and communications • Create a learning culture that continuously responds to changing customer needs While being unique might be exciting and appealing, it doesn’t drive business success. Simply Better shows how meeting and exceeding the most ordinary of customer expectations can lead to extraordinary—and lasting—rewards.
Sell The Way You Buy
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Author : David Priemer
language : en
Publisher: Page Two
Release Date : 2020-04-07
Sell The Way You Buy written by David Priemer and has been published by Page Two this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-07 with Business & Economics categories.
While a Vice President at Salesforce, David Priemer had an epiphany during one of the company's high-pressure selling periods: the very sales tactics they were using were not working on him. Yes, the numbers still showed results, but through brute force rather than elegance and efficiency. Priemer also discovered that his sales colleagues were spending far more time on leads that did not convert to sales than on those that did. His company--and his entire profession--was acting with more than enough gusto, but without enough awareness and empathy. They were not selling the way they buy. Sell the Way You Buy is about much more than putting yourself in the customer's shoes. Customers don't always know what they want or need, or they may be seeking a solution for something that isn't their core problem. They suffer from status quo bias, from recency bias, from confirmation bias. And meanwhile, the state of overwhelming choice has most products and solution providers adrift in the "Sea of Sameness." In today's world, almost everyone is in sales, but as Priemer realized, we don't teach it. Sell the Way You Buy will show you how to ask questions, how to listen, how to tell a compelling brand story, and how to talk to customers (how to talk to people). Priemer reveals scientifically supported methods to understand the customer, identify their needs, and move them toward the right solution--all the while teaching you to avoid all the reasons why the average person doesn't like salespeople. In short, to sell the way you buy.
Heart And Sell
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Author : Shari Levitin
language : en
Publisher: Red Wheel/Weiser
Release Date : 2017-02-20
Heart And Sell written by Shari Levitin and has been published by Red Wheel/Weiser this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-20 with Business & Economics categories.
Are you making it difficult for your potential customers to buy from you? Today’s buyers are overloaded – overwhelmed by too much information and suffering from decision fatigue. Across industries, customers are delaying purchasing decisions or even choosing to stick with the status quo so they can avoid the dreaded “sales process.” In response, many sales professionals are overcompensating with behaviors that are either too accommodating or that create high pressure – and alienating potential buyers in the process. How can you reconcile your need to meet sales targets with the customer’s desire for a heartfelt, authentic sales approach? Author Shari Levitin, creator of the Third-Level Selling system, offers a dynamic framework for effective selling in the Digital Age. Unlike other sales books that focus on abstract tips or techniques, Heart and Sell offers a science based real-world approach that will help you dramatically increase your sales—regardless of your level or industry. Discover the 7 Key Motivators that influence every decision your customer will make. Learn to align your sales process with how people buy—instead of fighting against it. Harness the power of the Linking Formula to create true urgency. Master the 10 Universal Truths so you can beat your sales quota without losing your soul. Understand the 6 Core Objections and how you can neutralize them. In a market where the right approach is key, Heart and Sell shows you how to blend the new science of selling with the heart of human connection to reach more prospects and consistently close more deals.
The Decision Expedition
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Author : Simon Hawk
language : en
Publisher:
Release Date : 2022-06-02
The Decision Expedition written by Simon Hawk and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-02 with categories.
ARE YOU SPENDING MONEY ON ADVERTISING BUT NOT GETTING THE RESULTS YOU WANT? YOU ARE NOT ALONE LEARN THE SECRET REAL RULES OF MARKETING THAT BIG BUSINESSES ALREADY KNOW AND USE Marketing is all about influencing and persuading your customer. That all boils down to one simple thing - the brain and how it makes decisions. Once you know how to influence your customers at a brain level, you'll never waste a penny on marketing that doesn't work. Better still, you won't get caught up in the latest trend or tactic, because you know what works. Every. Single. Time. Plus, you can action this and get results for FREE. Your customer's brain has evolved over millions of years to function in a certain way, and there are proven ways to engage it. Simon Hawk has over 15 years' marketing experience and worked with some of the biggest brands in the world. He has discovered that the secrets of great marketing are found in the worlds of neuroscience, sociology, psychology and behavioural economics. His passion for the brain is infectious, and in this accessible book he shares simple, practical, fail-safe strategies for small business owners to speak to their customers' brains. Join Simon on a journey through the mind to uncover the secret to more sales.