Why Customers Really Buy

Why Customers Really Buy introduces emotional-trigger research, a revolutionary new approach that uncovers the core, unfiltered, and spontaneous triggers that drive customer sales.

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.

Traditional market research has a role, but its purpose is to measure rather than inform. 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.

See details at Amazon

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