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.
