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Why Customers Really Buy

Author: Linda Goodman

Publisher: Red Wheel/Weiser

Published: 2009-01-01

Total Pages: 256

ISBN-13: 1601637888

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.

How Customers Buy...& Why They Don’t

Author: Martyn R. Lewis

Publisher: Radius Book Group

Published: 2018-08-15

Total Pages: 280

ISBN-13: 1635765234

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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.

Authenticity

Author: James H. Gilmore

Publisher: Harvard Business Review Press

Published: 2007-10-18

Total Pages: 316

ISBN-13: 1633690571

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Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.

Heart and Sell

Author: Shari Levitin

Publisher: Red Wheel/Weiser

Published: 2017-02-20

Total Pages: 240

ISBN-13: 1632659271

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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.

Questions that Sell

Author: Paul Cherry

Publisher: HarperChristian + ORM

Published: 2017-12-07

Total Pages: 242

ISBN-13: 0814438717

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If you ask the right questions, then you’ll get the sale every time. As a salesperson, your product knowledge is extensive but that's not enough. If you fail to ask the right questions - the ones that uncover a customer's real needs - you will never close the deal. Top sales effectiveness expert and author Paul Cherry reveals advanced questioning techniques that will help you sell your products or services based on value to the customer, rather than price, and increase your success rate as a result. In Questions That Sell, Cherry shares material on how to: Discover hidden customer needs and motivations Reinvigorate a stale relationship Soothe anxious buyers Accelerate the decision process Upsell and cross-sell so you no longer leave money on the table Use questions to qualify prospects (without insulting them) And much more Questions That Sell is packed with powerful examples, exercises, and hundreds of sample questions for a wide range of buyer interactions. Success is yours for the asking. Smart questioning will get you there.

Why We Buy

Author: Paco Underhill

Publisher:

Published: 1999

Total Pages: 264

ISBN-13:

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The culmination of 15 years of meticulous research and observation, this riveting audiobook offers hilarious anecdotes and amazing hard facts about one of Americas favorite pastimes. Abridged. 7 CDs.

Heavy Hitter I.T. Sales Strategy

Author: Steve W. Martin

Publisher: TILIS Publishers

Published: 2014-10-01

Total Pages: 388

ISBN-13: 0979796172

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How Clients Buy

Author: Tom McMakin

Publisher: John Wiley & Sons

Published: 2018-03-13

Total Pages: 279

ISBN-13: 111943470X

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The real-world guide to selling your services and bringing in business How Clients Buy is the much-needed guide to selling your services. If you're one of the millions of people whose skills are the 'product,' you know that you cannot be successful unless you bring in clients. The problem is, you're trained to do your job—not sell it. No matter how great you may be at your actual role, you likely feel a bit lost, hesitant, or 'behind' when it comes to courting clients, an unfamiliar territory where you're never quite sure of the line between under- and over-selling. This book comes to the rescue with real, practical advice for selling what you do. You'll have to unlearn everything you know about sales, but then you'll learn new skills that will help you make connections, develop rapport, create interest, earn trust, and turn prospects into clients. Business development is critical to your personal success, and your skills in this area will dictate the course of your career. This invaluable guide gives you a set of real-world best practices that can help you become the rainmaker you want to be. Get the word out and make productive connections Drop the fear of self-promotion and advertise your accomplishments Earn potential clients' trust to build a lasting relationship Scrap the sales pitch in favor of honesty, positivity, and value Working in the consulting and professional services fields comes with difficulties not encountered by those who sell tangible products. Services are often under-valued, and become among the first things to go when budgets get tight. It is now harder than ever to sell professional services, so your game must be on-point if you hope to out-compete the field. How Clients Buy shows you how to level up and start winning the client list of your dreams.

Sticky Branding

Author: Jeremy Miller

Publisher: Dundurn

Published: 2015-01-10

Total Pages: 277

ISBN-13: 1459728122

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#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.

Customers for Life

Author: Carl Sewell

Publisher: Crown Currency

Published: 2009-07-01

Total Pages: 241

ISBN-13: 0307567311

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In this completely revised and updated edition of the customer service classic, Carl Sewell enhances his time-tested advice with fresh ideas and new examples and explains how the groundbreaking “Ten Commandments of Customer Service” apply to today’s world. Drawing on his incredible success in transforming his Dallas Cadillac dealership into the second largest in America, Carl Sewell revealed the secret of getting customers to return again and again in the original Customers for Life. A lively, down-to-earth narrative, it set the standard for customer service excellence and became a perennial bestseller. Building on that solid foundation, this expanded edition features five completely new chapters, as well as significant additions to the original material, based on the lessons Sewell has learned over the last ten years. Sewell focuses on the expectations and demands of contemporary consumers and employees, showing that businesses can remain committed to quality service in the fast-paced new millennium by sticking to his time-proven approach: Figure out what customers want and make sure they get it. His “Ten Commandants” provide the essential guidelines, including: • Underpromise, overdeliver: Never disappoint your customers by charging them more than they planned. Always beat your estimate or throw in an extra service free of charge. • No complaints? Something’s wrong: If you never ask your customers what else they want, how are you going to give it to them? • Measure everything: Telling your employees to do their best won’t work if you don’t know how they can improve.