How Customers Buy . . . & Why They Don't: Mapping and Managing the Buying Journey DNA

In business, nothing happens until somebody buys something. And most businesses have a very good idea of why a prospective customer should buy their offering but lack critical knowledge about how their customers actually buy and are often blind to why they may not. As a result of extensive research, How Customers Buy…And Why They Don't offers a formula for understanding any Customer Buying Journey. The book provides the approach to developing a strategy and a sales and marketing approach to...