ISBN-10:
1601630417
ISBN-13:
9781601630414
Pub. Date:
01/01/2009
Publisher:
Red Wheel/Weiser
Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales / Edition 1

Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales / Edition 1

by Linda Goodman, Michelle Helin

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Product Details

ISBN-13: 9781601630414
Publisher: Red Wheel/Weiser
Publication date: 01/01/2009
Edition description: Original
Pages: 256
Product dimensions: 5.20(w) x 8.10(h) x 0.60(d)

About the Author


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 Lucent Technology, Schlumberger LTD, GE Corporation, Compaq Computer, Omnicom Group Inc., Staples, Tribe Pictures, and Disney. They have led seminars, developed workshops, and given speeches on a variety of sales and marketing topics. Goodman's business, LG Associates, is based in Avon, Connecticut. Helin's company, Michelle Helin LLC, is based in Houston, Texas.

Table of Contents

Introduction 11

Part I Discovering the Power of Emotion

Chapter 1 The Power of Emotion: What Emotional Triggers Are and Why They Matter 17

Chapter 2 Emotional-Trigger Research: Winning Using the Indirect Approach 31

Chapter 3 Digging for the Truth: What Is Accurate May Not Be Real 51

Part II Putting Emotional Triggers to Work-Sales

Chapter 4 Jumpstarting Sales: The Emotional Triggers That Solved the Mystery of a Weak Category 75

Chapter 5 Acquiring New Customers: The Emotional Triggers That Transformed a Sales Organization 85

Chapter 6 Winning More Business From Existing Customers: The Emotional Triggers That Captured Senior Management Attention 95

Chapter 7 Selling a Company to High Priority Recruits: The Emotional Triggers That Doubled Acceptance Rates Among Top Talent 107

Part III Putting Emotional Triggers to Work-Marketing

Chapter 8 Building the Brand: The Emotional Triggers That Launched Profitable New Ventures 123

Chapter 9 Co-existing With the Industry Giant: The Emotional Triggers That Repositioned a Service Business 133

Chapter 10 Inventing a New Business: The Emotional Triggers That Turned a Popular Activity Into a National Industry 147

Chapter 11 Marketing to Donors: The Emotional Triggers That Increased Contributions 159

Chapter 12 Repositioning a Business: The Emotional Triggers That Rescued a Newly Integrated Company 171

Part IV Putting Emotional Triggers to Work-Customer Relationships

Chapter 13 Benchmarking Customer Satisfaction: The Emotional Triggers That Saved 20 Million Dollars 185

Chapter 14 Turning Around a Company in Crisis: The Emotional Triggers That Stemmed Co-Op MemberDefections 195

Chapter 15 Improving Customer Relationships in a Monopoly Industry: The Emotional Triggers That Interpreted Mixed Messages 209

Part V Integrating Emotional Logic

Chapter 16 Challenges Around Every Corner: Dissecting and Managing Diverse Organizational Issues 223

Chapter 17 Final Thoughts: Thriving in an Increasingly Complex World 239

Index 249

About the Authors 255

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