“What do my customers really care about?”

The motivations we act on are seldom logical, predictable, or even conscious. Within today’s barrage of information and stimuli, our strongest responses and actions stem from one source: emotion. Whether we’re jump-starting sales, repositioning a product or a service or dealing with a business crisis, the underlying driver of emotion cannot be overemphasized. 

For sales and marketing executives, understanding the “emotional triggers” that drive customer behavior is the key. Emotional trigger research is a powerful and innovative technique that uncovers the core, unfiltered, and spontaneous triggers that cause customers to act.

Traditional market research can be counter-productive. The old method generates predictable confirmation of a preconceived hypothesis. The conventional approach asks, “How can we sell this product or service?” instead of the primary question, “What product or service does the customer want or need?” Emotional trigger research is a uniquely different method that gets to the heart of what you and your company need to know. Traditional market research can’t compare—and can’t keep pace with the demands that companies face today.

The groundbreaking book Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales by Linda Goodman and Michelle Helin reveals the strategic answers to the mystery of how customer decisions are made. This indispensible guide addresses how customers emotionally connect with a product or service, and goes to the very root of how to craft winning solutions for your entire business.

Understanding your customers at the deepest level is a key to survival in today’s marketplace. Are you prepared?