reading between the lines

In the midst of unprecedented global change, how do businesses find their best customers, identify and meet customers’ needs, and successfully bring their goods and services to market?

Emotional trigger research is a compelling new tool for savvy sales and marketing executives who dare to look beyond conventional approaches to uncover the secrets that make a tangible difference.

"Michelle & Linda's collaboration brings to clients a unique ability to uncover the hidden motivations behind how and why people, especially customers, make the decisions that they do. These powerful Insights have fueled major new successes for our company"

Seth Fagelman

President, CyrusOne

Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales introduces emotional trigger research, a revolutionary new methodology that uncovers the hidden reasons behind customer behavior. This book details the major sales and marketing challenges that confront business today and demonstrates a proven approach for understanding and meeting those challenges.

Inside the pages of Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales are specific and practical guidelines for sales and marketing executives that illustrate how previously undetected insights can become the basis for converting emotional considerations into the right strategic solutions. It brings together lessons learned from companies that have achieved success applying the creative, innovative, and highly adaptable thinking of emotional trigger research. This indispensable guide, which includes 12 real world case studies of how emotional trigger research proved crucial to some of America's leading companies, reveals:

• Why conventional research techniques often fail
• How to win using the indirect approach
• What emotional triggers are and why they matter.
  

Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales benefits sales and marketing professionals as well as any executive who has a vested interest in understanding or driving specific behaviors. Discover how emotional trigger research helped diverse organization within the full spectrum of consumer and business-to-business sectors:

• Acquire new customers
• Win more business from existing customers
• Create long term customer value
  
• Build or reposition a brand
• Market to donors
• Launch a new product or service
• Build strong organizational cultures
  

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