Customer Reviews

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

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This is a terrific book for today given the challenges for marketing right now. It offers a creative point of view one can use to rethink strategies. I highly recommend it.

As an educator and MBA with previous focus group experience, this book takes the role emotion plays in decision making to a new level. I was fascinated and surprised by how this technique applied equally to business, academia, and non-profits. The concept makes perfect sense. I read it from cover to cover in a few hours and it was a real learning experience

I learned a lot through this book that I have been ably to apply in my own business. Understanding how your specific target audience buys your product or service is the key to increasing sales. I definitely recommend this book to anyone who wants to increase conversion rates on qualified leads and systematically grow your business.

I really enjoyed this book. I read it over a weekend and when I got to the office on Monday I felt I had been at a graduate seminar. I was inspired to ask more questions and look deeper into the problems we are having with various clients.

Reading all the cases was enlightening. I hate to admit how much emotion is involved in my management style and in dealing with suppliers, clients and employees.

Emotions, emotions, emotions. What a concept. In these pages I was relieved to learn so many other businesses, large and small, are driven by the same anxieties.

Everywhere you turn these days it seems there's a new book about how consumers are influenced by emotion. But this is the first one I've come across that demonstrates how businesses are also driven by emotional considerations. As a CEO who has run both retail and B-to-B companies, this book is full of very practical insights that really can be applied to growing sales. Whether you're selling directly to consumers or targeting other companies, this book offers fresh practical ideas on how to close the deal. It's a smart, surprisingly original, easy read that belongs on the bookshelf of every sales and marketing executive.

Having experienced frustration and disappoint with the traditional "focus group" approach to understanding customer behavior, I was thrilled to read about the emotional trigger approach employed by these authors. Their approach to connecting with customers and gaining useful business insights should be embraced by marketers during these difficult economic times.

This is really one of the most insightful books on marketing I've read. So many books are based on such a systematic "one size fits all" approach and this book really offerz a new outlook. I higly recommend it for any marketing professional, especially in this tough economy.