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Why People Don't Buy Things Paperback – January 7, 2000
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In NLP you have a similar process in which you match how you speak to them with how they process thoughts.
In this book they are categorized as The Commamder, the Thinker or the Visualizer.
In NLP your potential customers are classified as visual, hearing or emotional dominate processing types of people.
You would match your response to something like I see what you mean or that's the way I see it to a visual person.
To a hearing dominate person you would say I hear what you are saying or simply I heard that and nod in agreement with them.
With an emotional person you would reply with that's exactly how I feel too or I feel the same way you do.
The ways to adjust your selling response to emphasize what this book's classifications are most interested in are listed.
There are other helpful ideas but you get the gist of what the book is about.
Well worth studying even if you find that some of the authors' points on certain buyers priorities might not match your own personal experience.
This book will allow you to:
1) quickly identify which of the three psychological profiles (i.e. commander, thinker, visualizer) your prospect belongs to,
2) which of the 5 steps in the purchasing process your prospect is currently at,
3) and know exactly which words/phrases you have to use while speaking with your prospect in order to match his/her psychological profile and GET YOUR MESSAGE ACROSS IN THE WAY THAT THEY WANT TO HEAR IT.
Regardless of what year it is or what the latest technology trends are, people are still people, and the basic psychology and purchasing process described in this book will remain at the core of how people make purchasing decisions.
A must read for anyone in sales, marketing, or advertising.
Once you have determined which of the three your prospect is you can tailor your presentation to what works for them. E.G, a Commander would respond to the fact that your company has been in business for 75 years, wheras a Thinker would not respond as well to his fact.
"Why People Don't Buy Things" is an "evergreen" publication. It's been printed in four languages. The ideas and selling tips apply directly to the digital age, not just conventional one-on-one sales. This is more important than ever now that consumers worldwide have taken control of the buying process thanks to the Internet.
According to "Why People Don't Buy Things", the key is still selling to people the way they want to buy, not the way you want to sell them: 1) Know where your prospect is on the buying path (first timer, repeat buyer, evaluating buying options, determining where to buy and evaluating price). 2) What's their buying modality (Thinker, Visualizer or Commander)? and 3) Sell to them the way they want to buy using proven selling arguments which work best with their primary modality. "Trigger" words help to reinforce key points.
Thinkers don't want to hear that you're product is # 1 because they'll think you're fat and lazy, resting on your laurels. They want logic. Visualizers don't want to know the logic behind it. They want to see how it's quick and easy to use. Commanders want to know who your big name clients are, not the product's aesthetics/design or ease of use.
In addition to the book Wallace and Washburn now have a cool Buying Quiz at www.wallacewashburn.com. It's like the Myers Briggs of marketing. You get to see how you score by modality type versus over 75 famous people. Check it out.
This is not one of those books that is just an advertisement for their consulting or their seminars. Each of the three personality types is clearly described. A simple trick is given to remember how to pick each personality type. Then many real life examples of how to sell to that presonality type. All the authors have left for you is to modify the examples to the products you are selling, modify the presentation you already use so that it targets the three personality types in 4 or 5 areas and you will be selling in a way your client likes to buy.
What if you are doing group sales with a mixture of personality types in the same room? It is covered in this book.
This book is too good and too cheap not to get and read. The contents are too easy to not put into practice.
Top international reviews
It claims to have new insights and goes into such monotous theorectical details that I could hardly believe how the authors thought it was worth publishing. This book made me want to scream 'get to the point already!'
If you want my advice spend your money on a Frank Bettger, Dale Carnegie or Maxwell Maltz book. I know they are all old school but they give you something you can get your teeth into. Which is a lot better than the 'don't put a foot wrong' approach that most modern writers on the subject of marketing adopt. Perhaps these guys really do have something to contribute the trouble is they did not communicate accessibly in this book. Perhaps if they had got someone who could write to co-author the book I might be writing a different review.