Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales | by Linda Goodman and Michelle Helin | 2009 | ISBN: 9781601630414. Sales and Marketing Books. Improving Customer Relationships.

November 23, 2009 by kutenk
Filed under: Business Books 

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

by Linda Goodman and Michelle Helin
2009 (256 pages)
ISBN:9781601630414

With twelve real-world case studies illustrating emotional-trigger research, this book reveals how customers emotionally connect with a product or service, and goes to the very root of how to craft winning solutions to reach them.

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







Introduction
Part I – Discovering the Power of Emotion
Chapter 1 – The Power of Emotion—What Emotional Triggers Are and Why They Matter
If Only!
The Real World
What Are Emotional Triggers?
Why Emotional Triggers Matter
Listening for Emotional Trigger Clues
Looking for Emotional Trigger Clues
Emotion Versus Logic
The Total Picture

Chapter 2 – Emotional-Trigger Research—Winning Using the Indirect Approach
Emotional-Trigger Research
How Emotional-Trigger Research Began
Linda’s Story: American Broadcasting Company
Michelle’s Story: Texas Air
What We Learned

Chapter 3 – Digging for the Truth—What Is Accurate May Not Be Real
Learning the Hard Way
Traditional Quantitative Research
Traditional Qualitative Research: Focus Groups
Deciding When to Use Focus Groups
Traditional Qualitative Research: In-Depth Interviews
Pros and Cons of In-Depth Interviews
A New Form of Research

Part II – Putting Emotional Triggers to Work—Sales
Chapter 4 – Jumpstarting Sales—The Emotional Triggers That Solved the Mystery of a Weak Category
Overview
An Inconvenient Truth
An Unlikely Combination: Tires and Emotion
The Way It Was
Price, Price, Price
Peace of Mind: Priceless!
The Answer


Chapter 5 – Acquiring New Customers—The Emotional Triggers That Transformed a Sales Organization
Overview
Stars in Alignment
An Unexpected Surprise
A Multitude of Voices, a Single Complaint
Can You Hear Me Now?
What Went Wrong?
Setting Things Right

Chapter 6 – Winning More Business From Existing Customers—The Emotional Triggers That Captured Senior Management Attention
Overview
A New Business Model
Follow the Money
So Much Activity, So Little Control
A Gathering Storm: Sarbanes-Oxley
Drowning in a Sea of Regulations
Connecting the Dots
Repositioning the Online Auction Site as a Turnkey Solution
Targeting the Chief Financial Officer

Chapter 7 – Selling a Company to High Priority Recruits—The Emotional Triggers That Doubled Acceptance Rates Among Top Talent
Overview
The Whole World in Your Hands
Have We Got a Deal for You
It Was Good Enough for Your Parents
They’re Our Lives and We’ll Do What We Want
Home Sweet Home
In the Cold Light of Day
The Generational Divide
A Dual Career Path

Part III – Putting Emotional Triggers to Work—Marketing
Chapter 8 – Building the Brand—The Emotional Triggers That Launched Profitable New Ventures
Overview
Leveraging a Position of Strength
Testing Current Assumptions
Small-Business Owners: Five Common Challenges
Similar Personal Values
Different Customer Profiles
Proprietors Versus Entrepreneurs
Finding the Sweet Spot
Exploiting the Sweet Spot: Profitable New Ventures


Chapter 9 – Co-existing With the Industry Giant—The Emotional Triggers That Repositioned a Service Business
Overview
The Times, They Were A-Changin’
David Versus Goliath
The Courtship
The Honeymoon
Marriage: The Reality Check
Regret
Now What?
A One-Two Punch

Chapter 10 – Inventing a New Business—The Emotional Triggers That Turned a Popular Activity Into a National Industry
Overview
Rah, Rah! Sis, Boom, Bah!
Too Much of a Good Thing
No Way to Fight It, No Way to Win
The Cheer Had Gone Out of Cheerleading
Give Us Some H-E-L-P!
United We Stand

Chapter 11 – Marketing to Donors—The Emotional Triggers That Increased Contributions
Overview
Please Sir, May We Have Some More?
A Different Breed
Clash of the Boomers
It’s a Small, Small World
Pushing the Wrong Buttons
If We Throw a Party, Will They Come?
Personalizing the Appeal
How Can I Help You? Let Me Count the Ways

Chapter 12 – Repositioning a Business—The Emotional Triggers That Rescued a Newly Integrated Company
Overview
The Absence of Choice
At Long Last
Why Worry? Be Happy!
Feelings, Nothing More Than Feelings
Be Careful What You Wish For
An Emotional Impasse
Letting the Competition Define You Is Never a Good Thing
Control the Message

Part IV – Putting Emotional Triggers to Work—Customer Relationships
Chapter 13 – Benchmarking Customer Satisfaction—The Emotional Triggers That Saved 20 Million Dollars
Overview
Edward’s Story
Perception Versus Reality
We Got to Have It: Just a Little Respect
Edward Kept in the Dark
Conflicting Emotional Triggers
The Danger of “Inside Out” Thinking
Success!

Chapter 14 – Turning Around a Company in Crisis—The Emotional Triggers That Stemmed Co-Op Member Defections
Overview
Shock, Outrage, Desertion
Drastic Circumstances Call for Drastic Measures
Management Was Positive. Were They Right?
The Unforgivable Sin
Members Weren’t Upset; They Were Furious
When an Explanation Becomes a Crutch
A Beacon of Hope
A Cultural Revolution
A Fresh Approach to Planning
Critical, Sophisticated, and Powerful Insights Lead to Turnaround

Chapter 15 – Improving Customer Relationships in a Monopoly Industry—The Emotional Triggers That Interpreted Mixed Messages
Overview
They Said What?
It’s Not the Money Stupid!
Unfairness and Complexity: A Dangerous Brew
What Do You Mean We’re Not Responsive? We’re Here, Aren’t We?
Either You’re With Us or You’re Against Us
The Method Is the Message
Communicate and Collaborate

Part V – Integrating Emotional Logic
Chapter 16 – Challenges Around Every Corner—Dissecting and Managing Diverse Organizational Issues
Overview
1. Restoring Employee Morale: A Promising Merger Gone Awry
2. Enhancing Customer Communications: The Y2K Scare
3. Strengthening Vendor Relationships: Supply Chain Disruptions
4. Understanding Analyst Expectations: A Growth Company’s Underperforming Stock
Emotional-Trigger Research: Limitless Possibilities

Chapter 17 – Final Thoughts—Thriving in an Increasingly Complex World
Overview
Announcing a New World Order
A Landscape Like None Before
Redefining Value: The Same Only Different
What Will Success Demand?
Customer Power
Emotional Insights: The New Currency

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