Posted by Elena del Valle on February 13, 2009
Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales book cover
Photos: Career Press, EvinThayer
A newly published book written for sales and marketing professionals addresses issues relating to the emotional triggers the authors believe are behind shoppers purchasing behavior. In a jointly written book, Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales (Career Press, $14.99), Linda Goodman and Michelle Helin, business consultants with decades of experience advising Fortune 500 companies, discuss specific and practical guidelines to illustrate how “insights can become useful for converting emotional considerations into actionable solutions.”
They believe that the same emotional motivation that drives consumers to loyally purchase brand products applies to the business to business environment. They explain that unlike other popular methodologies that focus on mapping emotional reactions against existing products or communications messages, Emotional Trigger Research is a proactive technique designed to uncover the core, unfiltered, and spontaneous triggers that drive actions.
They are convinced that these triggers reveal insights that can be useful in creating sales and marketing strategies that may transform companies. The process relies on a combination of questions, listening, and in-depth conversations, to identify the information companies seek.
The 256-page paperback includes local, national and international case studies and is divided into five parts: Discovering the Power of Emotion, Putting Emotional Triggers to Work – Sales, Putting Emotional Triggers to Work – Marketing, Putting Emotional Triggers to Work – Customer Relationships, and Integrating Emotional Logic.
Linda Goodman and Michelle Helin, coauthors, Why Customers Really Buy
Goodman and Helin are independent business consultants who have served as senior sales and marketing officers for Fortune 500 corporations within the hospitality, entertainment, and retail sectors. Past clients, in the United States and around the world, include AT&T Lucent Technology, Schlumberger LTD, GE Corporation, Compaq Computer, Omnicom Group Inc., Staples, Tribe Pictures, and Disney. Goodman’s business, LG Associates, is based in Avon, Connecticut. Helin’s company, Michelle Helin LLC, is based in Houston, Texas.