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Why People Don't Buy Things: Five Five Proven Steps To Connect With Your Customers And Dramatically Improve Your Sales - Softcover
Synopsis
Selling can be a science as well as an art, and offering the right product at the right price is only the starting point. The authors explore the thought processes potential buyers go through every time they consider making a purchase. This guide offers a systematic approach to understanding customers' motivations and tailoring the entire sales strategy to fit the customers' buying path. By teaching salespeople how to recognize different buying profiles, this book offers strategies and tactics to break out of non-productive patterns, forge new relationships, and turn promising prospects into repeat customers.
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Review
Harry Washburn and Kim Wallace, principals in a firm specializing in sales and marketing research, believe salespeople are most successful when they can read customers' true motivations and tailor subsequent strategies to fit their unique needs. Based on 20 years' experience with companies like AT&T, IBM, and Polaroid, they've developed a method for replacing traditionally combative sales techniques with ones that encourage a cooperative decision-making process. In Why People Don't Buy Things, they explain how to find each customer's "buying path" by determining his or her specific "buying profile," which they classify as either Commander, Thinker, or Visualizer--and then adjusting arguments, language, and demonstrations to match them. The result, they contend, will help salespeople overcome stumbling blocks that regularly drive possible business away before a sale is consummated.
As any experienced salesman knows, if an individual or group prospect has substantial objections to buying from you that are not smoked out and resolved in your favor, you will lose the sale.... Why people don't buy things is as important a factor in individual and group purchasing decisions as why they do buy things.--Howard Rothman
About the Author
Harry Washburn and Kim Wallace are Chairman and President, respectively, of Wallace & Washburn, Inc., specializing in sales and marketing research and consulting services. Harry Washburn lives in Cambridge, Massachusetts, and Kim Wallace lives in Wellesley, Massachusetts.
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- PublisherBasic Books
- Publication date2000
- ISBN 10 073820157X
- ISBN 13 9780738201573
- BindingPaperback
- Number of pages208
- Rating
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