New Book Uncovers the Emotional Triggers That Drive Sales

Must-read new book for sales and marketing professionals explains why the corporate decision to buy Oracle or do business with service providers is no different than consumers deciding to buy Toyota or Nike.

(Franklin Lakes, New Jersey, January 12 2009): A new book comprehensively introduces Emotional Trigger Research, a deceptively simple but powerfully effective method that helps uncover the core, unfiltered and spontaneous triggers that cause people to act.

Linda Goodman and Michelle Helin, business owners with decades of consulting experience for America’s Fortune 500 companies, have released their first joint book, ‘Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales’. The book, published by Career Press, is now available in major bookstores across the country and on www.amazon.com.

According to Ronald W. Fry, President of Career Press, the book addresses a subject that is long overdue. “As companies deal with unprecedented global challenges, coupled with the recent catastrophic economic downturn, they are looking for new ways to attract and retain customers”, said Fry. “Traditional approaches to explaining customer behavior are no longer enough to remain competitive. The book is a must-read manual for marketing and sales professionals who are seeking new and innovative ways to grow their businesses, and professionals who are asking the questions ‘What makes my customers do what they do?’ and ‘What really motivates them?’

Transcending the current trend of books and theories about “gut instinct” and “intuition,” ‘Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales’ offers specific and practical guidelines for sales and marketing executives that illustrate how previously undetected insights can become the basis for converting emotional considerations into actionable solutions. While previous books on the subject have identified the power of understanding the emotional connection to purchasing decisions, this book demonstrates that the same emotional bond that consumers feel for Apple or Coke can effectively be replicated in the B2B space.

Unlike other traditional methodologies that primarily focus on mapping emotional reactions against existing products or communications messages, Emotional Trigger Research is a proactive technique aimed at uncovering the core, unfiltered, and spontaneous triggers that drive actions. These triggers reveal insights for crafting the sales and marketing strategies that transform companies. Utilizing a combination of provocative questions, insightful listening, and in-depth conversations, this powerfully different method gets to the heart of what companies need to know.

‘Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales’ offers a number of insightful case studies cross multiple disciplines and market segments, within the local, national and global landscape.