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Why People Don't Buy Things: Five Proven Steps to Connect With Your Customers and Dramatically Increase Your Sales Remove the obstacles to achieving sales and you will reach your sales goals. Learn about the three basic buyer profiles, and how each should be approached to get the most positive response. Unlike the generation that came before them, the baby boomers are big spenders who use their money to make life fuller, more comfortable and more interesting. They are a powerful collective economic force, not only because of their sheet numbers, but also because they tend to be outgoing, open to new things, and determined to live for the moment. To sales and marketing professionals, baby boomers are a supreme target market. But baby boomer consumers are also, in the main, very sure of their tastes and desires. They are savvy shoppers who will not easily be led. In this thoroughly researched book, Harry Washburn and Kim Wallace take an unusual approach: instead of asking what drives people to purchases, they ask what drives them away. The authors, heads of a sales and marketing research firm, have two decades of experience working with companies such as AT&T, IBM, and Polaroid. In their experience, traditionally aggressive modes of selling are more likely to alienate than attract customers, particularly in certain situations. Instead, Washburn and Wallace advocate a kind of shared decision-making process into which the seller draws the buyer. Every consumer, they suggest, has a "buying path" dictating by a personal "buying profile." Buying profiles correspond to three categorizations, according to this schema: Commander, Thinker, and Visualizer. Each profile will respond best to certain types of argument, language and demonstration; the seller's success depends on ability to determine the profile of an audience and adjust sales pitches to suit. In the case of mass marketing, communications should incorporate tactics designed for each particular type of consumer, not just for the target market. Professional sound and field-tested, Why People Don't Buy Things shows readers how to win the sales and marketing game by asking what the customer wants from the seller instead of the opposite question. Most salespeople realize that a customer's objections to buying are the real issue in any prospective sale. Here sellers are provided with the tools to remove this primary obstacle to success. New, smart insights are offered on the reasons for common customer hesitations, along with the right suggestions for addressing customer concerns. "Washburn and Wallace take the mystery out of the selling process," said John C. Ferries, former President-International with D'Arcy Masius Benton & Bowles. Theoretically rigorous yet highly accessible, it will give retail merchandisers, sales personnel, corporate leaders, marketing executives and others the right lessons for increasing sales success. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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