O'Reilly logo

Why Customers Really Buy by Michelle Helin, Linda Goodman

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 1The Power of Emotion

What Emotional Triggers Are and Why They Matter

If Only!

When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.

—Dale Carnegie

How many times, when struggling to solve a complex business problem, have you thought how much simpler your life would be if only everything was a matter of black and white? If there were no gray areas? If we lived in a world of absolutes, free of “ifs,” “ands,” or “buts,” where customers said what they meant and meant what they said? If a direct question always led to the one right solution? But the business world we actually inhabit is nothing like that. It’s complicated, nuanced, and frequently perplexing. Yet despite mounting evidence ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required