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 4Jumpstarting Sales

The Emotional Triggers That Solved the Mystery of a Weak Category

It is easier to manufacture seven facts out of whole cloth than one emotion.

—Mark Twain

Using the bell curve to chart performance, most businesses inhabit the vast middle. Residing in a place equivalent to “average” has become risky. Years ago “average” suggested “solid.” Not anymore; now the word is a red flag, warning of oncoming danger. The literal definition of “average” is “normal” or “typical.” But that’s not the connotation and it’s rarely the reality. Today “average” is spelled “m-e-d-i-o-c-r-e,” and mediocre organizations tend to simply peter out over time. This is the story about a company in such a predicament, because, although sales overall ...

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