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 5Acquiring New Customers

The Emotional Triggers That Transformed a Sales Organization

The human body has two ears and one mouth. To be good at persuading or selling, you must learn to use those natural devices in proportion.

—Tom Hopkins

Sometimes a company is their own worst enemy. The competition isn’t the problem. Instead, it creates obstacles all on its own. This is the story of a Southwest data storage operation that found their service extremely timely following Hurricane Katrina. Their top-notch sales team easily opened doors with companies more acutely aware of the need to protect sensitive data, but they failed to gain many new customers. Emotional-trigger research revealed the fatal flaw in their sales approach and provided ...

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