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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 6Winning More Business From Existing Customers

The Emotional Triggers That Captured Senior Management Attention

Sometimes the situation is only a problem because it is looked at in a certain way. Looked at in another way, the right course of action may be so obvious that the problem no longer exists.

—Edward de Bono

Every so often, a company gets really lucky, because the demand for their product or service is driven by external forces. This is the story about such a business. They were literally sitting on a gold mine and didn’t realize it. Emotional-trigger research exposed key insights that enabled this company to capitalize on untapped opportunities and elevate their level of client contact to senior decision makers. By repositioning ...

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