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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 7Selling a Company to High Priority Recruits

The Emotional Triggers That Doubled Acceptance Rates Among Top Talent

Confidence is what you feel when you comprehend the situation.

—Proverb

Values and priorities change with every generation. In particular, today’s batch of college graduates takes a holistic view of life and work decisions. This is the story about a leading global manufacturer of precision tools that suddenly encountered a significant drop in acceptance rates among top-tier engineering graduates. Emotional-trigger research uncovered the reason they were attracting so few of their high priority candidates by clarifying the difference between what this generation valued and what the manufacturer, steeped in tradition, continued ...

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