Contents
Part IDiscovering the Power of Emotion
Chapter 1THE POWER OF EMOTION: WHAT EMOTIONAL TRIGGERS ARE AND WHY THEY MATTER
Chapter 2EMOTIONAL-TRIGGER RESEARCH: WINNING USING THE INDIRECT APPROACH
Chapter 3DIGGING FOR THE TRUTH: WHAT IS ACCURATE MAY NOT BE REAL
Part IIPutting Emotional Triggers to Work—Sales
Chapter 4JUMPSTARTING SALES: THE EMOTIONAL TRIGGERS THAT SOLVED THE MYSTERY OF A WEAK CATEGORY
Chapter 5ACQUIRING NEW CUSTOMERS: THE EMOTIONAL TRIGGERS THAT TRANSFORMED A SALES ORGANIZATION
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