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Why People Don't Buy Things: Five Five…
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Why People Don't Buy Things: Five Five Proven Steps To Connect With Your…

by Harry Washburn

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Amazon.com Amazon.com Review (ISBN 0738200123, Hardcover)

Harry Washburn and Kim Wallace, principals in a firm specializing in sales and marketing research, believe salespeople are most successful when they can read customers' true motivations and tailor subsequent strategies to fit their unique needs. Based on 20 years' experience with companies like AT&T, IBM, and Polaroid, they've developed a method for replacing traditionally combative sales techniques with ones that encourage a cooperative decision-making process. In Why People Don't Buy Things, they explain how to find each customer's "buying path" by determining his or her specific "buying profile," which they classify as either Commander, Thinker, or Visualizer--and then adjusting arguments, language, and demonstrations to match them. The result, they contend, will help salespeople overcome stumbling blocks that regularly drive possible business away before a sale is consummated.
As any experienced salesman knows, if an individual or group prospect has substantial objections to buying from you that are not smoked out and resolved in your favor, you will lose the sale.... Why people don't buy things is as important a factor in individual and group purchasing decisions as why they do buy things.
--Howard Rothman

(retrieved from Amazon Thu, 12 Mar 2015 18:16:26 -0400)

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