"The emotional-trigger research you conducted revealed critical, sophisticated and powerful insights that provided a valuable roadmap to the successful turnaround of our company."-Pamela Forbes Lieberman, former CEO, True Value Company"The research you conducted for us has provided insights that have driven major changes in our business that have been critical to our continuing growth and success."-Stephen D. Judge, former President, Rapp Collins Worldwide-DallasThe motivations customers act on are seldom logical, predictable, or even conscious. Instead, their strongest responses stem from one source: emotion. It's a deceptively simple reality. But it permanently changes the way organizations must go about understanding their customers. Why Customers Really Buy introduces emotional-trigger research, a revolutionary new approach that uncovers the core, unfiltered, and spontaneous triggers that drive customer sales. Traditional market research is outmoded and counterproductive because old methods measure rather than inform. They generate predictable answers that confirm preconceived assumptions.Emotional-trigger research is a powerfully different method that gets to the heart of what companies need to know. Based on an indirect approach that features provocative questions, insightful listening, and in-depth conversations, the results are more spontaneous and enlightening. This book equips sales and marketing professionals with:The keys to solving the mystery of how customer decisions are really madeTwelve real-world case studies illustrating how emotional-trigger research solved many of the most pressing sales/marketing challenges companies confrontTwelve universal sales/marketing lessons revealed through emotional-trigger research and how to apply those lessons to diverse industriesWhy Customers Really Buy reveals how customers emotionally connect with a product or service, and goes to the very root of how to craft winning solutions to reach them.