Why people don't buy things

"In Why People Don't Buy Things, Washburn and Wallace break through the clutter and offer a deceptively simple, but revolutionary, approach to successful selling that turns the process on its head. Drawing from their extensive experience in sales research, marketing research, consulting, and training, as well as from the fields of psychology, neurology, and cognitive science, the authors present a field-tested sequence of steps - what they call the Dream path (Do-Repeat-Evaluate-Access-Money) - that breaks down the buying decision from the customer's point of view. At the heart of this process is the art of learning to "read" your customers - through their language, gestures, and personal environment - to identify buying profiles and tailor your messages for maximum impact. The authors identify the three dominant profiles as Commanders, Thinkers, and Visualizers, and present a wide range of strategies and specific approaches for successfully recognizing, and selling to, these profiles the way they intuitively prefer to buy."--Jacket.

Year

1999

Language

English

Publisher

Perseus Books

Editions

1

Pages

198

ISBN

9780738200125

Data source: Wikidata