A field-tested guide to increasing sales by selling the way
the customer wants to buy
"As any salesperson knows, if you handle a prospect''s objections
to buying, you often close the sale. Of course, it''s not that easy,
thanks to hidden objections and other obstacles. Harry Washburn and
Kim Wallace ease the job here by offering new insights into
objections prospects tend to raise, as well as how to address
them." -Mark Henricks, American Way
Based on twenty-five years of research and practice, and
featuring dozens of case examples, Why People Don''t Buy Things
offers a systematic approach to understanding customers''
motivations and tailoring the entire sales strategy to fit the
customer''s buying profile.
"Why People Don''t Buy Things picks up where positioning leaves
off. Washburn and Wallace take the mystery out of the selling
process and offer an innovative method for converting skeptical
consumers into loyal customers." -John C. Ferries, former
President-International, D''Arcy Masius Benton Bowles
關於作者：
Harry Washburn and Kim Wallace are Chairman and President,
respectively, of Wallace Washburn, Inc., specializing in
sales and marketing research and consulting services. Harry
Washburn lives in Cambridge, Massachusetts, and Kim Wallace lives
in Wellesley, Massachusetts.
目錄：
Acknowledgments Ix
Chapter 1 Talk the Talk. Walk the Walk. Tell the
Tale.
Chapter 2 Rita Buys Her Dream Car
Chapter 3 Talk the Talk: Language Mirroring Creates
Trustand Confidence
Chapter 4 Walk the Walk: The DREAM Buying Path,Why
People Don''t Buy, and the Five Proven Steps to Success
Chapter 5 Step 1: DO Something, Anything!
Chapter 6 Step 2: Breaking the REPEAT Cycle
Chapter 7 Step 3: Tell the Tale--The Three
EVALUATIONBuying Profiles
Chapter 8 The Commander Buying Profile:
HeavyweightArguments
Chapter 9 The Thinker Buying Profile: Head
TripArguments
Chapter 10 The Visualizer Buying Profile: Seeing Is
Believing
Chapter 11 Handling Three Profiles at Once
Chapter 12 Step 4: Where to ACCESS the Product
Chapter 13 Step 5: MONEY Tme
Chapter 14 Follow the Path to Success
Notes
index
Permissions Acknowledgments
About the Authors
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