The Truth About What Customers Really Want

Describes 50 crucial facts and insights one must know to successfully attract and keep profitable customers, including how changing gender roles are impacting marketing, how to shape your brand's personality market by lifestyle, building brand communities and consumer tribes, and how to generate low-cost buzz via guerrilla and viral marketing.

Customers demystified! How you can move them to buy...buy more...and keep on buying! The truth about what customers really want, think, and feel The truth about keeping current customers happy–and loyal The truth about the newest trends and advances in consumer behavior Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers “Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.” Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker

Customers demystified! How you can move them to buy...buy more...and keep on buying! The truth about what customers really want, think, and feel The truth about keeping current customers happy–and loyal The truth about the newest trends and advances in consumer behavior Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers “Michael Solomon's The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today's technology-driven world.” Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker

Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.

The must-read summary of Scott McKain's book: "What Customers Really Want: How to Bridge the Gap Between What Your Organization Offers and What Your Clients Crave". This complete summary of the ideas from Scott McKain's book "What Customers Really Want" shows that there is a fundamental disconnection between what customers really want and what businesses currently offer. Customers want a personal connection with the people and the organisations they do business with so that the outcome is a compelling experience rather than a mere transaction. In his book, the author explores six major areas in which this business-to-consumer disconnection frequently occurs and how you can bridge the gap. This summary is a must-read for any business owner who wants to ensure that customers form a connection with the company and come back again and again. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "What Customers Really Want" and discover the key to connecting with your customers and providing a great customer experience.

If you ask the right questions, then you’ll get the sale every time. As a salesperson, your product knowledge is extensive but that's not enough. If you fail to ask the right questions - the ones that uncover a customer's real needs - you will never close the deal. Top sales effectiveness expert and author Paul Cherry reveals advanced questioning techniques that will help you sell your products or services based on value to the customer, rather than price, and increase your success rate as a result. In Questions That Sell, Cherry shares material on how to: Discover hidden customer needs and motivations Reinvigorate a stale relationship Soothe anxious buyers Accelerate the decision process Upsell and cross-sell so you no longer leave money on the table Use questions to qualify prospects (without insulting them) And much more Questions That Sell is packed with powerful examples, exercises, and hundreds of sample questions for a wide range of buyer interactions. Success is yours for the asking. Smart questioning will get you there.