CHAPTER SEVEN
INFLUENCING CUSTOMER BEHAVIOR
The greatest discovery of my generation is that people can alter their lives by altering their attitudes of mind.
—William James
WHY IS IT THAT people buy or refuse to buy? Why do some people buy quickly and other people take forever to buy, or never buy at all?
Many years of research in motivational psychology have been devoted to uncovering the reasons people behave the way they do, especially in sales situations. All successful salespeople and marketing campaigns have found ways to tap into those underlying motivations that cause people to react and respond quickly to commercial messages and sales proposals. The more you know about how and why people do the things they do, the faster and easier ...
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