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 Win the
hearts of consumers (even -- or especially --
business-to-business consumers) and the mind
will follow. Pushing hot buttons is how you
get the buyer to say yes -- how you flip the
switch that will lead customers to either buy
the product or want more information on a
product or service.
There are two
reasons people buy products. The rational reason
and the real reason. All the sales
techniques in the world will fall flat on their
face if you don't know how to give your market
what it emotionally needs. It's all based on
consumer insights on twenty years of research
into sales and buying behavior.
Barry Feig's book
brings consumer behavior down to a practical
level by explaining the 16 psychological
hot buttons that
determine all human
purchase behavior: he brings the
sales/purchase process into clear focus.
Feig, is a leading
consumer behaviorist and marketer with more than two decades
of experience developing new products and
marketing strategies in the b2b and b2c markets.
Using example after example, he de-mystifies the
sales/purchase process and gives marketers solid
advice and real-world examples for bringing
products to market. The book also offers buying scenarios
and how to use a particular hot button. It's a
must for people who are selling or simply has to
get a convincing message out in the real
world.
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Hot
Button Marketing is actionable -- real
world, usable strategy, not just theory.
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Illustrative, idea stirring, real life
scenarios and examples on how a
particular hot button can be applied to
create sales.
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Numerous checklists and visual devices
make this book immediately useful.
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Published
by Adams Media.
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