From the time we are old enough to speak, we begin asking the question "why?" and for those who are lifelong learners, we never stop asking. As annoying as it likely was for our parents and even to those of us who are parents today, it's that very question that gives us the reason to do something different. To change. After all, what are we asking our customers and prospects to do? Change.
Why do our customers buy from us? How does that process take place inside of their brain? Why are some salespeople more influential than others? Why do customers sometimes resist our message?
Why is it important to even ask these questions? Like everything in life, understanding "why" usually begins with understanding how something works. Once we learn "how", the why tends to make much more sense.
This pragmatic eBook guides you through the "deconstruction" of the human brain, particularly the areas related to trust and the buying process.
Once you understand how those "parts" work, you can begin to better craft your messaging to make your conversation "engine" more effective. Then you'll truly understand "why" your customer says YES!