Interviewing thousands of customers about their buying process has convinced me that while the buyer is attempting to buy something he wants, he is also determined to see through any deception or manipulation. Sellers are often convinced by gurus that manipulation is the right way to increase sales; it is a strategy that directly contradicts one of the buyer’s main goals: “I will not be fooled.” Here is Part 2 of a 4-part series, in which we examine how customers choose a product or service.
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How to Sell the Way They're Buying Now
Dedicated to all the hard-working, honest entrepreneurs and CEOs who feel a strong sense of responsibility to their customers, employees and stakeholders – and who want to grow their business without resorting to the deceptive techniques used by the manipulators of the world.
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"What's enchanting? A book that tells you exactly how to grow your revenue." - Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions
"The recipe for success . . . customers will get what they want, when they want it . . . you will see more revenue, greater brand loyalty, real relationships, and a competitive edge."
- Martin Zwilling for Forbes
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