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Part I Discovering the Power of Emotion
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Part I Discovering the Power of Emotion
by Michelle Helin, Linda Goodman
Why Customers Really Buy
Cover Page
Title Page
Copyright Page
Acknowledgments
Contents
Introduction
Part I Discovering the Power of Emotion
Chapter 1 The Power of Emotion: What Emotional Triggers Are and Why They Matter
Chapter 2 Emotional-Trigger Research: Winning Using the Indirect Approach
Chapter 3 Digging for the Truth: What Is Accurate May Not Be Real
Part II Putting Emotional Triggers to Work—Sales
Chapter 4 Jumpstarting Sales: The Emotional Triggers That Solved the Mystery of a Weak Category
Chapter 5 Acquiring New Customers: The Emotional Triggers That Transformed a Sales Organization
Chapter 6 Winning More Business from Existing Customers: The Emotional Triggers That Captured Senior Management Attention
Chapter 7 Selling a Company to High Priority Recruits: The Emotional Triggers That Doubled Acceptance Rates Among Top Talent
Part III Putting Emotional Triggers to Work—Marketing
Chapter 8 Building the Brand: The Emotional Triggers That Launched Profitable New Ventures
Chapter 9 Co-existing With the Industry Giant: The Emotional Triggers That Repositioned a Service Business
Chapter 10 Inventing a New Business: The Emotional Triggers That Turned a Popular Activity Into a National Industry
Chapter 11 Marketing to Donors: The Emotional Triggers That Increased Contributions
Chapter 12 Repositioning a Business: The Emotional Triggers That Rescued a Newly Integrated Company
Part IV Putting Emotional Triggers to Work—Customer Relationships
Chapter 13 Benchmarking Customer Satisfaction: The Emotional Triggers That Saved 20 Million Dollars
Chapter 14 Turning Around a Company in Crisis: The Emotional Triggers That Stemmed Co-Op Member Defections
Chapter 15 Improving Customer Relationships in a Monopoly Industry: The Emotional Triggers That Interpreted Mixed Messages
Part V Integrating Emotional Logic
Chapter 16 Challenges Around Every Corner: Dissecting and Managing Diverse Organizational Issues
Chapter 17 Final Thoughts: Thriving in an Increasingly Complex World
Index
About the Authors
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Chapter 1 The Power of Emotion: What Emotional Triggers Are and Why They Matter
Part I
Discovering the Power of Emotion
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