Index

A

anchoring bias, 23-24

appropriate reasons to contact customers, 217-222

availability bias, 24-25

B

binary brain, 26, 41-42,66, 136, 178

breaking the loop in Stage Two, 103-106

C

Carousel Theory, 213-216

Cialdini, Robert, 16-17, 26,62, 119-120, 125

cognitive dissonance, 29

coherence, 29

competitors, experiencing your, 148-153

confirmation bias, 29

consistency, 210-212

critical thinking, 27

customer archetypes, 67-70

Customer Iron Cage, 212-213

customer resistance, removing, 118-125 three types of, 126-129

customer value, maximizing, 176-178

D

delighting customers, 131-132, 159-160, 166, 183, 223

dynamic of the customer relationship, changing the, 136-137

E

Ebbinghaus, Hermann, 192-193

emotion, role of, 36-43

Evergreen Experience Audit, 106, 149-150, 184-189

Evergreen Summit, 68,105, 224

Evergreen, 10-11, 67, 111

expectations gap, 51, 125, 143-145

experience-driven sales process, 108-114

F

Federal Trade Commission, 130

follow-up, 51, 54-55, 71,116, 127, 140, 149, 183,193-194

G

gravitational pull, 101-103

guarantees, 129-135

I

Iyengar, Sheena, 41

K

Kahneman, Daniel, 23, 27, 83-84, 86, 178, 182

L

language in sales process, 110-114

leads, 100-103

learned helplessness, 153-159

Lindstrom, Martin, 171-172

Loftus, Elizabeth, 31-32, 39-41, 87, 179

logic vs. emotion, 15-18, 137, 174

loving your customers,222-225

Loyalty Loop Diagnostic, 53-63

M

Maher, Barry, 89-92

N

narratives (cognitive), 22-31, 33, 36, 43

Net Promoter Score (NPS), 194-200

new customer experience, 67, 74-89

new vs. old customers, 66-67

90-45 Rule, 200-203

P

Peak-End rule, 178-183

persuasion, 14-17, 48-49, 67, 91, 93, 107-109, 112-113, 119-120, 123, 125-126, 128, 136

Pick-3 Process, 204-210

preemptive marketing, 75-80, 85, 115, 208

R

Remarkable Moments, 60, 116, 160-169, 183, 198, 228

repression, 38

response speed, 53, 88-89, 149

risk aversion, 25

role of emotion, 36-43

S

sales process, understanding your, 106-108

Seligman, Martin, 82-84, 153-154

Simons, Dan, 34

Skeleton Protocol, 89-92

social proof, 26, 208

speed of response, 53, 88-89, 149

T

Tannenbaum, Melanie, 35, 42,

testimonials, 137-141

testing sales efforts, 115-118

touch points, 53, 56, 72,184, 186, 209

traditional sales approaches, 93-96

trust, building, 118-120

trust, cementing, 96-100

U

unboxing, 171-176

W

Weiss, Alan, 110, 119, 123-124, 161