“Michelle and Linda bring a clear understanding of what drives customer decision making, opening up previously unseen opportunities for growth.”

—Doug Fields,
President, VAM Drilling USA, Inc., Vallourec Group

“If there was ever a time for breakthrough insights into what drives customers to act and lead businesses to opportunity, this is it. The powerful tools Helin and Goodman have created with emotional-trigger research have given businesses around the world the strategies they needed to fuel growth, engage customers, and transform their markets in today’s rapidly shifting landscape.”

—Russ Setzkorn,
Former Communications Executive, Compaq Computers

“Michelle and Linda have done a great job of providing very specific and usable techniques to help any company strengthen its sales efforts. This book really teaches how to get into the head of a prospect and solve their problem, while successfully winning new business.”

—David Ferdman,
President, CyrusOne

“The increasingly difficult challenge of creating business value and sustaining growth make the lessons of Why Customers Really Buy invaluable. Helin and Goodman’s technique for tapping into the emotional triggers that drive sales provide critical information needed to master customer-relationship management and deliver value to customers. An essential primer for every business leader!”

—Connie Lange Merrill, PhD,
Professor, Jones Graduate School of Management,
Rice University, Former Executive with Shell Oil Company

“Goodman and Helin lay out a practical process to capitalize on the growing field of learning in emotion-based decision-making. Ultimately their process will lead you to discover how to sell more and spend less, doing so by finding out what compels your prospects to buy, or not to buy.”

—Fredricka Brecht,
Chair, Vistage International

“In this empowerment age, service-provider selection is personal and illogical. Linda and Michelle’s insights make sense of it all. This book and their work have helped us strike a competitive advantage by getting the right message out to our market in our sales approach.”

—Kathleen Margolis,
Chief Marketing Officer, FKP Architects

“Understanding customer behavior is a challenge all organizations face in today’s ever-changing environment. Why Customers Really Buy illustrates the importance of utilizing emotional triggers to connect with customers and overcome strategic challenges.”

—Jeffrey C. Miller, President, Thomson Plastics, Inc.

“I’ve worked with Michelle and Linda for many years and have seen firsthand the power of their methodology. For many of my clients, their findings have triggered a game-changing reinvention of their business.”

—Ward Pennebaker,
Founding Partner, Pennebaker/fifthring