Index
A
accuracy, survey, 55–56
active listening, 33
activity, too much, 97
advance-planning process, 200
advertisers, potential, 36
advertising box, the, 36
advertising
campaigns, 59
clutter, 39
television, 61
agreement, intellectual, 64
alternatives, supply, 175
ambition, 113
American Broadcasting Company, 33–34
American dream, achieving the, 111
analyst expectations, expecting, 234
appeal, personalizing the, 166–167
assumptions,
fake, 68–70
testing current, 124
atmosphere, pressure-free, 69
B
Baby Boomers, 101–103
graduates, 161
motivations of, 163
values of, 115
behavior,
influenced, 49
patterns of, 90
body language, 23
bonuses, sign-on, 115
brand, building the, 123–132
brand extension opportunities, 123
business,
inventing a new, 147–158
repositioning a, 171–182
business
environment, shifting the, 241
models, new, 96
owners, peer pressure and, 63–64
C
campaigns, advertising, 59
career path, dual, 117–119
cash flow, managing, 152
chief financial officer, targeting, 103
chief financial officers, 95, 96–97
children, interacting with, 162
choice, absence of, 172
clarity, achieving, 11
collaborating, importance of, 218–219
commercial customers, 212
commercials, testing, 61
commodities, expendable, 113
communication, open, 199
communications vacuum, 178
community, nurturing, 116
companies,
consumer-product, 67
publicly traded, 98
companies in crisis, 195–207
complexity, 212
concept,
factual reaction to, 26
truthful reaction to, 26
conflicting emotional triggers, 189
connection, human, 27
consumer-product companies, 67
contradictory feedback, 213
control, losing, 97
conversations,
co-op credibility, 199
co-op member defections, 195
coordination efforts,
company-wide, 97
cost-cutting, strict, 69
creativity, parameters of, 69
credibility, co-op, 199
crisis, companies in, 195–207
cross-functional planning, 205
customer
power, 244–245
profiles, different, 126
relationships, building, 214
satisfaction,
benchmarking, 185–194
values, 81
customers,
acquisitions new, 85–94
commercial, 212
engaging, 55
how to treat, 11
industrial, 212
rude, 241
winning business from existing, 95–105
D
data, work-environment, 118
deadlines, meeting, 69
decision-making processes, 33
decisions, multi-dimensional, 53
dedication, lifetime, 113
demeanor, general, 30
differences, individual, 108
disruptions, supply chain, 231–232
donors,
first-time, 167
marketing to, 159–169
potential, 159
downsizing, 113
emotion,
motivation for, 11
the power of, 17–30
emotional
anchors, 125
insights, 245–246
trigger clues, 20–23
trigger, definition of, 12
emotional triggers, 203
conflicting, 189
importance of, 19–20
overview of, 18–19
unlocking, 66
emotional-trigger research, 13, 18, 20, 31–50, 72, 75, 78, 85, 95, 102, 107, 109, 115, 128, 133, 141, 142, 152, 153, 156, 165, 171, 177, 185, 192, 198, 209, 225, 226
assignments, 97
customers and, 76
possibilities of, 237
employee morale,
poor, 140
restoring, 224
engineering students, importance
of, 111
entrepreneurs versus
proprietors, 127
environment, work, 70
exchanges, unstructured, 18
existing customers, winning
business from, 95–105
expectations, analyst, 234
exposure, in-store, 40
F
factual input, misleading, 13
family-friendly programs, 118
feedback,
contradictory, 213
importance of, 61
obtaining immediate, 66
field-support team, 172
financial security, long-term, 116
focus groups, 58–65
deciding on when to use, 65–66
dynamics of, 62
online, 65
self-conscious, 62–63
skepticism toward, 66
focus groups versus surveys, 58
follow-up questions, 54
G
generational divide, 114–116
genuine insight, 64
global manufacturers, 117
global market, offshore, 172
global offshore customers, 174
goals,
intelligent, 60
reasonable, 60
gratification, immediate, 116
groups, focus, 58–65
H
human connection, importance of, 27
identity, protecting a company’s, 72
in-depth interviews, 66–70
cons of, 70–71
pros of, 70–71
individual differences, 108
industrial customers, 212
industries, monopoly, 209–220
innovation, re-igniting, 70
in-person interviews, 67
dangers of, 190
insightful listening, 31
insights,
emotional, 245–246
finding, 12
gaining critical, 48
general, 30
in-store exposure, 40
in-store tactics, 55
interview questions, 38
interviews,
emotional-trigger research, 91, 186
in-depth, 66–70
in-person, 67
intimidation, peer pressure and, 64
issues, organizational, 223
L
laboratory setting syndrome, 59–61
language, body, 23
laundry list syndrome, 56–57
listening,
active, 33
insightful, 31
logic, importance of, 23
logistics, interview, 67–68
long-term financial security, 116
lower-level project managers, 100
M
manufacturers, global, 117
material, collateral sales, 81
meetings, one-on-one, 180
member defections, co-op, 195
members, high-risk, 197
men and peer pressure, 62
merchandise, private-label, 78
message, controlling the
sales, 179–181
methods, fact-finding, 42
models, business, 96
money, following the, 96–97
monopoly industries, 209–220
moral, poor employee, 140
morale, restoring employee, 224
N
narratives,
lengthy, 41
open-ended, 20
unscripted, 32
new ventures, profitable, 129–130
O
obstacles, perceived, 37
offshore company, emotions
about, 176
offshore customers, global, 174
offshore global market, 172
online focus groups, 65
open-ended questions, 31, 32, 65, 71
organizational issues, 223
owners, small-business, 123
P
partner, value-added, 130
patterns of behavior, importance
of, 191
peer pressure,
business owners and, 63–64
intimidation by, 64
men and, 62–63
women and, 62
perception versus reality, 187
personal connection,
establishing a, 67
personal values, similar, 125–126
personalities, dominant, 64
phrases, key, 31
planning,
a fresh approach to, 204
cross-functional, 205
plans, fail-safe, 87
point-of-sale, 39
pricing, the importance of, 77–78
process, advance-planning, 200
processes, decision-making, 33
products, making dependable, 173
profiles, customer, 126
programs, family-friendly, 118
project managers, lower-level, 100
prompts, follow-up, 38
proprietors versus entrepreneurs, 127
Q
qualitative research, 51
traditional, 57–58
quantitative research, 51
quantitative surveys, 52–53
questions,
follow-up, 54
point-blank, 37
pre-determined, 32–33
probing, 92
superficial, 70
thought-provoking, 71
R
radio, commercial, 34
reality versus perception, 187
recognition, value, 150
recruits, potential, 112
relationships, building
long-term, 139
research,
different forms of, 71
goals of, 65
qualitative, 51
quantitative, 51
traditional qualitative, 57–58
revolution, cultural, 203
S
sales, jumpstarting, 75
sales transactions, 100
Sarbanes-Oxley Act, 97–98
Sarbanes-Oxley authority, 103
self-conscious focus groups, 62–63
self-esteem, 27
self-images, different, 128
skepticism, 79
small-business owners,
analyzing, 123
challenges of, 124–125
solutions,
multi-pronged, 130
superficial, 68–70
stakeholders, influencing, 43
strategy, developing a winning, 81
strength, leveraging a position of, 124
superficial questions, 70
superficial solutions, 68–70
supply alternatives, 175
supply chain disruptions, 231–232
surveys, 53–57
quantitative, 52–53
surveys versus focus groups, 58
sweet spot, finding the, 127–129
syndrome,
laboratory setting, 59–61
laundry list, 56–57
T
tactics,
in-store, 55
strong-arm, 143
team, field-support, 172
television advertising, 61
third-party assessments, 186
thought-provoking questions, 71
time, illusion of, 64
tools, cost-effective, 41
traditional qualitative research, 57–58
transactions, sales, 100
triggers, conflicting emotional, 189
truth, finding the, 51–72
turnaround, insights leading to, 205
turnkey solutions, 102
U
unfairness, 212
V
value recognition, 150
value, redefining, 242
values, personal, 125–126
vendor, authority of a, 174
ventures, profitable, 129–130
virtual agency concepts, 24–25
W
women and peer pressure, 62
words, key, 31
work environment, 70
work-environment data, 118
workforce, creative edge of a, 68
Y
Y2K scare, the, 227–230