Contents
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
Part III
Putting Emotional Triggers to Work—Marketing
Chapter 8
BUILDING THE BRAND: THE EMOTIONAL TRIGGERS THAT LAUNCHED PROFITABLE NEW VENTURES
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
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