How Customers Buy

How Customers Want to Be Treated: Debunking Common Marketing Myths - Part 4 of 4


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CEOs and entrepreneurs tend to pay very little attention to the customer’s experience, as I mentioned in a recent article about Steve Jobs. They focus on product development, managing the people, business relationships, regulations, financials, and marketing. And yet, it is the customer’s experience that causes customers to recommend a company or warn others to stay away. It is the biggest sales driver or sales deterrent associated with the company.

How Customers Want to Be Contacted: Debunking Common Marketing Myths - Part 3 of 4


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The majority of CEOs and entrepreneurs still think that yesterday’s aggressive, cold-calling, hard-sell methods are still working. The truth is, using these tactics is more likely to irritate and repel your customer than to make them want to buy from you. How do customers want to be contacted? We answer this question in Part 3 of our 4-part series debunking common marketing and selling myths.

How Customers Choose a Product or Service: Debunking Common Marketing Myths - Part 2 of 4


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Interviewing thousands of customers about their buying process has convinced me that while the buyer is attempting to buy something he wants, he is also determined to see through any deception or manipulation. Sellers are often convinced by gurus that manipulation is the right way to increase sales; it is a strategy that directly contradicts one of the buyer’s main goals: “I will not be fooled.” Here is Part 2 of a 4-part series, in which we examine how customers choose a product or service.

Rude! The Language of Marketing and Sales


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"Overcome their objections."

"Establish a relationship."

"Target market."

"Convert them."

"Personas."

"Push."

"Pull."

These phrases are the lingua franca of marketing and sales. And they are rude! Offensive to the very people they are referring to - the very buyers who are considered "the target market." And they are a symbol of all that is wrong with marketing and selling right now.

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