Why People Buy

by John O'Shaughnessy

Book Overview

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, dbeliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why...

• Format: Paperback
• Language: English
• ISBN: 0195040872
• ISBN13: 9780195040876
• Release Date: December 1989
• Publisher: Oxford University Press, USA
• Length: 208 Pages
• Weight: 0.35 lbs.
• Dimensions: 0.4" x 5.4" x 8.0"

Customer Reviews

Could Be Invaluable If You Commit the Time and Energy

There are hundreds (thousands?) of books now in print which offer information and counsel concerning the sales process. In essence, that process involves cultivation and then solicitation but first an important decision must be made: Whom to cultivate? (In retail sales, obviously, anyone who walks in the door is a prospect.) When conducting workshops for salespersons, I strongly recommend that participants formulate criteria which describe what they consider to be their ideal customer. This profile should direct them to prospects which most closely match up with the criteria. Next I point out that the ideal customers they now have can -- and should -- comprise an extended sales force, serving as referral sources to generate leads. My point is that, except in retail sales, those who sell should select their prospects...not the other war around. Baker's background is in financial services which presumably require extensive education to understand the specific products and services to be offered prior to the identification, cultivation, and solicitation of prospective buyers of those products and services. The title of his book suggests that understanding motivation (i.e. "hot buttons') is an essential part of the salesperson's preparation and indeed it is. He takes a direct and personal approach to his reader as if he has been retained to provide to the reader a combination of mentoring and coaching services. He carefully organizes his material within 12 chapters, skillfully "Tying It All Together" in the final chapter. This book be most valuable to those who are new to sales or now considering a career in sales; also to sales managers, especially those who supervise others who are relatively inexperienced. To the former, Baker offers sound basics with a rationale for each; to the latter, Baker offers reminders of basics. (Working as I frequently do with sales managers, I am astonished by the fact that so many of them do not have a sufficient understanding of those basics.) I also recommend this book to another group which Baker may not have had in mind when writing it: Those in executive (non sales) positions who are frequently required to persuade others to support an idea or course of action. By now I am convinced that almost everyone involved in business is constantly selling, themselves if nothing else...and most do it ineffectively. Almost all of the strategies and tactics which Baker recommends can be as beneficial to those not in sales as to those who are. Individual salespersons as well as organizations need a business plan which is cohesive and comprehensive; also one which prudently allocates resources, especially time and energy, where they will generate the greatest ROI. Given the complexity of the general subject of salesmanship, the art and science of ethical persuasion, it makes sense to consult several different sources (including Baker's book) and then cherry-pick whatever is most appropriate to your own specific circumstances (ne

Learn an proven system

Whether you are new or an veteran in the Financial/Insurance business, this book is a must if you want to increase the odds of turning that "Mr. Big" prospect into an happy client/advocate of yours and take your production to the next level.Guy Baker introduces us to a proven system, a "track" if you will, we can run on time and time after again to keep us on the right course. What I liked about this book is, Guy shares with us exactly how the system works in "real" life through his own experience and why it works, so we have a proven "Blue Print" to follow without re-inventing the wheel. If you do not know who Guy Baker is, he is one of the Top Life Insurance professionals in the industry so you are getting educated by one of the best in the business on how he exactly does it.For me, having this process become very important when we are working on larger cases since having that "track" can typically make or break a case. So if you want to learn this proven system from one of the master of our business, I highly recommend for you to get this book.

This should be a business BEST seller!

I know that there are lots of books on selling - but this one is one of the best I have ever read. It not only gives a clear picture of how the buyer thinks, but shows the seller how to assist the buyer in their quest to make a GREAT decision.The author's insight and understanding of the sales process shows why he is one of the top financial advisors in America. It is a wonder more people who want to be world class have not read this book.I would think any sales trainer would use this book as their guidepost to selling. Terrific book - a terrific read.

How to open a new relationship

I was amazed to find a simple, easy to understand concept for beginning a sales relationship. This author has crystalized into a short 15 minute interview everything I need to say to move the prospect to the next level. The concept of the MAGIC BOX made me understand for the first time how important it is for me to pick who I am going to deal with. This is a great book.

This is a must read for anyone in Sales

A spectacular discussion on selling psychology. It is easy to see why this author has been so successful in sales. The book goes into great detail about the buyer's motives and how the seller needs to recognize those buying signs.