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Masiello P: The Why Behind The Buy

The Why Behind The Buy

Despite the fact that there are many books on service improvement and many related to selling skills worldwide, there are few books on how service and selling are integrated and coordinated.

"Service" in this book refers to the behaviors and actions of serving customers. "Selling" in this book refers to the behaviors and actions of selling products to customers. Hence, this book is completely different from other books on these subjects—Despite the fact that there are many books on service improvement and many related to selling skills worldwide, there are few books on how service and selling are integrated and coordinated. Primarily, it focuses on the interaction and transition between "the behavior of service" and "the behavior of selling" by sharing methods and skills of how those two are interrelated. This book provides many helpful guidelines and solutions for turning customers’ satisfaction with service into growth in sales. Through many refreshing ideas, the author helps you deeply understand the significance of integration of and conversion between service and selling and the harm of disconnection between service and selling. Many new ideas and viewpoints, which are different from other service books or sales books, are discussed, such as the contention that "over-service and over-selling should be prevented."Instead of:<ul> <li>Giving highly complex and abstract definitions of "service" or "selling," this book redefines service and selling with "say YES to customers" and "Make customers say YES" respectively. </li> <li>Insisting that customers’ satisfaction with service will naturally lead to their long-term loyalty, this book emphasizes that customers' satisfaction with service has a shelf lifetime, which will soon fade over time. </li> <li>Taking the achievement of customer satisfaction as the final purpose of service, the author believes that "the end of service is not customer satisfaction, but to create new customer needs and achieve increased sales."</li> <li>Taking "meeting or exceeding customer expectations" as the golden rule, the author insists that "customer expectations need to be reduced first, then satisfied, and upgraded finally."</li> <li>Focusing on the development of customers’ buying needs like other books do, this book focuses oppositely on the research of "why customers have no buying needs." </li> </ul>

Integrating and Coordinating Service and Selling

Selling In Customer Service

When the world's biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne - Google's Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to unleash the value of their business and its customers. Most companies focus on a single moment - the point of purchase. They follow customers around the internet for weeks, chasing revenue growth by waving "please buy this!" ads in their face. With pressure for quick results and fierce marketplace competition, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments and warehouses of data. And in the end, watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who the best customers are and what products they want to buy, and then building around them? The answer: You can. And you'll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, Neil Hoyne shares exactly how to do this. With simple marketing processes and methods, you'll learn how to: Determine the full potential of each customer so you can identify the ones worth building a relationship with, and the ones you should let go (parting is such sweet sorrow, but not all relationships are meant to last) Engage in an on-going conversation with your best customers, avoiding the margin-crushing disappointment of relentless advertising and promotion discounts Ask guiding questions so you can anticipate their needs better than your competitors Find more great customers by utilizing data from your existing tribe A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. &nbsp; But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: &nbsp; &nbsp; • &nbsp;Understand the full value of each relationship &nbsp; • &nbsp;Engage in an ongoing conversation with your best customers &nbsp; • &nbsp;Ask the right questions so you can anticipate your customers’ needs &nbsp; • &nbsp;Find more great customers &nbsp; A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

The Data-Driven Way to Win Customers' Hearts

Converted

Business and Management (R0)

Building on the work of Daniel Kahneman (&lt;em&gt;Thinking Fast and Slow&lt;/em&gt;), Dan Ariely (&lt;em&gt;Predictably Irrational&lt;/em&gt;), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.

Colin Shaw

Ryan Hamilton

7 Imperatives For Moving Your Customer Experience to the Next Level

The Intuitive Customer

A riveting, insider's look at the creation and evolution of the like button and what it reveals about innovation, business, and culture--and its profound impact on modern human interaction."...an entertaining new book by Martin Reeves and Bob Goodson on the origins of the "like" button." -- The EconomistOver 160 billion times a day, someone taps a like button. How could something that came out of nowhere become so ubiquitous--and even so addictive? How did this seemingly ordinary social media icon go from such a small and unassuming invention to something so intuitive and universally understood that it has scaled well beyond its original intent?This is the story of the like button and how it changed our lives. In Like, bestselling author and renowned strategy expert Martin Reeves and coauthor Bob Goodson--Silicon Valley veteran and one of the originators of the like button--take readers on a quest to uncover the origins of the thumbs-up gesture, how it became an icon on social media, and what's behind its power.Through insights from key players, including the founders of Yelp, PayPal, YouTube, Twitter, LinkedIn, Gmail, and FriendFeed, you'll hear firsthand the disorderly, serendipitous process from which the like button was born. It's a story that starts with a simple thumbs-up cartoon but ends up with surprises and new mysteries at every turn, some of them as deep as anthropological history and others as speculative as the AI-charged future.But this is much more than the origin story of the like button. Drawing on business and innovation theory, evolutionary biology, social psychology, neuroscience, and other human-centered disciplines, this deeply researched book offers smart and unexpected insights into how this little icon changed our world--and all of us in the process.

The Button That Changed the World

Like

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program.

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program.

A Blueprint for Customer Engagement

Entrepreneurial Marketing

AI Sales Revolution Series

What if you could understand exactly what your customers want... before they even know it themselves?
Welcome to The AI Sales Revolution Series: AI Personalization &amp; Customer Psychology, the ultimate guide to using artificial intelligence to influence buying behavior, increase conversions, and build a fully automated sales system that works for you 24/7.

In today's competitive digital world, generic marketing is dead. Customers expect personalized experiences, relevant offers, and seamless interactions-and the businesses that deliver this are the ones dominating their industries.
This book shows you how to do exactly that.

You'll discover how to combine AI with proven psychological principles to create powerful, data-driven sales systems that adapt to every customer in real time. Whether you're an entrepreneur, marketer, content creator, or business owner, this guide will show you how to turn attention into trust-and trust into revenue.

Inside this book, you'll learn how to:
 ¿ Use AI to track and analyze customer behavior across websites, emails, and ads
 ¿ Build dynamic customer segments that update automatically in real time
 ¿ Create personalized offers that increase conversion rates and maximize revenue
 ¿ Map and optimize the entire customer journey from first click to final purchase
 ¿ Design high-converting retargeting campaigns that bring customers back again and again
 ¿ Use content, video, and storytelling to build influence and authority at scale
 ¿ Automate email marketing with behavioral triggers and intelligent follow-up systems
 ¿ Implement CRM systems that track, score, and prioritize your best leads
 ¿ Build a complete 1-person AI sales machine that runs on autopilot
 ¿ Scale your business using AI workflows without hiring a large team

This is not theory.
This is a step-by-step blueprint for building a modern sales system that works in the background-capturing leads, nurturing prospects, and converting customers automatically.
If you're ready to stop guessing...
If you're ready to stop chasing customers...
And if you're ready to build a system that attracts, engages, and converts at scale...
Then this book will change the way you do business forever.

The future of sales is personal.
The future of sales is automated.
The future of sales starts now.

How to Use AI to Personalize Offers and Increase Conversion Rates

AI Personalization & Customer Psychology

Despite the fact that there are many books on service improvement and many related to selling skills worldwide, there are few books on how service and selling are integrated and coordinated.

Tap into your customers' unconscious minds with cutting-edge AI and neuromarketing techniques The Persuasion Engine, by neuromarketing and behavioral science expert Roger Dooley, solves the most pressing challenge faced by every marketer: how to figure out why customers make the decisions they do when 95% of their thought processes occur at an unconscious level. Dooley explains how artificial intelligence democratizes sophisticated neuromarketing tools that were once available only to Fortune 500 companies, making powerful customer insight and persuasion techniques accessible to businesses of any size. The book walks you through the evolution of traditional neuromarketing into "Neuromarketing 2.0," where AI-powered tools eliminate the need for expensive lab studies and human behavioral science experts. It offers a comprehensive roadmap for implementing eye tracking, facial coding, biometrics, implicit testing, and advanced AI behavioral techniques that dramatically improve marketing effectiveness while reducing costs and time investment. Inside the book, you'll find: <ul> <li>Revolutionary AI prompting strategies that bring world-class behavioral science expertise to your desktop</li> <li>Practical frameworks for leveraging attention, emotion, credibility, and decision architecture to boost conversions</li> <li>Step-by-step guidance for implementing biometric tools and implicit testing without laboratory resources</li> <li>Advanced techniques for creating scarcity, urgency, and FOMO that drive immediate customer action</li> <li>Comprehensive methods for auditing and enhancing empathy in customer communications</li> </ul> Perfect for marketing professionals, business owners, entrepreneurs, and anyone with a stake in customer acquisition and retention, The Persuasion Engine provides actionable strategies that will transform your approach to marketing. Whether you're working on a shoestring or managing enterprise campaigns, you'll discover how to use your customers' non-conscious motivations and create compelling marketing that work on real people in the real world.

How Any Business Can Use AI-Powered Neuromarketing to Understand and Win Customers

The Persuasion Engine

&lt;p&gt;&lt;b&gt;You don’t have a brand—whether it’s for a company or a product—until you have a name.&lt;/b&gt;&lt;/p&gt;&lt;p&gt;The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles.&lt;/p&gt;&lt;p&gt;Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn:&lt;/p&gt;&lt;p&gt;&lt;/p&gt;&lt;ul&gt; &lt;li&gt;What makes a good (and bad) name&lt;/li&gt; &lt;li&gt;The step-by-step process professional namers use&lt;/li&gt; &lt;li&gt;How to generate hundreds of name ideas&lt;/li&gt; &lt;li&gt;The secrets of whittling the list down to a finalist&lt;/li&gt;&lt;/ul&gt; &lt;p&gt;&lt;b&gt;The most complete and detailed book about naming your brand&lt;/b&gt;, &lt;i&gt;Brand Naming&lt;/i&gt; also includes insider anecdotes, tired trends, brand origin stories, and busted myths.&lt;/p&gt;&lt;p&gt;Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up &lt;i&gt;Brand Naming&lt;/i&gt;.&lt;/p&gt;

Rob Meyerson

The Complete Guide to Creating a Name for Your Company, Product, or Service

Brand Naming

The Why Behind The Buy

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