Winning Customers:

What Makes People Buy

Know Your Customer

Understand Customer Needs and Defining New Market Opportunities


"The absolute fundamental aim is to make money out of
satisfying customers."
~ John Egan

Psychographic Classification of Customers according to their value sets

Types of Customers of Radical Innovations

  • Enthusiasts (or Innovators): purchase new technology just as it comes available and before anybody else... More

Turn Your Customers Into Teachers: Listening Tips

By: Michael Dell


  Create Customer Value: 10 Lessons from Konosuke Matsushita



Customer Needs

What Makes People Buy

Customers of Radical Innovations

Understanding Risks Perceived by Customers

Top 10 Subconscious Values

Subconscious vs. Conscious


Winning Customers

Creating Customer Value    Creating Customers

Customer Care


Value Innovation

Innovation Is Love

Customer-driven Innovation

Customer Feedback


Marketing Strategy

Synergistic Marketing

Create a Niche for Your Business

Contextual Value Proposition

Creative Marketing

Emotional Marketing  >> Success Stories

Market Segmentation  >> Dell  >> e-Coach

Differentiating With Different Types of People

The 10 Commandments of Power Positioning

Marketing To the Subconscious

Buzz Marketing  >> Success Stories


The Art of Selling

Selling Is Problem Solving

Selling by Coaching    Question-based Selling (QBS)

Selling with NLP: 8 Steps of Active Listening

How To Sell Your Ideas To Decision Makers

How To Make Effective Presentations

The Power of Personal Charisma      Be Charismatic

Endgame to Selling    Closing the Sale


Customer Retention

Listening To Your Customers

Customer's Perspective of Quality

Customer Satisfaction

Customer Partnership



  1. "Differentiate or Die," Jack Trout with Steve Rivkin

  2.  "The 22 Immutable Laws of Marketing", Al Ries & Jack Trout

  3. "Managing New Products", Thomas D. Kuczmarski

  4. "The Power of Corporate Kinetics", Michael Fradette and Steve Michaud

  5. "Customer Intimacy", Fred Wiersema

  6. "Quick Guide to the Four Temperaments and Sales," Brad Cooper

  7. "Get Clear About Your Core Marketing Message," Martha Carnahan

Understand What Motivates People

Work to understand who your customers are, what their emotional drivers, needs,  habits and perceptions are and how you can establish an engagement method that works to their rhythm. You have to find out what motivates consumers, what turns them on, and how to how to press those "hot buttons". To turn people on, you must, first, find out what they really want, and then, show them how to get it.  >>>

Customer Value Proposition

Empathetic Marketing

Sell Benefits

Define Your Target Market

Think of your target market and clients you wish to work with – list the best qualities. What is their specific title or profession? Can they be categorized easily? List every important quality you can come up with. Consider geography, cultures, age, income level, values, interests, etc.

Example: My target market is small business owners who provide professional services such as accounting, architecture, engineering, IT, coaching, consulting. They operate their businesses with a high degree of integrity, they value building relationships with their clients and they are interested in growing their companies. Also, they are enjoyable to work with and they appreciate a good laugh and fun6!

Customer's Perspective of Quality

Quality Is all about customers' perceptions. Like beauty and truth, quality is in the eye of the beholder, your customer... More

Offer a Solution To Your Customers' Problems

Selling Is Problem Solving

What problems do your current or potential customers face? List 5 distinct problems, issues, pains, dilemmas, challenges, worries, fears, unsatisfied desires – even if they seem unrelated to the services you offer. Write these succinctly and clearly.

For each of the 5 problems/pains listed, spell out your solution – what customer value do you produce; what can your clients expect to get out of your work with them? Don't just list your services here. Instead, specify the end-result benefit they will receive.  Speak to your market as if you know them personally; appeal to your market's desires and pains.

Empathetic Marketing

For example, if the problem is, "They never have enough time," your solution and value proposition might be, "Our services take the pressure off you and give you less to deal with." The solution is not your service per se, it is the time-saving result your service translates into.6... More

Understand the Dynamics of Customer Needs

Understanding customer needs will help you define new market opportunities and drive innovation and revenue growth in every aspect of your organization.

In the new rapidly changing economy, however, customer predictability is dead. "Whatever a customer wants today may not be what he or she wants tomorrow. Or he or she may want more of it. If you're offering low prices, customers want those prices slashed further. If you're offering state-of-the art products, they want them newer still. In meeting ever-increasing customer demands for lower, faster, better, and newer, companies are driving themselves and their competitors to the brink."4

You can't predict the future, but by establishing effective change management practices you can be ready for whatever it brings.  >>>

Use Different Types of Interaction

You don't need a degree in psychology to compete successfully in the marketplace, but you do need some way to figure out the different styles of interaction different people prefer to use. People tend to lead their decision-making process with one of the four functions: intuition, thinking, feeling, and sensing. Vividly differentiated differences that are anchored to a product and engage the above functions can enhance memory of your current and prospective customers... More

Success Stories Best Business Practices Ford Motor Company

The Ford's customer base is becoming increasingly diverse as the company expand globally and as their established markets themselves become more diverse. This influences Ford's product development and marketing approaches.

For example, women make up more than 54 percent of U.S. Ford's customers. “Your Concept Car” was designed by a group of female engineers, designers and marketing professionals who strove to reflect what women say they want in a vehicle.

Ford is also conducting research and vehicle development geared toward customers with special needs, such as limited mobility. A Ford Europe product design team focused on making Ford products the brand of choice for people with mobility issues. At many corporately owned locations in Europe, Hertz is offering vehicles equipped with hand controls at no additional charge for disabled customers... More



Success Stories Best Business Practices Black & Decker (B&D)

By learning what its customers really want for their projects, toolmaker Black & Decker recaptured its flagging do-it-yourself market, fighting back strong challenges from Makita and Sears.5 Like anthropologists, B&D marketing executives studied 50 male home-owners – ages 25 to 54 – as they used power tools to work on projects. The executives aimed to discover exactly why users favored certain tools over others. Dissatisfaction was high. Do-it-yourselfers wanted a cordless drill with enough power to complete a good sized job. They wanted sanders and circular saws that didn't kick up clouds of sawdust; safety mechanisms that would instantly stop saw blades from spinning when they switched off power; a hotline for questions about home-repair problems. Never before had customers so clearly voiced their concerns.

As a result, do-it-yourselfers got equipment that matched their wants: B&D introduced its Quantum line of saws, drills, and small power tools priced from $50 to $120. The market responded quickly: Introduced late in 1993, by end of 1994, Quantum surpassed its sales goal and was already upgrading its tools to QuantumPro.