Trust Builds Customer Relationships Here’s an intriguing dilemma for sales and marketing executives — 90% of companies use customer satisfaction as a benchmark for success and overwhelmingly most companies report that their customers “like their products just fine.” Yet 80–90% of new products fail in year one.
Empathetic Marketing: Appealing to Customers’ Heartstrings The business world has increasingly embraced the value of emotion in selling products of late as marketers see the value of appealing to consumers’ heartstrings. Emotions can be powerful economic levers, but without a proven psychological theory to tell us where, when, and how to extract emotional insights, opportunities are lost.
Core Emotional Needs Drive the Actions of Consumers The needs that motivate and influence people are universal, spanning cultures and generations. No matter what age, nationality, or background, people are driven by essentially the same set of core needs.