Why They Really Buy
The Hidden Psychology Behind Every Yes
Every sale has a second story. It happens inside the customer in a few seconds, and it is almost always different from the reason they give. Eighteen chapters on the person, the mind, the moment, money in the mind, listening, and using it rightly.
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What you get
1
The book, in two editions
A print-size edition (191 pages) and a phone-size edition (314 pages), both as PDF. 18 chapters.
2
Practice Lab
Eighteen tabs, one honest score. Opens in any browser. Your answers stay on your device.
The $2.50 is the book alone. The tools above come with Everything ($15), which also includes all 10 books.
Inside the book
18 chapters.
Part One · The Person
- 1The Customer Is a Person First
- 2The Three Roots of Every Purchase
- 3What They Say and What They Do
Part Two · The Mind
- 4Autopilot and Pilot
- 5The Six Bends
- 6Habit, the Rival Nobody Lists
Part Three · The Moment
- 7The Job Behind the Purchase
- 8Nobody Buys Alone
- 9The Fear Behind the Slow Yes
Part Four · Money in the Mind
- 10What a Price Says
- 11Money Has Colours
- 12A No Is a Translation
Part Five · Listening
- 13Asking Without Leading
- 14Listening Without Asking
Part Six · Beyond the Sale
- 15Different Markets, Different Minds
- 16After the Yes
Part Seven · Using It Rightly
- 17The Line
- 18The Customer Map