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Why People Buy
Not all clients are created equal. Everyone has a particular pace with which the seller must fall into step in order to communicate.

The baby boomers, unlike their economizing, Great Depression-era parents, like to spend. They are a powerful collective economic force, not only because of their number but also because they tend to be outgoing, open to new things, and determined to live for the moment. Baby boomers consider money useful insofar as it can furnish a better, fuller life; as such, they are a dream target market to sales and marketing professionals. But baby boomer consumers are also, as a rule, very sure about their wants and reasons for wanting. To target them, you must be equally well-versed in their drives and desires.
Why People Buy is a book aimed at helping all business professionals better serve their target market, whether that be made up of baby boomers or any other demographic. Author and decorated life insurance salesman Guy E. Baker sets out the best strategies for understanding your target market's needs and convincing them you have what they're looking for. Having proved himself professionally as a gifted intuitor of consumer thought processes, Baker puts his expertise at readers' disposal and explains that selling involves more than a good product and strong presentation.Why People Buy begins by outlining the sales process, explaining why a repeatable sales process is necessary, and explaining how to make the process "riskless."
He goes on to explore in detail the question of what the buyer is thinking and how business and sales professionals can hone in on the "tempo" of their target market. Whether you are able to match this tempo, he argues, is the make or break factor in your marketing pitch.
Hailed by veteran marketers and salespeople as a revelatory look at the sales process, Baker's step-by-step guide will bring your methods squarely into the zone. All clients are not created equal, and approaches must be custom-designed with the needs of the target market in mind. By understanding how and why timing is everything, corporate leaders, marketing and sales executives, strategic planners, futurists, and retail merchandisers will learn to find their target market's sweet spot and increase sales success.

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