A field-tested guide to increasing sales by selling the way the customer wants to buy "As any salesperson knows, if you handle a prospect's objections to buying, you often close the sale. Of course, it's not that easy, thanks to hidden objections and other obstacles. Harry Washburn and Kim Wallace ease the job here by offering new insights into objections prospects tend to raise, as well as how to address them." -Mark Henricks, American Way Based on twenty-five years of research and practice, and featuring dozens of case examples, Why People Don't Buy Things offers a systematic approach to understanding customers' motivations and tailoring the entire sales strategy to fit the customer's buying profile. "Why People Don't Buy Things picks up where positioning leaves off. Washburn and Wallace take the mystery out of the selling process and offer an innovative method for converting skeptical consumers into loyal customers." -John C. Ferries, former President-International, D'Arcy Masius Benton & Bowles