Why We Buy

I find the psychology of shopping (and of decision-making in general) to be a fascinating subject. If you examine a large sample of consumers, you’ll notice certain commonalities and trends that exist between even the most diverse sampling of people. From this information, we can get inside the minds of our prospects and customers and figure out what sales strategies will push the right buttons and get them to say, “Yes!”

In Paco Underhill’s book, Why We Buy: The Science of Shopping, Underhill reveals consumer decision-making trends in both the physical and online marketplaces. While this book is primarily focused on the retail sales environment (store layout and ambiance, shelf placements for products, approachability, etc.), many of the lessons this book teaches are true across the board and can be applied to our work as efficiency sales professionals. If you’re interested in learning more about the science behind consumer behavior, I recommend reading this book.

Here’s a summary from Amazon Books:

"Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture -- full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world's emerging markets. New material includes: 

• The latest trends in online retail - what retailers are doing right and what they're doing wrong - and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.

• A guided tour of the most innovative stores, malls and retail environments around the world - almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. 

“The new Why We Buy is an essential guide - it offers advice on how to keep your changing customers and entice new and eager ones.”

 

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