The full title of this book by Lindsay Spencer-Matthews is
“Reading Customers Minds: Why Customers Don’t Buy From You And What To Do About It“.
In my review posted on Amazon.co.uk, I gave the book a rating of Five Stars. This means I think it is Excellent.
Here is my book review.
Very interesting and well worth reading if you have a colour screen
This interesting book is written by a psychologist with 20 years practical experience who has previously worked in sales and marketing.
The author contrasts what you know and what a customer knows using set theory diagrams. I’m a visual thinker so I like the clarity of this approach but unfortunately the diagrams don’t come out well on a standard Kindle reader with its black and shades of grey contrasts.
I looked for a paperback version but it’s only available on Kindle. Since my original review, I started to read all my Kindle books on a tablet rather than my old style Kindle reader. This brings the diagrams to life and, in colour, they are very clear.
As well as explaining the ideas and how the issues help or hinder sales success (or the buying process), he also ends with three detailed examples, one for a high value product, one for a low value product and one for a service business. These help to show the ideas can be applied in practice and, unusually for a short book, I’m not left wanting more details.
I’m wary of saying too much about the basic idea because it’s quite simple to understand, but, like the best ideas, it gave me an aha moment. I’m thinking of using it when I talk to potential coaching clients about accepting ideas to change as well as thinking about how it impacts on my marketing and my clients.
I originally said “if I didn’t have problems with the diagrams, I’d be giving this five stars”. Since I no longer have a problem with the diagrams have have re-rated the book. I was so impressed with this book, I’ve bought the author’s first book “Why Clever People Do Dumb Things: 9 Steps To Help You Feel As Successful On The Inside As You Appear On The Outside“. I haven’t read it yet.
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