Mar 21, 2009

Show #226 - Emotional triggers and why customers really buy Pt2 Show 226 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen on your PC now - both for free, you don't need to download anything - all explained at the end of the post and don't forget to try GoToMeeting for your 30 day free trial! This is the second part of my conversation with Linda Goodman and Michelle Helin about their research into emotional triggers that help to understand how customers buy and therefore help you grow your sales. If you haven't listened to Part 1 then click this link to find out more about the emotional triggers and why customers really buy. I have just read their new book Why Customers Really Buy and in this second part of the interview we talk about How you can benchmark emotional conversations and the emotional triggers of your customers. Examples and case studies of how emotional triggers have helped companies engage with their customers. Is there a way of triggering positive emotions in customers in these difficult times? Is there a need to review emotional triggers over time? If you have feedback for me on the show or topics that you would like me to cover then e-mail me at or join me on twitter ! How you can listen to the Engaging Brand 1) You can listen on your PC now without downloading any software just click here to hear the latest podcast and it will take you to the latest podcast. Then press the play button! 2) You can subscribe to the show via iTunes or 3) If you use a different podcatcher then you can subscribe using the following Message from Sponsor “Online Meetings Made Easy with GoToMeeting Try it Free for 30 days use Promo Code Podcast”
Why I believe the Bonus Culture Should be Stopped Altogether I know many people love bonuses but I never have, as I believe far from building value into the business they destroy value and engagement. As a long term Director, I have always believed they potentially bring out the worst in people. I used to work on a board who were purely motivated by their own personal bonus payments. That can't be right and when I look at the devastation that mindset has created on a good company, I feel really sad especially when the founder would never have lived to those values. But that company is not an exception these days, it is more like the norm which we need to fix and fix quickly... I always argued that if you want to ensure people earn the bonus then why not just build the amount into the salary? At the end of the day if you are doing everything in your power to let them earn it, then it could never be termed a bonus could it?? We could then give much better focused objectives for the good of the company as a whole, rather than for each individual. During the banking crisis we talk about realigning the bonus schemes from short term to long term. I would propose something quite different - scrap bonus payments altogether. I can hear people screaming but I cannot think of one value a bonus scheme brings to a business? I can think of how bonus schemes harm a business which would be based around the 7 deadly sins! For me, pay really, really well, great people who want to achieve the corporate objectives through the values the company has been built upon. Recognition for great work can be promotion, promotion up the pay scales, projects etc Or maybe I am just getting old and cynical :)

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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