Episode #117: The Emotion-Based Sale with Mary Kaye O’Brien

In This Episode of The Buyer’s Mind with Jeff Shore:

Mary Kaye O’Brien, market researcher and consumer insights guru, discusses with Jeff how her research helped strengthen the Zillow Group brand.  How we make the customer feel will determine whether or not they have confidence to purchase. As sales professionals, we need to be confident in what we’re selling, so our customer can adopt that confidence in their purchase decision.

Topics we’re going to cover on today’s podcast:

[0:57] Do we really understand our own emotions?

[3:32] Meet Mary Kaye O’Brien

[6:45] How important is consumer confidence?

[12:51] How do you measure the non-conscious of the consumer?

[19:13] How does the salesperson help the consumer overcome fear?

[27:55] How your confidence makes the sale

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More about our guest Mary Kaye O’Brien:

Mary Kaye helps companies create a unified view of their customer and their brand by combining research storytelling with strategic consulting services. She is a dynamic speaker, working to inspire her audiences with insights and data they can turn into action.

She specializes in the use of qualitative and observational research techniques as well as advanced quantitative analytical designs to support strategic decision making. She also provides consulting services including project management support and facilitation services in applying research findings to branding and marketing activities.

Research specialties: Design and implementation of strategic quantitative and qualitative research including brand equity assessments; brand tracking; advertising development; copy testing; market mix modeling; market tracking; concept testing; conjoint analysis; pricing sensitivity; market segmentation; product ideation; usability; ethnography; customer satisfaction and loyalty.

Links from today’s podcast:

Zillow Group

The Achiever Fever Cure: How I Learned to Stop Striving Myself Crazy

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About the Author: Jeff Shore

Jeff Shore

Jeff Shore is the Founder and President of Shore Consulting, Inc. a company specializing in field-tested and proven consumer psychology-based sales training programs.

Jeff is a top-selling author, host of the popular sales podcast, The Buyer’s Mind, and an award-winning keynote speaker. He holds the prestigious Certified Speaking Professional designation from the National Speakers Association and is a member of the NSA’s exclusive Million Dollar Speaker’s Group.

With over 30 years of real-world, frontline experience, Jeff’s advanced sales strategies spring from extensive research into the psychology of buying and selling. He teaches salespeople how to climb inside the mind of their customers to sell the way their buyers want to buy. Using these modern, game-changing techniques, Jeff Shore’s clients generated over $30 billion in sales last year.