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Episode #167: Goal Achievement in the Buying Process with Dr. Anthony Salerno

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

Dr. Anthony Salerno shares with Jeff that your customer is purchasing as a goal activity. What does that mean to you as a sales professional? Sometimes we see our customers as indecisive when in fact, they may be overloaded with information and rather than make a wrong decision, will postpone the purchase.  Other times, it’s because they’re fearful of making the wrong decision because they lack confidence.   Knowing your customer makes all the difference and knowing that difference means you can help them reach their goal.

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

[1:22] When we shop is it always with a goal in mind?

[4:34] Emotion in goal pursuit

[7:38] What is a nonconscious goal?

[12:18] Goal activation and goal deactivation

[18:57] Is the gut-decision a better reason for satisfaction?

[24:24] Anticipated regret and choice deferral


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More about our guest Dr. Anthony Salerno:

Anthony Salerno is an Associate Professor of Marketing, having received his Ph.D. from the University of Miami in 2014. His research interests focus primarily on how the goals that consumers set for themselves may interact with different emotional states to ultimately influence self-regulatory behavior. Anthony has published in the Journal of Consumer Research, Journal of Marketing Research, and Psychological Science, and has also presented his research at the ACR, SCP, APA, and SJDM conferences. Anthony has also discussed his research on NPR and been covered by other media outlets, including The Wall Street Journal, Forbes, The Huffington Post, The Miami Herald, and Men’s and Women’s Health Magazines.

Links from today’s podcast:

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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.