Abstract
A noted marketing consultant spots some serious flaws in the selling of “big-ticket” items. Using an actual case history, he shows why better research into point-of-purchase influences is needed.
Special techniques uncover the real reasons why, once they are in the dealer's place of business, many people do not buy. Understanding buyers’ motives, doubts, fears, and anxieties helps the manufacturer to assure a better buying climate at the point of purchase and to increase sales.
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