Get under your customers' skins,
This review is from: How Customers Think: Essential Insights into the Mind of the Market (Hardcover)
You're probably already aware that we consciously use perhaps five per cent of our mind's capability - and a lot of important stuff is happening in the other 95 per cent! But if, like me, you're working in the world of 'influencing skills', it's easy to forget that this idea is still regarded as quite new in business, even within the context of marketing and advertising.
Gerald Zaltman's book not only highlights the importance of the unconscious system in buying decisions, but also the relevance of eliciting customers' personal metaphors in order to understand their behaviour.
Zaltman has his own patented system for this elicitation, while I use the 'open source' Clean Language (see Clean Language: Revealing Metaphors and Opening Minds), but the end result can be the same: the natural imagery and metaphors of the unconscious are used to draw out valuable information from customers, which can then be used in a wide variety of business contexts.