The Power of Why

Win and keep customers by speaking to what they want to buy instead of what you want to sell. The Power of Why shows readers how to elevate their business performance. As Weylman explains, customers don’t care if a business is different or that its products are unusual. Trumpeting achievements like “We were voted #1 again” or “Rated best service three years running” doesn’t engage buyers emotionally. It’s seller-centric thinking in a buyer-centric world. When customers decide where to buy, they have one thing in mind: Why should I do business with this company? Will it solve my problem, today? Buyers want to do business with companies willing to make a customer-centric promise of expected outcome: up-front, unconditional, and unqualified. This is not just a slogan; it’s the company’s DNA, consistently delivered through all parts of the organization. Think Tax Masters, whose promise—“We solve your tax problems”—couldn’t be more buyer-centric. And they deliver. With the same actionable, hands-on strategies Weylman has used to help companies of all sizes grow in the toughest conditions, The Power of Why is the essential manual for business survival and growth.