Selling can be a science as well as an art -- and offering the right product at the right price is just the starting point. While many resources offer tips and techniques for achieving an effective sales style Washburn and Wallace dig beneath the surface to explore the thought processes potential buyers go through every time they consider making a purchase. Based on years of field-tested research and practice Why People Don t Buy Things offers a systematic approach to understanding customers motivations and tailoring the entire sales strategy to fit the customer s buying path. By teaching salespeople how to recognize different buying profiles this book offers a wealth of strategies and tactics to break out of non-productive patterns forge new relationships and turn promising prospects into repeat customers.