Podcast: "Why We Buy" Author Paco Underhill On What Drives Customers

The psychologist, author and executive behind "Why We Buy" talks about, well, why they buy.

Paco Underhill
Posted: 09/11/2017

Successfully understanding customers and their motivations is the cornerstone of a great experience.

We wanted to tackle that topic in our new CCW Digital Podcast episode.  And who better to help us than Paco Underhill, the acclaimed author of "Why We Buy."

Underhill talks about his own journey, before discussing what drives customer behavior -- and how that has changed over the years.

"There’s a direct connection between how we sell it and people’s comfort buying it," says Underhill in this exciting new addition to our podcast series.

Paco Underhill
Posted: 09/11/2017

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