Acquiring New Customers 85 Chapter 5 Acquiring New Customers The Emotional Triggers That Transformed a Sales Organization Sometimes a company is their The human body has own worst enemy. The competition two ears and one isn't the problem. Instead, it creates mouth. To be good at obstacles all on its own. This is the persuading or selling, story of a Southwest data storage you must learn to use those natural devices in operation that found their service proportion. extremely timely following Hurricane --Tom Hopkins Katrina. Their top-notch sales team easily opened doors with companies more acutely aware of the need to protect sensitive data, but they failed to gain many new customers. Emotional-trigger research revealed the fatal flaw in their sales approach and provided the insights that transformed their business. Lesson #2 Focus on what the customer wants, not what you want them to want. 85