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Appeal to Human Needs

Savvy salespeople recognize that most 21st-century consumers are short on two things: time and money. Among the top needs that motivate people to buy, then, are making or saving money and saving time. But they are not the only ones.

Consider Starbucks Coffee Company. Chairman and CEO Howard Schultz says he came to realize, as time went on, that there was more to the company’s success than a better cup of coffee. In his book, Pour Your Heart into It, Schultz writes: “We realized that our stores had a deeper resonance and were offering benefits as seductive as the coffee itself.” Among them, he says:


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