Article first published as Book Review: 'Why They Buy: Cracking the Personality Code to Achieve Record Sales and Real Wealth' by Cheri Tree on Blogcritics.
October 12, 2017
Why They Buy
Cracking the Personality Code to Achieve Record Sales and Real Wealth
Cheri Tree
Aviva Publishing (2017)
ISBN: 978-1-944335-68-7
New Book Reveals World’s Greatest Sales Secret
In Why They Buy: Cracking the Personality Code to Achieve Record Sales and Real Wealth, entrepreneur Cheri Tree reveals her game-changing system that will help any salesperson connect with his or her prospects in a way that will seal the deal and create win-win situations for everyone.
Being in sales is one of the toughest jobs out there, but the truth is that we are all in sales. If we’re not trying to sell a product to our customers, we’re trying to sell our kids on eating their vegetables or our employer on giving us a raise. Every day, we are faced with situations where we need to “sell” (promote our agenda or viewpoint), and we can achieve more success in all these sales situations when we learn the personality code of the person we’re trying to sell to. How do we do that? By using Cheri Tree’s B.A.N.K. system that she outlines in simple and practical detail in this book.
Rest assured, B.A.N.K. is not a system to manipulate people into buying something they don’t want. It’s a system to help you learn how to connect with people using the language they want to hear. As Cheri points out in the book, 66 percent of customers are turned off by presentations given by salespeople. That’s because the salesperson is not speaking in a language the customer wants to hear or really understands. As Cheri reveals, people have different personalities, so if you want to sell to someone, you have to understand that person’s personality type. B.A.N.K. is an acronym for the four personality types, and since there’s four of them, if you don’t know the person’s personality type, you only have a 1 in 4 chance of making the right sales pitch. However, as research indicates, 82 percent of people want to buy from their matching personality type. That means that if the salesperson doesn’t match their personality type, the salesperson will likely lose the sale. B.A.N.K. helps the salesperson identity the customer’s personality type in less than ninety seconds so he or she can morph the customer’s type and then have an excellent chance of closing the sale!
To explain all four of the personality types here would be to give away too much information—better you read about them in the book. In fact, you can take a quiz to determine your own personality type. I will just say that Cheri walks readers step-by-step through the mindset behind why B.A.N.K. works better than any other sales program. Then she goes into detail in her description of each of the four personality types so you will understand the types’ likes, dislikes, and idiosyncrasies and can tailor your sales presentation and all communications accordingly. Once you do this, your prospects will be more receptive to your message and you’ll improve your sales and relationships.
Yes, B.A.N.K. really works! In fact, Cheri is living proof of it. She is very honest throughout the book about the struggles she went through in sales before she discovered this system. She states:
“I started off at the bottom…the very bottom! My dream of being a successful entrepreneur got crushed when I realized that I sucked at sales. I was so terrible that during my entire first year in sales as a commission-only financial advisor, I only earned $700! I was the worst salesperson on the team!”
Cheri goes on to describe how she spent years trying to figure out what she was doing wrong until she discovered the B.A.N.K. system. Then, she tells us, “Using the B.A.N.K. code, I took my income in a single year from $72,000 to over $500,000—a 695 percent increase. Within three years, my annual income surpassed one million dollars—and the rest, they say, is history.”
But there’s a lot more to B.A.N.K. than just sales and making money. Not that money isn’t important—money, as Cheri points out, does bring happiness because it makes life easier for people; it allows them to fulfill their dreams, have security, and take care of their loved ones. But more importantly, B.A.N.K. can help us improve our relationships with everyone from our loved ones to our customers and strangers. Cheri states:
“You want to know what Cheri Tree is really about? I’m about changing lives. I don’t care at all about the money, but I know that helping you make more money can change your life. Money can help you achieve your real dreams. Sure, people have told me, ‘Money doesn’t buy you happiness.’ But when they say that, I usually reply, ‘Well, I recommend you try making at least a million dollars in one year and then reevaluate that saying!’ That’s another silly myth, right? Money definitely can buy you a lot of happiness, but money isn’t everything.”
Most of Why They Buy is dedicated to the power of B.A.N.K. to help people in sales, but Cheri also offers examples of how learning each other’s B.A.N.K. codes has helped family members learn to communicate better; it’s even helped people connect with people who are suicidal to save their lives. It could actually bring world peace as world leaders learn how to communicate with each other using this system. That world peace dream isn’t even all that far-fetched considering that Cheri Tree has already introduced B.A.N.K. to thousands of people and it’s made its way into more than forty countries. With that kind of success record—and growing—I can guarantee it’s a system worth looking into.
I rarely get as excited about reading a book as I did while reading Why They Buy. It’s made me better understand myself—I’m a K with B as my second personality code. It’s made me also understand better some of my loved ones whom I have difficulty communicating with. It’s a practical, easy-to-use system that can definitely make a difference in your sales and your life. Try it out. You have nothing to lose and everything to gain.
For more information about Cheri Tree and Why They Buy, visit www.WhyTheyBuy.com.
— Tyler R. Tichelaar, Ph.D. and award-winning author of Narrow Lives and Arthur’s Legacy
