[Replay of PCA10 Best Session Winner] We have all heard that people make decisions based on emotion and then back them up with reason. If this is the case, why do we continually use reason to convince our customers to buy our products? A more compelling way to market and sell is to tell a story that uses emotion to drive a change in behavior. This session will explore why emotion is a stronger motivator than reason, and share some effective ways to tell a story that is relevant to your customers.
Mike has passion for marketing and leadership. He has global experience marketing products and services for the refining, chemicals, oil & gas, solar power, and defense industries. With a BS Chemical Engineering from the University of Houston and a MBA from the Kellogg School of Management, he has filled various engineering, sales, and marketing roles at Emerson, Alcoa, and AkzoNobel.