The more you understand what motivates people —
the easier it is to help

Every business wants more sales from better customers. This is especially true for companies whose products or services are particularly hard to sell; companies that face a long, complex sales process with multiple decision makers. Think commercial banks and credit unions. Think colleges and universities. Think any of countless industries, from professional services to manufacturing, that must work for months or years to complete a sale.

Better customers are more profitable customers. And that is exactly what we help you create.

Selling more begins with the science of behavior change

Our approach to helping your business grow is based on the groundbreaking research into behavior change of three scientist: James Prochaska, John Norcross and Carlo DiClementa. Their research focused on one of the most difficult behaviors to change — helping people to quit smoking.

What their research stated, in essence, is that there are six distinct stages people must pass through when making a buying decision, and people need specific kinds of information at each step in the process. Wrong or missing information at any point creates barriers that keep people from changing their behavior (or buying).

We’ve taken this science of behavior-change and applied it to modern sales and marketing — we call it cognitive marketing.

The Customer Decision Journey

Aligning sales & marketing around the customer

Marketing Planning Retreats

Imagine your entire team, united around a single purpose

Sales and Cognitive Marketing

The science of behavior change and sales

The Finished Product

The work and the results

Overcoming Barriers to Growth: the Avadian Credit Union story

One of the biggest challenges any company can face is what to do when its position in the market changes and historical strengths become barriers to new growth. Nowhere has this dilemma been more apparent than in the credit union industry.

In 2010, Alabama Telco faced this exact challenge and hired FitzMartin to help lead one of the most significant strategic changes in the long history of the credit union.

Read the Case Study
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