Digital Edition

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Digital Edition


(23 customer reviews)


Discover What Triggers the YES and Tripwires the NO in the Sales Process

“Why your prospects buy” is infinitely more important than “how you sell.” Companies spend millions of dollars annually teaching their people how to sell instead of investing in the only question that ever matters to the bottom line: “WHY DO THEY BUY?” In this revolutionary book, that question is finally answered definitively.

Receive unique insights into all 4 personality codes!

  • Blue (Blueprint)
  • Red (Action)
  • Yellow (Nurturing)
  • Green (Knowledge)

Packages Includes:

  • Digital Download of Why They Buy [PDF]
SKU: 000-000-11 Category:


Features of Why They Buy include:

Sales Secrets Uncovered

Learn four key secrets that hold you back from sales success– and solutions to get more YES’s without more NO’s!

Communication Improved

When you and your prospect use the same language, you quickly connect on a deeper level, so messages get through.

Bigger Sales Closed

Increase sales by up to 300% when you know the script to close all personality types, not just your own.

Buying Behavior Revealed

Know exactly what triggers close the sale and which tripwires lose the sale forever– so your income skyrockets!

Sale Cycles Shortened

Get faster results when you directly address your prospect’s most important concerns and leave the “blah blah blah” behind.

Personality Reverse-Engineered

Discover hidden truths about your prospect, not yourself, with a 90-second typing method that turns traditional systems upside down.

Don’t miss your chance to get an extra deck of personality cards and start cracking codes today. LIMITED TIME OFFER! Act fast while supplies last.

$100.00 $20.00Add to cart

23 reviews for Digital Edition

  1. Dan Scott

    This book is a great read. I can’t believe I have been brainwashed …:

    PARADIGM SHIFT! I was blown away by WHY THEY BUY. This book is a great read. I can’t believe I have been brainwashed to believe I have to get more NO’s to get more Yes’s. BANK is seriously a paradigm shift. It is the Holy Grail of sales. BANK not only supports the sales side but also will help with your relationships. Can you imagine understanding the way your husband, wife or child sees the world in less then 90 seconds and then adjusting to how they communicate, so powerful. Even more interesting was the validated white paper from San Francisco State University proving this system can predict buying behavior. This is a must read for everyone.

  2. Dan Scott

    Fernando Espinosa:

    Effective communications will make you free.

    WHY THEY BUY is a life-changing book. Communications is the basis of all human interaction and understanding how to communicate better with yourself and with every other person you interact with in any form is a daily chore. Cheri gives the secret to how to interact with other people in every aspect and be effective and efficient in doing so. This technology and methodology have changed the way I do business and has opened doors I never thought possible. It is a must-read, but most importantly use the principles to grow your business, your wealth, and your life.

  3. Dan Scott

    Robin E:

    This book will change the way people communicate for decades!!

    Why They Buy is a must read for everyone in business. Cheri Tree has done what no one else did for many years and cracked the code to increased sales, improved client relationships and truly valuing the way your client and prospect wants to learn about your product and service. I predict this book will change the way people communicate for decades to come. Highly recommend you not only read the book but immerse yourself in the training.

  4. Dan Scott

    By far the best business, sales and communication book I’ve ever read:

    This book is my new bible in business and at home! By far the best business, sales and communication book I’ve ever read. And I read 4 books a month! BANK changed my business. I applied immediately what I learned and increased my sales by $35.000 in one email campaign. I use BANK every day, it increased my sales more than 300% and I have in general better relationships that fulfill my life purpose. This book is a must read for every person! Cheri Tree writes in a very funny and effective easy way to read! This book is going to change your life, as long as you read it and apply it.

  5. Dan Scott

    Like and Trust Factor:

    20 years in sales- Certified facilitator for SPIN Selling- I’ve been around the block once or 10 times. In an ever-changing and dynamic world marketplace, consumers are more educated, more informed and have access to more information AND CHOICES than ever before. What worked last year is no longer the formula for capturing and closing buyers. The only secret left is in this book– KNOWING YOUR BUYER and speaking relevantly to WHO they are, what important to them and figuring out not just what they buy but WHY they buy. The only thing that’s ever “really” worked in sales is building relationships… Why They Buy gives you the code to really connecting and forging authentic relationships with your prospect so they become a customer or client much more quickly by building that know, like and trust factor. I found the book incredibly helpful with real, tangible scripts, traits that are specific to each personality type and insight into WHY it’s important to know these things. I love the fact that Cheri speaks from the “been there done that” perspective. She’s been in the trenches and she’s ridden the silver lined cloud of success– this book was incredibly helpful to me to connect some dots that had previously been missing. Easy to read, practical and based in real science. I can’t speak highly enough. If you’re ready to close more sales, and make a few new friends in the process- this book is a must have!

  6. Dan Scott

    She makes her system so easy to understand and follow in this book:

    This book helped me with communication in all areas of my life, not just sales! I saw the author Cheri Tree speak and train. She is real, articulates and inspiring. She makes her system so easy to understand and follow in this book and…. She’s one of the best teachers I have learned from in the area of communication while keeping the other persons values in mind. This book not only helped my business but also it helped in successful communication with, my husband, my grandkids and everyone around me. If you interact with people in any and every walk of life, “Why They Buy” is a must!

  7. Dan Scott

    Jory H. Fisher:

    Prepare to be amazed!

    I love this book! It’s fair to say Cheri has a way with words. Whatever YOUR personality type, Cheri speaks your language. You’ll feel as if she’s having a conversation with YOU. You’ll come away with keen insight into why you may be struggling with sales–all kinds of sales–and you’ll learn how to communicate more effectively with prospects, friends, family members, board members, staff members, constituents, congregations… everyone!

    Cheri is a highly gifted woman full of purpose, passion, and grit. That winning combination is helping her make a huge, meaningful difference in the world. Read her book. Catch the vision. Take action. And prepare to be amazed.

  8. Dan Scott

    Dr. Eric Goodman:

    A must read that will radically improve your life- perfect blend of theory and practical application – paradigm shifting!

    Having read many books on influence, communication and sales over several decades this book tops them all! The book is a great blend of theory and practical application so you can apply what you read right away. The approach is so simple it is genius. While most books on influence and sales focus on techniques and tactics to convince others or close the sale, this book takes a radically different and refreshing approach. Based on personality science, Cheri Tree’s paradigm shifting book focuses on the question that really matters and that most people have ignored, namely “why people buy”? This is mandatory reading for anyone who interacts with others and wants to improve their success in life…now I recognize that captures just about everyone and that was my intent. No matter where you are in life, you are always selling. Let me explain, if you want a relationship you have to convince someone you have something to offer, if you’re an employee and you want a raise or a promotion you have to convince your boss that you add enough value to deserve it, if you’re in business you have to convince people that your product or service is worthwhile, if you’re a parent and you want to get your kids to do something you have to sell it! You get the idea…it is all about influence and the thing most people overlook is that we typically communicate with others through our “preferred approach”…which may not be the approach that fits another person or more importantly motivates them.

    Having used and even taught several of the different personality assessment tools over the years, this is one of the few systems that goes beyond helping you characterize and understand yourself to not only understand others, but also is so simple you can actually apply it quickly and easily to enhance your interactions.

    This book offers a fresh look at the science, the secrets and the system that helps unlock how people make decisions. If you are looking for a book that will help you take your interpersonal communication skills to the next level so you can connect and build deeper, more meaningful relationships in a fraction of the time and take your sales beyond what you’ve ever imagined this is a must read.

  9. Dan Scott

    Jane Warr:

    Best business book= Why They Buy! Thank you Cheri for this incredible information! It is both simple and straight forward, and a game-changer with how it helps both personal and professional relationships. Breaking thing down into personality types has helped me connect more deeply with some important relationships in my personal life by highlighting their values to me in a way no one else has. In business, it opened my eyes to which groups I was selling the least to and why. Now I can language things differently to those I haven’t connected with as well, know I am serving them better, and feel great rewarding myself for doing so. Genius!

  10. Dan Scott

    Jamie Adam:

    A must read for anyone who believes that strong relationships are the key to success. This is the next big book in business. It it brilliantly simple in concept but challenges the way you think about communications and sales. We are all in sales and this is a must read for every person on the planet.

  11. Dan Scott

    One World. One Language:

    I love this book! Why They Buy is Revolutionary. I’d never been interested in sales until meeting Cheri Tree. I had a judgement on the industry and often felt lied to and taken advantage of. Learning Cheri’s methodology and cracking my personality code was a HUGE shift for me! In under 90 seconds (literally) I was able to put together a missing piece about myself that I’d always felt was missing. My personal and professional relationships became stronger and my perception of people changed. I gained a profound understanding of what it means to be a transparent, conscious and authentic communicator. Why They Buy is refreshing and Cheri Tree has created a lifestyle tool that I will be using for the rest of my life. I feel that everyone would benefit from reading this book! It’s a scientific reminder that we truly are One World, One Language…

  12. Dan Scott

    Maxine Fredericks:

    I am a Liscensed Certified B.A.N.K. Trainer. Within 5 minutes of hearing Cheri Tree present B.A.N.K. a year ago, I knew that I would become a trainer and commit for life to practice the principles of the system. Sometimes it just takes a simple practical explanation of life to help you understand some of the conplicated spiritual life concepts. In that first session, Immediately. I was able to see how B.A.N.K. impacted me at a very deep spiritual level and I have never been the same. “Why They Buy” is an extension of the story in written word. The book had the same effect on my as sitting in the room that first day hearing Cheri explain B.A.N.K. I picked it up and didnt put it down until I had read every word. Reconfirming for me that “Why They Buy” is a guide for life and living in peace with all mankind.

  13. Dan Scott


    Best sales guidance I’ve ever heard. This is an incredible book for the new or experienced salesperson. If you have left sales training feeling like you left your soul behind, you really need to hear Cheri’s stories and her sales approach.

  14. Dan Scott

    Angela Beczon:

    Excellent Book! Highly recommend! This book goes beyond the usual personality testing. It teaches you how to improve your personal and professional relationships. From a sales perspective I have learned to “talk” to prospects with personality types different from my own. I am looking forward to applying my new knowledge to my sales presentations. 😊

  15. Dan Scott

    Garth Farrant:

    Cheri helped me grow my business to levels never experienced before not only in income but also in understanding both my staff and customers using the BANK methodology. Why They Buy is a must read for anyone wanting to see massive growth in these areas.

  16. Dan Scott

    Cleve DeSouza:

    Supercharge your sales in 90 seconds! Knowing why your prospects buy can increase your sales up to 300% in less than 90 seconds. Holding this book in your hand feels like a billion dollars and the lessons in there are amazing. If you can imagine unlocking the secret code to make the right presentation 100% of the time to your prospects, then you will rest assured you have the advantage over your competitor to getting YES’ instead of NO. This is a must buy!

  17. Dan Scott


    Never had more WOW and Aha moments reading a book. For many years I have been knowing that all the sales education I learned around “How to sell” was only part of the equation. After read this book there is no longer any doubt that “How to sell” is complementary. The foundation is “Why they buy”. Its magical to read and get Aha-moments on more or less every page in the book. Cheri Tree have written this in a very simple to understand english, which for us not native english speaking persons a good thing. Will recommend this book to every salesperson that would like to break some records from the past. Read this book as soon as possible and you will increase your sales numbers.

  18. Dan Scott

    Gabriella de Leeuw:
    A must read for everybody who is in sales or a relationship. Cheri Tree is mastering in this book her favorite subject : sales. It’s anything but a common book about sales. It’s a unique and innovative book about our and your prospects buying Behaviour. By reading this book you will definitely improve your sales, communication and relationships. A total game changer for me.

  19. Dan Scott

    Goh Chong Tong:

    Because from this book and Cheri, I learnt the Secret, the Science and the System that no one can teach me in a simpler way the complicated ” Art” of Salesmanship can be taught. It’s really a genius methodology, to help me connect and communicate with each of my prospect in all aspects of my life. Thank you Cheri for your generous sharing. I strongly recommend this book.

  20. Dan Scott

    Jane Johnston:

    Why They Buy is an insightful book. Cheri’s book is a must read for anyone in Sales – no matter what the industry! It’s very insightful and made me realise that my own buying code is affecting how I sell, whereas I should be speaking to my clients in their codes – to make them more comfortable and informed in a way that works for them!

  21. Dan Scott

    Wow! What more needs to be said:

    Amazing book, life changing. Everyone needs to read this. Start communicating better on a daily basis, increase sales and have a better way of life.

  22. Dan Scott

    One World, One Language:

    In 6 short mos. this book, Cheri Tree, and B.A.N.K. has changed my life. And I’m just getting started! The tools are priceless! A must read for EVERYONE!

  23. Dan Scott

    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.

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