SellingSellingLAP 109LAP 109

Buying MotivesBuying Motives

ObjectivesObjectives

Describe customer buying motives.Describe customer buying motives.

Use customer buying motives in sales Use customer buying motives in sales presentations.presentations.

Describe customer buying motives.Describe customer buying motives.

ObjectivObjectivee

• What makes you buy a pair of jeans?

• What would you need to know to sell a pair of jeans?

• What makes you buy a pair of jeans?

• What would you need to know to sell a pair of jeans?

• Salespeople should learn Salespeople should learn customers’ motives or customers’ motives or reasons.reasons.

• Customers have reasons Customers have reasons for buying.for buying.

Business reasonsBusiness reasons

Individual reasonsIndividual reasons

Sales and Buying MotivesSales and Buying Motives

• Customers buy benefits, not features.Customers buy benefits, not features.

• Benefits fulfill needs and wants.Benefits fulfill needs and wants.

• Needs and wants:Needs and wants:

Are personal to each customerAre personal to each customer

Change as people changeChange as people change

Can be influencedCan be influenced

Sales and Buying MotivesSales and Buying Motives

• RationalRational

• EmotionalEmotional

• Mixture of theMixture of the two

Types of Buying MotivesTypes of Buying Motives

• Buying on the basis of reason or logicBuying on the basis of reason or logic

• Weighing the pros and consWeighing the pros and cons

• Customers are aware of rational motives.Customers are aware of rational motives.

• Customers include:Customers include:

Professional purchasersProfessional purchasers

Everyday customersEveryday customers

Rational Buying Rational Buying MotivesMotives

• Guided by powerful forces Guided by powerful forces such as:such as:

Emotional Buying MotivesEmotional Buying Motives

• Customers may Customers may notnot be be aware of emotional motives.aware of emotional motives.

LoveLove• Customers include anyone Customers include anyone who buys on a whim.who buys on a whim. AffectionAffection

GuiltGuilt

FearFear

PassionPassion

• Customers can be driven by several Customers can be driven by several buying motives at one time.buying motives at one time.

Both rational and emotional Both rational and emotional motives can be involved.motives can be involved.

• The dominant buying motive has the The dominant buying motive has the greatest influence on the buying greatest influence on the buying decision.decision.

Number and DominanceNumber and Dominance

Use customer buying motives inUse customer buying motives insales presentations.sales presentations.

ObjectivObjectivee

• Actions and reactionsActions and reactions

• MannerismsMannerisms

• Facial expressionsFacial expressions

Techniques for Using Techniques for Using MotivesMotives

Observing:Observing:

• Stop talking.Stop talking.

• Show customers you Show customers you wantwant to listen. to listen.

• BeBe patient.

Techniques for Using Techniques for Using MotivesMotives

Listening:Listening:

• See things from customer’s point of view.

• Empathize.

• Lead customers to talk about product’s use.

Techniques for Using Motives

Showing interest:

• Think about the product and its Think about the product and its advantages.advantages.

• Base your questions on the most Base your questions on the most common buying motives.common buying motives.

• Use questions when they are Use questions when they are needed.needed.

TechniquesTechniquesfor Using Motivesfor Using Motives

Asking questions:Asking questions:

• Follow tips, such as making your Follow tips, such as making your questions purposeful, courteous, questions purposeful, courteous, direct, and open-ended.direct, and open-ended.

• Remember that even partial or Remember that even partial or unanswered questions provide unanswered questions provide you with helpful insights.you with helpful insights.

• To customers:To customers:

Benefits of Using MotivesBenefits of Using Motives

Needs and wants are Needs and wants are satisfied.satisfied.

They feel good about They feel good about wise decision.wise decision.

• To salespeople:To salespeople:

Benefits of Using MotivesBenefits of Using Motives

Successfully complete Successfully complete salessales

Gain confidence in abilityGain confidence in ability

• To businesses:To businesses:

Benefits of Using MotivesBenefits of Using Motives

Income increases with Income increases with sales.sales.

Customers are satisfied.Customers are satisfied. Purchase morePurchase more Tell othersTell others Return fewer productsReturn fewer products

• Determine the motives.Determine the motives.

• Appeal to the greatest Appeal to the greatest number.number.

• Emphasize the dominant.Emphasize the dominant.

• Help the customer decide.Help the customer decide.

Using Motivesin Sales Presentations

• Selling to a buyer motivated by emotion is a delicate operation.

• Unpleasant situations can result from poor tactics:

Creating anxiety

Provoking tears

Inducing self-blame

• What would be your approach?

MarkED

Acknowledgments

Original DevelopersChristopher C. Burke,

Mary C. Hollaway, MarkED

Version 1.0

Copyright © 2007MarkED Resource Center

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DIGITAL VISION; Teenager TodayObj. B: #130241Photos copyright Digital Vision Ltd., all rights reserved. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5

Digital-based photography sources:

PHOTODISC, INC.Business & Transportation Vol. 14Obj. B: #166Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121

HEMERA PHOTO OBJECTSObj. A: #inlskate, #rollbladPhotos copyright Hemera technologies Inc., 1997-2000 P.O. Box 79092 Hull, Quebec, Canada J8Y 6V2

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