SellingLAP 108
Decisions, Decisions, Decisions, Decisions, DecisionsDecisions
ObjectivesObjectives
Identify types of customer buying decisions.Identify types of customer buying decisions.
Facilitate customer/client buying decisions.Facilitate customer/client buying decisions.
Identify types of customerIdentify types of customerbuying decisions.buying decisions.
ObjectivObjectivee
• Nick wants to buy a digital voice Nick wants to buy a digital voice recorder:recorder:
Doesn’t know anything about themDoesn’t know anything about them
Goes to a recommended storeGoes to a recommended store
Sees a variety of different modelsSees a variety of different models
Doesn’t want to spend more than $60Doesn’t want to spend more than $60
Wants to purchase todayWants to purchase today
• Buying decisions:Buying decisions: He has already made some.He has already made some.
He still has some to make.He still has some to make.
• Nick needs the help of a skilled Nick needs the help of a skilled salesperson.salesperson.
Customer Buying DecisionsCustomer Buying Decisions
• Usually require a certain amount of Usually require a certain amount of assistance and reassurance from a assistance and reassurance from a salespersonsalesperson
• Successful salespeople are well-Successful salespeople are well-prepared to help. prepared to help.
• Customers and clients are unique:Customers and clients are unique:
At different stages in the At different stages in the decision-making processdecision-making process
Make buying decisions in no Make buying decisions in no particular orderparticular order
Types of CustomerTypes of CustomerBuying DecisionsBuying Decisions
• Need decision: Why should I buy?Need decision: Why should I buy?
Usually the first buying Usually the first buying decision a customer makesdecision a customer makes
Determining a need or want for Determining a need or want for a good or servicea good or service
Often made before coming in Often made before coming in contact with the salespersoncontact with the salesperson
Types of Customer Buying Types of Customer Buying DecisionsDecisions• Product decision: Which one Product decision: Which one
should I buy?should I buy?
BrandBrand
Type Type
ModelModel
StyleStyle
ColorColor
QualityQuality
Of all the products available, Of all the products available, which is right for the customer?which is right for the customer?
Influenced by factors such as:Influenced by factors such as: QuantityQuantity Size/shapeSize/shape
FlavorFlavor
PackagingPackaging
ReputationReputation
Customers gather product Customers gather product information from sources such as:information from sources such as: AdvertisingAdvertising
Manufacturers’ promotional Manufacturers’ promotional materialsmaterials
Trade magazinesTrade magazines
The InternetThe Internet
Friends Friends
RelativesRelatives
SalespeopleSalespeople
Brand: DodgeBrand: Dodge
Type: SUVType: SUV
Model: NitroModel: Nitro
Size: MidsizeSize: Midsize
Color: RedColor: Red
Types of Customer Buying Decisions
• Place decision: Where should I buy?Place decision: Where should I buy?
Influenced by factors such as:Influenced by factors such as: LocationLocation
Customers value Customers value convenience.convenience.
E-commerce—can E-commerce—can order almost anything order almost anything from homefrom home
Product qualityProduct quality
PromotionPromotion
AdvertisingAdvertising
Direct marketingDirect marketing
Online marketingOnline marketing
Positive publicityPositive publicity
Brand preferenceBrand preference
LoyaltyLoyalty
Customer serviceCustomer service More important for some More important for some
purchases than otherspurchases than others
Often a key factor in Often a key factor in industrial purchasesindustrial purchases
RecommendationsRecommendations
EmployeesEmployees
Types of Customer Buying Types of Customer Buying DecisionsDecisions
• Price decision: How much will I pay?Price decision: How much will I pay?
Closely related to product decision Closely related to product decision (often made at the same time)(often made at the same time)
Influenced by factors such as:Influenced by factors such as:
Product features and benefits Product features and benefits (primary consideration)(primary consideration)
Uniqueness of productUniqueness of product
WarrantyWarranty
Customer serviceCustomer service
Brand preferenceBrand preference
Types of Customer Buying Types of Customer Buying DecisionsDecisions
• Time decision: When should I buy?Time decision: When should I buy?
Reasons for customer delay often Reasons for customer delay often include:include:
Need for additional informationNeed for additional information
FinancesFinances
Salespeople can help by explaining:Salespeople can help by explaining:
Advantages of purchasing nowAdvantages of purchasing now
DiscountsDiscounts
Free shippingFree shipping
RebatesRebates
Extra productsExtra products
Disadvantages of waiting to Disadvantages of waiting to purchasepurchase
Missing out on a saleMissing out on a sale
Limited product availabilityLimited product availability
The availability and advantages The availability and advantages of creditof credit
Facilitate customer/clientFacilitate customer/clientbuying decisions.buying decisions.
ObjectivObjectivee
Assisting CustomersAssisting Customerswith Buying Decisionswith Buying Decisions
• Step one—Determine if the Step one—Determine if the customer needs help. customer needs help.
Question the customer.Question the customer.
Listen to responses.Listen to responses.
Rely on your experience, Rely on your experience, or learn from a mentor.or learn from a mentor.
Assisting CustomersAssisting Customerswith Buying Decisionswith Buying Decisions
• Step two—Gain the Step two—Gain the customer’s confidence.customer’s confidence. Be a good listener.Be a good listener. Display self-confidence.Display self-confidence. Demonstrate expertise on:Demonstrate expertise on:
ProductsProducts CompanyCompany IndustryIndustry Market conditionsMarket conditions
and trendsand trends
Make only promises you Make only promises you can keep. can keep.
Demonstrate Demonstrate confidentiality.confidentiality.
Demonstrate friendliness Demonstrate friendliness and build rapport.and build rapport.
• Step three—Be honest and sincere Step three—Be honest and sincere with the customer.with the customer.
• Step four—Show genuine interest Step four—Show genuine interest in helping the customer.in helping the customer.
Don’t act as if you’re rushed.Don’t act as if you’re rushed.
Answer all questions.Answer all questions.
Take notes.Take notes.
Assure customers you will help Assure customers you will help them make the best decision.them make the best decision.
Assisting CustomersAssisting Customerswith Buying Decisionswith Buying Decisions
Assisting CustomersAssisting Customerswith Buying Decisionswith Buying Decisions
• Step five—Demonstrate product Step five—Demonstrate product knowledge.knowledge.
For your products as well For your products as well as your competitors’as your competitors’
If you can’t answer a If you can’t answer a question, find out from question, find out from another employee.another employee.
• Step six—Relate features and Step six—Relate features and benefits to the customer.benefits to the customer.
Assure the customer that Assure the customer that the quality of the product is the quality of the product is worth its price.worth its price.
Use specific rather than Use specific rather than general terms. general terms.
• Jake is under pressure to make sales:
Feels he’s convincing customers to buy products they don’t need and might not be able to afford
His boss says that’s not Jake’s problem.
• What do you think?
Yes, the priceof this laptop is more than
you wanted to spend, but we have financing available.
MarkED
Acknowledgments
Original DevelopersChristopher C. Burke,
Sarah Bartlett Borich, MarkED
Version 1.0
Copyright © 2008MarkED Resource Center
Digital-based photography sources:
Brand X PicturesStudio 14; E-CommerceObj. A: BXP30985Photos © Brand X Pictures8755 Washington Blvd., Culver City, CA, 90232 www.studiofourteen.com
DIGITAL VISION;Business Communication Obj. A: #079023AConsumers Obj. B: #267152CPhotos 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 & Occupations Vol. 7Obj. A: #7327Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121
Copyright:
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