8-1 The Buying Process and Buyer Behavior Selling Today 10 th Edition CHAPTER Manning and Reece 8

8-2 Customer Strategy Defined “A customer strategy is a carefully conceived plan that results in maximum customer responsiveness. One major dimension of this strategy is to achieve a better understanding of the customer’s buying needs and motives.”

8-3 Strategic/Consultative Selling Model FIGURE 8.1

8-4 Complex Nature of Customer Behavior Individual customers perceive the product in their own terms The customer is a person, not a statistic Companies that fully accept this basic truth are likely to adopt a one-to-one marketing strategy

8-5 Differences Between Consumer and Organizational Buyers FIGURE 8.2

8-6 Types of Organizational Buying Situations New-task buy Salespeople rely on consultative selling skills Straight rebuy Salespeople constantly monitor satisfaction Modified rebuy Salespeople can provide service/anticipate changes Systems selling

8-7 Achieving Alignment The buying process is a systematic series of actions, or a series of defined, repeatable steps, intended to achieve a result Salespeople need to be clear on how decisions are being made Acquire specific information rather than make generalizations about the buyer’s decision-making process

8-8 Steps in the Buying Process Need awareness Salespeople can create value by determining problems and identifying solutions Evaluation of solutions Salespeople can create value by providing useful information Resolution of problems

8-9 Steps in the Buying Process Purchase Salespeople create value by arranging financing or supervising delivery and installation Implementation Value creation involves timely delivery, superior installation, accurate invoicing, or follow-up contacts by the salesperson

8-10 Basic Needs—Maslow Physiological: food, shelter Security : free from danger Social: identification with social groups, friendship Esteem : desire to feel worthy in eyes of others Self-actualization : need for mastery, self- fulfillment FIGURE 8.6

8-11 Perception: Customer Need Formation “Facts are negotiable. Perception is rock- solid.” Selective attention: We tend to screen out certain messages... information overload Buyers conditioned by social-cultural background and need to use various selective processes Salespersons should encourage client to discuss “perceptions” of products

8-12 Emotional and Rational Motives Emotional Acts due to passion or sentiment Emotional appeals common If two products are identical, the salesperson who “connects” has the advantage Rational Acts on reason or judgment Relatively free of emotion Salespeople gather, interpret, and disseminate customer-specific information

8-13 Patronage and Product Motives Patronage Buy from a particular firm Past experience positive Relevant elements: superior service, product selection, competent sales staff Product Buyer believes one product is superior to others Preferences for: specific brands, quality, price, design/engineering