What's the Motive? Buying Motives Selling LAP 109

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

Describe customer buying motives. Objective Describe customer buying motives.

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

Sales and Buying Motives Salespeople should learn customers’ motives or reasons. Customers have reasons for buying. Business reasons Individual reasons

Sales and Buying Motives Customers buy benefits, not features. Benefits fulfill needs and wants. Needs and wants: Are personal to each customer Change as people change Can be influenced

Types of Buying Motives Rational Emotional Mixture of the two

Rational Buying Motives Buying on the basis of reason or logic Weighing the pros and cons Customers are aware of rational motives. Customers include: Professional purchasers Everyday customers

Emotional Buying Motives Customers may not be aware of emotional motives. Guided by powerful forces such as: Customers include anyone who buys on a whim. Love Affection Guilt Fear Passion

Number and Dominance Customers can be driven by several buying motives at one time. Both rational and emotional motives can be involved. The dominant buying motive has the greatest influence on the buying decision.

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

Techniques for Using Motives Observing: Actions and reactions Mannerisms Facial expressions

Techniques for Using Motives Listening: Stop talking. Show customers you want to listen. Be patient.

Techniques for Using Motives Showing interest: See things from customer’s point of view. Empathize. Lead customers to talk about product’s use.

Techniques for Using Motives Asking questions: Think about the product and its advantages. Base your questions on the most common buying motives. Use questions when they are needed. Follow tips, such as making your questions purposeful, courteous, direct, and open-ended. Remember that even partial or unanswered questions provide you with helpful insights.

Benefits of Using Motives To customers: Needs and wants are satisfied. They feel good about wise decision.

Benefits of Using Motives To salespeople: Successfully complete sales Gain confidence in ability

Benefits of Using Motives To businesses: Income increases with sales. Customers are satisfied. Purchase more Tell others Return fewer products

Using Motives in Sales Presentations Determine the motives. Appeal to the greatest number. Emphasize the dominant. Help the customer decide.

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 Developers Christopher C. Burke, Mary C. Hollaway, MarkED Version 1.0 Copyright © 2007 MarkED Resource Center

Digital-based photography sources: ADOBE IMAGE LIBRARY; Retail Obj. A: #RET_033 Photos copyright Eyewire Inc. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada DIAMAR People & Lifestyles Vol. 2 Obj. B: #PEO2_02 Photos copyright Diamar Interactive Corp. 600 University Street 1701 One Union Square, Seattle, WA 98101-1129 DIGITAL VISION; Teenager Today Obj. B: #130241 Photos 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. 14 Obj. B: #166 Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121 HEMERA PHOTO OBJECTS Obj. A: #inlskate, #rollblad Photos copyright Hemera technologies Inc., 1997-2000 P.O. Box 79092 Hull, Quebec, Canada J8Y 6V2

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