1. What's the Motive?
Buying Motives
Selling LAP 109

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

3. Describe customer buying motives.
Objective
Describe customer buying motives.

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

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

6. 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

7. Types of Buying Motives
Rational
Emotional
Mixture of the two

8. 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

9. 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

10. 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.

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

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

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

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

15. 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.

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

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

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

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

20. 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?

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

22. 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
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

23. 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., P.O. Box Hull, Quebec, Canada J8Y 6V2

24. Copyright:
All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.