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Understanding Buyers – How and why customers buy Chapter 3.

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Presentation on theme: "Understanding Buyers – How and why customers buy Chapter 3."— Presentation transcript:

1 Understanding Buyers – How and why customers buy Chapter 3

2 In-Class Exercise: Ill Cook His Goose!

3 Understanding Buyers Starts with understanding yourself,…..and being confident in what you are selling. Knowledge Bases (from Chapter 2): Industry Company Product Price and Promotion Service Market/Customer Competitor Technology

4 Adaptive Selling Adaptive selling (Chapter 1) entails: Gathering information about each customer Observing customers reactions during the sales call Being able to make rapid adjustments during the sales process/call/presentation Tailoring the sales presentation to each customers social style

5 Understanding Social Styles Assertiveness Competitive Rapid movers Quick decision makers Initiative takers Time sensitive Responsiveness Friendly Talkative Approachable Less time sensitive Slower decision makers More sensitive to others feelings

6 Understanding Social Styles Understand and know yourself and your prospects dominant personality type.

7 Social Styles Matrix Amiable Show concern for me and my problems Supportive Respectful Willing Dependable Personable Amiable Show concern for me and my problems Supportive Respectful Willing Dependable Personable Expressive I like competent, imaginative salespeople Personable Stimulating Enthusiastic Dramatic Inspiring Expressive I like competent, imaginative salespeople Personable Stimulating Enthusiastic Dramatic Inspiring Driver Show me bottom line results Determined Demanding Thorough Decisive Efficient Driver Show me bottom line results Determined Demanding Thorough Decisive Efficient Analytical What I need are practical suggestions Industrious Persistent Serious Vigilant Orderly Analytical What I need are practical suggestions Industrious Persistent Serious Vigilant Orderly RESPONSIVENESS ASSERTIVENESS Low High Low

8 Appendix for Chapter 3

9 In-Class Exercise: What Makes Him so Successful?

10 Selling From The Customers Perspective Three conditions constitute a quality buying experience: 1. Customers believe that salespeoples assessments of their needs and expectations are good (from quality communication) 2. Customers experience fulfillment of these needs on a long-term basis due to the salesperson and the sales support team 3. When customer needs change suddenly, salespeople respond by making every effort to meet new needs

11 Selling to Prospects Needs and Wants – a starting point The goal is to reach a common understanding between buyer and seller This can only happen through the process of disclosure – the giving and taking of information Do we share any background experiences? Are our language skills, attitudes, and beliefs similar or dissimilar? What assumptions have we made about each other based on stereotypes?

12 Uncovering Needs and Wants Salespeople must: Determine what will motivate the prospect to act (not necessarily a purchase) Understand the goal orientation of the prospect Assess and adapt to the style of the prospect

13 Types of Buyer Needs Situational Needs I need a copier now because I have a major project I need to complete. I need a copier that sorts and staples. I need a state-of-the-art copier so I will be recognized as of the technology-savvy people in this company. I need an extended warranty with a copier. I need comprehensive training on how to use a copier. Functional Needs Social Needs Psychological Needs Knowledge Needs

14 Complex Mix of Business Buyer Needs Buyers Level of Satisfaction Psychological Attributes Delighters Functional Attributes Must-Haves 63% Level of Influence On Buyers Satisfaction 37% Level of Influence On Buyers Satisfaction

15 Categories of Buyers Manufacturers Institutions/Governments Wholesalers, Retailers Non-Profit Organizations Business Markets People (Personal Use) Consumer Markets

16 Distinguishing Characteristics of Business Markets Concentrated Demand Derived Demand Higher Levels of Demand Fluctuation Acceleration Principle Purchasing Professionals Multiple Buying Influences – Buying teams/centers Close Buyer-Seller Relationships – Ethical Dilemma, page 81

17 Buying Decision Process Recognition of the Need Determination of Desired Characteristics Description of Desired Characteristics Search and Qualification of Potential Sources Acquisition & Analysis of Proposals Evaluation of Proposals Selection of Suppliers Selection of an Order Routine Performance Feedback and Evaluation

18 Characteristics of the Three Types of Buying Decisions Straight Rebuy Modified Rebuy New Task Newness of Problem or Need Information Requirements Information Search Consideration of New Alternatives Multiple Buying Influence Financial Risks Low Minimal Minimal None Very Small Low Medium Moderate Limited Limited Moderate Moderate High Maximum Extensive Extensive Large High

19 Buying Center Members InitiatorsInitiators UsersUsers GatekeepersGatekeepers InfluencersInfluencers DecidersDeciders PurchasersPurchasers The roles in the buying center work together to affect the outcome of the purchase decision.

20 Individual Factors Affecting the Buying Center

21 Multi-Attribute Model A procedure/tool for evaluating suppliers and products that incorporates weighted averages across desired characteristics that are important in the buying decision.

22 Multi-Attribute Model Assessment of Product/Service or Supplier Performance (P) Assessing the Relative Importance of Each Characteristic (I) The base score The weight

23 Example of the Multi-Attribute Model Process Vinyl FabricNylon Velvet Fabric Characteristic Performance Score Importance WeightPxI Performance Score Importance WeightPxI Comfort Durability Guarantee Price Evaluation Score


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