1. Decisions, Decisions, Decisions
Selling LAP 108

2. Objectives Identify types of customer buying decisions.
Facilitate customer/client buying decisions.

3. Identify types of customer buying decisions.
Objective
Identify types of customer buying decisions.

4. Nick wants to buy a digital voice recorder:
Doesn’t know anything about them
Goes to a recommended store
Sees a variety of different models
Doesn’t want to spend more than $60
Wants to purchase today
Buying decisions:
He has already made some.
He still has some to make.
Nick needs the help of a skilled salesperson.

5. Customer Buying Decisions
Usually require a certain amount of assistance and reassurance from a salesperson
Successful salespeople are well-prepared to help.
Customers and clients are unique:
At different stages in the decision-making process
Make buying decisions in no particular order

6. Types of Customer Buying Decisions
Need decision: Why should I buy?
Usually the first buying decision a customer makes
Determining a need or want for a good or service
Often made before coming in contact with the salesperson

7. Types of Customer Buying Decisions
Product decision: Which one should I buy?
Of all the products available, which is right for the customer?
Influenced by factors such as:
Customers gather product information from sources such as:
Brand: Dodge
Type: SUV
Model: Nitro
Size: Midsize
Color: Red
Advertising
Manufacturers’ promotional materials
Trade magazines
The Internet
Friends
Relatives
Salespeople
Quantity
Brand
Type
Model
Style
Color
Quality
Size/shape
Flavor
Packaging
Reputation

8. Types of Customer Buying Decisions
Place decision: Where should I buy?
Influenced by factors such as:
Customer service
Promotion
Location
Customers value convenience.
E-commerce—can order almost anything from home
Product quality
More important for some purchases than others
Often a key factor in industrial purchases
Recommendations
Employees
Advertising
Direct marketing
Online marketing
Positive publicity
Brand preference
Loyalty

9. Types of Customer Buying Decisions
Price decision: How much will I pay?
Closely related to product decision (often made at the same time)
Influenced by factors such as:
Product features and benefits (primary consideration)
Uniqueness of product
Warranty
Customer service
Brand preference

10. Types of Customer Buying Decisions
Time decision: When should I buy?
Salespeople can help by explaining:
Reasons for customer delay often include:
Need for additional information
Finances
Disadvantages of waiting to purchase
Advantages of purchasing now
Discounts
Free shipping
Rebates
Extra products
Missing out on a sale
Limited product availability
The availability and advantages of credit

11. Facilitate customer/client buying decisions.
Objective
Facilitate customer/client buying decisions.

12. Assisting Customers with Buying Decisions
Step one—Determine if the customer needs help.
Question the customer.
Listen to responses.
Rely on your experience, or learn from a mentor.

13. Assisting Customers with Buying Decisions
Step two—Gain the customer’s confidence.
Make only promises you can keep.
Be a good listener.
Display self-confidence.
Demonstrate expertise on:
Products
Company
Industry
Market conditions and trends
Demonstrate confidentiality.
Demonstrate friendliness and build rapport.

14. Assisting Customers with Buying Decisions
Step three—Be honest and sincere with the customer.
Step four—Show genuine interest in helping the customer.
Don’t act as if you’re rushed.
Answer all questions.
Take notes.
Assure customers you will help them make the best decision.

15. Assisting Customers with Buying Decisions
Step six—Relate features and benefits to the customer.
Step five—Demonstrate product knowledge.
For your products as well as your competitors’
If you can’t answer a question, find out from another employee.
Assure the customer that the quality of the product is worth its price.
Use specific rather than general terms.

16. Jake is under pressure to make sales:
Yes, the price of this laptop is more than you wanted to spend, but we have financing available.
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?

17. MarkED Acknowledgments Original Developers
Christopher C. Burke, Sarah Bartlett Borich, MarkED
Version 1.0
Copyright © 2008
MarkED Resource Center

18. Digital-based photography sources:
Brand X Pictures
Studio 14; E-Commerce
Obj. A: BXP Photos © Brand X Pictures Washington Blvd., Culver City, CA,
DIGITAL VISION;
Business Communication
Obj. A: #079023A
Consumers
Obj. B: #267152C
Photos copyright Digital Vision Ltd., all rights reserved.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5

19. Digital-based photography sources:
PHOTODISC, INC.
Business & Occupations Vol. 7
Obj. A: #7327
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121

20. 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.