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

2. Objectives Describe customer buying motives.
Demonstrate techniques for identifying customer buying motives.

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

4. Why do you buy what you do?
Each person has his/her own motives for buying.
Buying motives impact what you do—both as a customer and as a salesperson.

5. What Are Needs and Wants?
Things that are required or essential that are lacking
Want
Need
Wants
Things that are desired but may or may not be essential

6. Why Do People Buy Products?
To satisfy their individual needs and wants
To enjoy the benefits that products offer

7. What Are Buying Motives?
Reasons or benefits that cause customers—both individuals and businesses—to make purchases to satisfy their needs and wants
Businesses
Individuals

8. Three Types of Buying Motives
Rational
Emotional
Patronage

9. What Do Rational Buying Motives Do?
Drive customers to make purchases on the basis of reason, judgment, or logic

10. Examples of Rational Motives
Dependability
Durability
Economy or price

11. What Do Emotional/Buying Motives Do?
Drive customers to make purchases based on their feelings, emotions, or impulses

12. Examples of Emotional Motives
Appearance
Comfort
Fear
Pleasure
Recognition
Social approval

13. What Do Patronage Motives Do?
Drive customers to make purchases from one business rather than another

14. Examples of Patronage Motives
Customer services and policies
Courteous sales force
Product quality
Business location

15. What Is a Dominant Buying Motive?
Patronage
Rational
Emotional
The reason for making a purchase that has the greatest influence on a customer’s buying decision

16. Demonstrate techniques for identifying customer buying motives.
Objective
Demonstrate techniques for identifying customer buying motives.

17. Techniques for Determining Buying Motives
Observe customers.
Listen to customers.
Show interest in customers.
Ask questions.

18. Observe Customers Watch what customers do. Observe their:
Actions and reactions
Mannerisms
Facial expressions
Determine which selling points to stress.

19. Listen to Customers Stop talking. Pay close attention to what is said.
Show that you want to listen.
Be patient.

20. Show Interest in Customers
Put yourself in customers’ shoes.
See things from customers’ point of view.
Be empathetic and sincere.

21. Ask Questions Base questions on common buying motives for the product.
Listen carefully to customer responses to identify other motives.
Determine the customer’s dominant buying motive.

22. Benefits of Determining Buying Motives
Customers benefit when:
Their needs and wants are satisfied.
They feel good about making wise buying decisions.

23. Benefits of Determining Buying Motives
Salespeople benefit when:
They successfully complete sales.
They gain confidence in their ability to close deals.

24. Benefits of Determining Buying Motives
Businesses benefit when:
Income increases with additional sales.
Satisfied customers come back to purchase more items.

25. Fear of death is:
A powerful emotional buying motive
Often the dominant buying motive for purchasing pre-paid funerals and burial plots

26. Some salespeople take advantage of customers’ fear of death.
Are these salespeople out of line?
Or, are they behaving ethically?
What do you think?

27. Acknowledgments Original Developers:
Christopher C. Burke, April J. Miller, MBAResearch
Version 2.0
Copyright © 2012
MBA Research and Curriculum Center

28. Digital-based photography sources:
ThinkStock Photos
Various images used in this presentation are ©2011 ThinkStock Photos. All rights reserved

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