Using Buying Motives Part I Selling LAP 102

Objectives A. Explain why customers buy. B. Classify customer buying motives.

Explain why customers buy. Objective A Explain why customers buy.

All People Have Needs and Wants.

Something required or essential which is lacking A Need . . . Shelter Food Something required or essential which is lacking

? ? ? A Want . . . People can have a variety of needs and wants at the same time. A Want . . . Once a need /want is satisfied, people can concentrate on others. ? ? ? Something desired but not always essential

People Do Not Want and Need the Same Things at the Same Time. This difference accounts for the variety of goods and services available. The car you want may not appeal to your neighbor.

Needs and Wants Change. As you go through life, needs/wants may change or become less important. When you get older, the professional image of a briefcase is desired. In high school you might want a backpack.

Many Factors Cause Needs/Wants to Change. Educational level Age Marital status Parenthood Income level

Many Factors Cause Needs/Wants to Change. Place of residence Influence of friends and relatives Culture Seasons of the year Economic conditions

People Buy Goods and Services to Satisfy Needs and Wants. Product: Reasons for buying: People buy the benefits which products/services offer. To be like their friends For comfort For protection

People Buy Goods and Services to Satisfy Needs and Wants. Product: Reasons for buying: The image they think it represents Fuel efficiency Its ability to handle well in the snow

People Buy Benefits–Not Features Features are important only in terms of how they benefit the customer. The feature is meaningless if it doesn’t benefit the customer. If customers never drive in the snow, how interested would they be in a car that handles well in the snow?

People Buy Different Benefits To save time To get cleaning power

must determine desired benefits. For sales success . . . YOU must determine desired benefits.

Buying Motives Reasons or benefits that cause people to purchase products to satisfy their wants and needs

A customer needs food and wants a steak at a certain restaurant. Why Buy a Steak? A customer needs food and wants a steak at a certain restaurant. Buying Motives To be viewed as a certain type of person To make business contacts To socialize with others in age/professional group

A customer needs clothing and wants to buy a navy blue blazer. Why Buy a Blazer? A customer needs clothing and wants to buy a navy blue blazer. Buying Motives The blazer is stylish. Everybody has one. He thinks he looks good in blue.

Customers Know/Don’t Know Their Buying Motives Why am I buying this? ?

Knowing customers’ needs, wants, and motives lets you tailor your presentation to each customer.

Motives Change From customer to customer From time to time

Jake’s Cars As empty nesters, Jake’s family wanted a fuel-efficient car that was easy to maneuver. Jake knew he’d be the envy of his friends in a new sports car. As Jake’s family grew, they needed a vehicle with lots of room, comfort, and safety.

Classify customer buying motives. Objective B Classify customer buying motives.

Categories of Buying Motives Rational Emotional

Fear Emotional Motives Feelings, Emotions, Impulses Adventure Affection Appearance Customers often unaware of them Easily influenced by advertising and current styles Change/Variety Comfort/Convenience Fear Health Leisure time Pleasure Recreation Recognition Feelings, Emotions, Impulses Social or group approval Security

Quality of workmanship/materials Accuracy Rational Motives Convenience Pros and cons Customer awareness Bottom line Money’s worth Durability Dependability Efficiency Economy Increased production Health Knowledge Low cost/maintenance Profit Quality of workmanship/materials Reason, Judgment, Logic Safety Service Simplicity Versatility

Relationship of Emotional and Rational Motives Combine Conflict

Rational Motives Emotional Motive Ease of operation Economy Time savings Emotional Motive Increased leisure time

Emotional Motives Rational Motives Appearance Prestige Durability Quality Versatility

Emotional Motive Appearance Rational Motive Quality

$ We all have emotional motives for buying certain items, but we like to justify spending our money.

“But I really do need that gold-plated electric shaver.” People prefer to believe that they are buying on the basis of rational motives.

Responsibilities of Salesperson Pointing out benefits that appeal to customer’s rational thinking Comparing lists of rational and emotional motives to find out which motives appear on both lists Determining if the customer is buying for emotional or rational motives Focusing sales presentation on the customer’s buying motives

Patronage Motives Customer makes purchases in one business rather than another. These motives can be rational or emotional. Joe’s Bakery Karen’s Baked Goods

Examples $ Customer services and policies Price Courteous sales staff 90 Days Same as Cash! Price Courteous sales staff Product Product assortment Fashion

MarkED Acknowledgements Original Developer Christopher C. Burke, MarkED Version 1.0 Copyright  2000 MarkED Resource Center

Digital-based photography sources: CORBIS CORP. Small Business Obj. A: #052 Photos copyright 1998 Corbis Corp. 750 Second Street, Encinitas, CA 92024 DIAMAR People & Lifestyles Vol. 3 Obj. A: #PEO_04, #PEO_13, #PEO_16 Obj. B: #PEO_03 Photos copyright Diamar Interactive Corp. 600 University Street, 1701 One Union Square, Seattle, WA 98101-1129 DIGITAL STOCK CORP. Business & Industry Obj. A: #008

Digital-based photography sources: EYEWIRE IMAGES Corporate Life Obj. A: #CLI_003 Photos copyright Eyewire Inc. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada PHOTODISC, INC. Family & Lifestyles Vol. 15 Obj. A: #308 Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121 STUDIO GEAR People & Professions 2 Obj. A: #SP2019 Photos copyright Image Club Graphics http://www.imageclub.com

Digital-based photography sources: T/MAKER COMPANY ClickArt Photos Obj. B: #TRNGR020 Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright 1984-1994 by T/Maker Company. All rights reserved.

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