What’s the Motive? Buying Motives Selling LAP 109

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

Describe customer buying motives. Objective Describe customer buying motives.

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.

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

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

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

Three Types of Buying Motives Rational Emotional Patronage

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

Examples of Rational Motives Dependability Durability Economy or price

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

Examples of Emotional Motives Appearance Comfort Fear Pleasure Recognition Social approval

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

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

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

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

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

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

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

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

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.

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

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

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

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

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

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

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

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.