1. Using Buying Motives Part I
Selling LAP 102

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

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

4. All People Have Needs and Wants.

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

6. ? ? ? 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

7. 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.

8. 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.

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

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

11. 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

12. 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

13. 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?

14. People Buy Different Benefits
To save time
To get cleaning power

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

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

17. 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

18. 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.

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

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

21. Motives Change
From customer to customer
From time to time

22. 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.

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

24. Categories of Buying Motives
Rational
Emotional

25. 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

26. 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

27. Relationship of Emotional and Rational Motives
Combine
Conflict

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

29. Emotional Motives Rational Motives Appearance Prestige Durability
Quality
Versatility

30. Emotional Motive
Appearance
Rational Motive
Quality

31. $
We all have emotional motives for buying certain items, but we like to justify spending our money.

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

33. 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

34. 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

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

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

37. 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
DIGITAL STOCK CORP.
Business & Industry
Obj. A: #008

38. 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

39. 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) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.

40. 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.