Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify...
-
Upload
kari-peevy -
Category
Documents
-
view
235 -
download
2
Transcript of Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify...
![Page 1: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/1.jpg)
Using Buying Motives Part IUsing Buying Motives Part I
Selling LAP 102Selling LAP 102
![Page 2: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/2.jpg)
ObjectivesObjectives
A.A. Explain why customers buy.Explain why customers buy.
B.B. Classify customer buying motives.Classify customer buying motives.
![Page 3: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/3.jpg)
Objective AObjective A
Explain why customers buy.Explain why customers buy.
![Page 4: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/4.jpg)
All People Have Needs and All People Have Needs and Wants.Wants.
![Page 5: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/5.jpg)
A Need . . .A Need . . .
Something required or essential which is lackingSomething required or essential which is lacking
FoodFood ShelterShelter
![Page 6: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/6.jpg)
A Want . . .A Want . . .
Something desired but not always essentialSomething desired but not always essential
People can have a variety of needsPeople can have a variety of needsand wants at the same time.and wants at the same time.
?? ??
??
Once a need /want Once a need /want
is satisfied, people is satisfied, people
can concentratecan concentrate
on others.on others.
![Page 7: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/7.jpg)
People Do Not Want and Need the People Do Not Want and Need the Same Things at the Same Time.Same Things at the Same Time.
The car you want The car you want
may not appeal to may not appeal to
your neighbor.your neighbor.
This difference This difference
accounts for the accounts for the
variety of goods and variety of goods and
services available.services available.
![Page 8: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/8.jpg)
Needs and Wants Change.Needs and Wants Change.
As you go through As you go through
life, needs/wants life, needs/wants
may change or may change or
become less become less
important.important.
In high school you might want a backpack.
When you get older, the professional
image of a briefcase is desired.
![Page 9: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/9.jpg)
Many Factors Cause Needs/Wants to Change.Many Factors Cause Needs/Wants to Change.
AgeAge Educational levelEducational level
Marital statusMarital status
Income levelIncome level ParenthoodParenthood
![Page 10: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/10.jpg)
Many Factors Cause Needs/Wants to Change.Many Factors Cause Needs/Wants to Change.
Place of residencePlace of residence Influence of friends Influence of friends and relativesand relatives
CultureCulture
Seasons of the yearSeasons of the year Economic conditionsEconomic conditions
![Page 11: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/11.jpg)
People Buy Goods and Services to People Buy Goods and Services to Satisfy Needs and Wants.Satisfy Needs and Wants.
People buy the benefits People buy the benefits which which
products/services offer.products/services offer.
Product:Product: Reasons for buying:Reasons for buying:
For comfortFor comfort
For protectionFor protection
To be like their friendsTo be like their friends
![Page 12: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/12.jpg)
People Buy Goods and Services to People Buy Goods and Services to Satisfy Needs and Wants.Satisfy Needs and Wants.
Product:Product: Reasons for buying:Reasons for buying:
Fuel efficiencyFuel efficiency
Its ability to handle Its ability to handle well in the snowwell in the snow
The image they The image they think it representsthink it represents
![Page 13: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/13.jpg)
People Buy Benefits–Not FeaturesPeople Buy Benefits–Not Features
• Features are important only in terms of Features are important only in terms of how they benefit the customer.how they benefit the customer.
• The feature is meaningless if it doesn’t The feature is meaningless if it doesn’t benefit the customer.benefit the customer.
If customers never drive in If customers never drive in the snow, how interested the snow, how interested would they be in a car that would they be in a car that handles well in the snow? handles well in the snow?
![Page 14: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/14.jpg)
People Buy Different BenefitsPeople Buy Different Benefits
To get cleaning To get cleaning powerpower
To save timeTo save time
![Page 15: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/15.jpg)
For sales success . . .For sales success . . .
must determine desired benefits.must determine desired benefits.
YOUYOU
![Page 16: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/16.jpg)
Reasons or benefits that cause people to purchase Reasons or benefits that cause people to purchase
products to satisfy their wants and needsproducts to satisfy their wants and needs
![Page 17: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/17.jpg)
Why Buy a Steak?Why Buy a Steak?
A customer needs food A customer needs food and wants a steak at a and wants a steak at a
certain restaurant.certain restaurant.
Buying MotivesBuying Motives
• To be viewed as a certain To be viewed as a certain type of persontype of person
• To make business contactsTo make business contacts
• To socialize with others in To socialize with others in age/professional groupage/professional group
![Page 18: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/18.jpg)
Why Buy a Blazer?Why Buy a Blazer?
A customer needs A customer needs clothing and wants to buy clothing and wants to buy
a navy blue blazer.a navy blue blazer.
Buying MotivesBuying Motives
• The blazer is stylish.The blazer is stylish.
• Everybody has one.Everybody has one.
• He thinks he looks He thinks he looks good in blue.good in blue.
![Page 19: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/19.jpg)
Customers Know/Don’t Know Customers Know/Don’t Know Their Buying MotivesTheir Buying Motives
Why am Ibuying this?
????
??
![Page 20: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/20.jpg)
Knowing Knowing
customers’ needs, customers’ needs,
wants, and wants, and
motives lets you motives lets you
tailor your tailor your
presentation to presentation to
each customer.each customer.
![Page 21: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/21.jpg)
Motives ChangeMotives Change
• From customer to From customer to customercustomer
• From time to From time to timetime
![Page 22: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/22.jpg)
Jake’s CarsJake’s Cars
Jake knew he’d be Jake knew he’d be the envy of his the envy of his friends in a new friends in a new sports car.sports car.
As Jake’s family As Jake’s family grew, they needed a grew, they needed a vehicle with lots vehicle with lots of room, comfort, of room, comfort, and safety.and safety.
As empty nesters, As empty nesters, Jake’s family wanted a Jake’s family wanted a fuel-efficient car that fuel-efficient car that was easy to maneuver.was easy to maneuver.
![Page 23: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/23.jpg)
Objective BObjective B
Classify customer buying motives.Classify customer buying motives.
![Page 24: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/24.jpg)
Categories of Buying MotivesCategories of Buying Motives
RationalRationalEmotionalEmotional
![Page 25: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/25.jpg)
• Customers often unaware of them
• Easily influenced by advertising and current styles
Emotional Motives AdventureAffection
Appearance
Change/Variety
Comfort/Convenience
FearHealthLeisure
timePleasure
RecognitionRecreation
SecuritySocial or group
approvalFeelings, Emotions,
Impulses
![Page 26: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/26.jpg)
Rational Motives
Reason, Judgment, Logic
• Pros and cons
• Customer awareness
• Bottom line
• Money’s worth
AccuracyConvenienc
eDependability
Durability
Economy EfficiencyIncreased production
KnowledgeLow
cost/maintenanceProfit Quality of
workmanship/materialsSafety Service
Simplicity Versatility
Health
![Page 27: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/27.jpg)
Relationship of Emotional and Relationship of Emotional and Rational MotivesRational Motives
Emotional
Rational
CombineCombine ConflictConflict
![Page 28: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/28.jpg)
Rational MotivesRational Motives
Emotional MotiveEmotional Motive
• Ease of operationEase of operation• EconomyEconomy• Time savingsTime savings
• Increased leisure timeIncreased leisure time
![Page 29: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/29.jpg)
Emotional Motives
Rational Motives
• Appearance• Prestige
• Durability• Quality• Versatility
![Page 30: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/30.jpg)
Emotional MotiveEmotional Motive
Rational MotiveRational Motive
• AppearanceAppearance
• QualityQuality
![Page 31: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/31.jpg)
We all have We all have emotional emotional
motives for motives for buying certain buying certain items, but items, but
we like to we like to justify spending justify spending our money. our money.$
![Page 32: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/32.jpg)
People prefer to People prefer to
believe that they believe that they
are buying on are buying on
the basis of the basis of
rational rational
motives. motives.
“But I really doneed that gold-plated
electric shaver.”
![Page 33: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/33.jpg)
Responsibilities of SalespersonResponsibilities of Salesperson
• Pointing out benefits that appeal to Pointing out benefits that appeal to customer’s rational thinkingcustomer’s rational thinking
• Comparing lists of rational and emotional Comparing lists of rational and emotional motives to find out which motives appear motives to find out which motives appear on both listson both lists
• Determining if the customer is buying for Determining if the customer is buying for emotional or rational motivesemotional or rational motives
• Focusing sales presentation on the Focusing sales presentation on the customer’s buying motivescustomer’s buying motives
![Page 34: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/34.jpg)
Patronage MotivesPatronage Motives
• Customer makes purchases in one business Customer makes purchases in one business rather than another.rather than another.
• These motives can be rational or emotional.These motives can be rational or emotional.
Joe’s Bakery
Karen’sBaked Goods
![Page 35: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/35.jpg)
90 Days90 DaysSame as Same as Cash!Cash!
ExamplesExamples
• Customer services Customer services and policiesand policies
• PricePrice
• Courteous sales staffCourteous sales staff
• ProductProduct
• Product assortmentProduct assortment
• FashionFashion
![Page 36: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/36.jpg)
MarkED
Acknowledgements
Original DeveloperChristopher C. Burke, MarkED
Version 1.0
Copyright 2000MarkED Resource Center
![Page 37: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/37.jpg)
Digital-based photography sources:
CORBIS CORP.Small BusinessObj. A: #052
Photos copyright 1998 Corbis Corp.750 Second Street, Encinitas, CA 92024
DIAMARPeople & Lifestyles Vol. 3Obj. 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 & IndustryObj. A: #008
Photos copyright 1998 Corbis Corp.750 Second Street, Encinitas, CA 92024
![Page 38: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/38.jpg)
Digital-based photography sources:
EYEWIRE IMAGESCorporate LifeObj. A: #CLI_003
Photos copyright Eyewire Inc.833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
PHOTODISC, INC.Family & Lifestyles Vol. 15Obj. A: #308
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121
STUDIO GEARPeople & Professions 2 Obj. A: #SP2019
Photos copyright Image Club Graphics http://www.imageclub.com
![Page 39: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/39.jpg)
Digital-based photography sources:
T/MAKER COMPANYClickArt 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.
![Page 40: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/40.jpg)
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.
![Page 41: Using Buying Motives Part I Selling LAP 102. Objectives A.Explain why customers buy. B.Classify customer buying motives.](https://reader035.fdocuments.us/reader035/viewer/2022081507/55167ca0550346a25b8b46ed/html5/thumbnails/41.jpg)