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8The Buying Process and Buyer Behavior
MANNING AHEARNE REECE© Pearson Education Limited 2014
Learning Objectives
• Discuss the meaning of a customer strategy
• Explain the difference between consumer and business buyers
• Understand the importance of alignment between the selling process and the customer’s buying process
• Understand the buying process of the transactional, consultative, and strategic alliance buyer
• Discuss the various influences that shape customer buying decisions
8-2© Pearson Education Limited 2014
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• Use the Internet to get instant, comprehensive information
• Have immense choices from every corner of the world
• Can get real-time price comparisons
8-3© Pearson Education Limited 2014
Today’s Customers
• Jerry Acuff, author of Stop Acting Like a Seller and Start Thinking Like a Buyer, says, • “In order to think like a buyer, salespeople must
understand the buying process and focus on what the customer is looking for.”
8-4© Pearson Education Limited 2014
Jerry Says… On Customer Strategy
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• A customer strategy is a carefully conceived plan that results in understanding the customer’s perceptions and maximizing customer satisfactions and responsiveness.
• It requires that salespeople • Understand the buying process• Understand buyer behavior• Develop a prospect base
8-5© Pearson Education Limited 2014
What is a Customer Strategy?
• Purchase for individual or household consumption
• Decisions made by one
• Purchase based on brand reputation or personal recommendation
• Purchase based on emotion
• Buyer may have little product experience
• Purchase for something other than personal consumption
• Decisions made by many
• Decisions made to meet precise technical specs
• Purchase is rational
• Decision may be slow and complex
© Pearson Education Limited 2014 8-6
Figure 8.2 B2C and B2B Buyers
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© Pearson Education Limited 2014 8-7
Types of Business Buying Situations
New-Task Buy
Straight Rebuy
Modified Rebuy
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Types of Consumer Buying Situations
Habitual
Variety-Seeking
Complex Buying
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• Needs awareness
• Evaluation of solutions
• Resolution of problems
• Purchase
• Implementation
8-9© Pearson Education Limited 2014
Steps in the Typical Buying Process
Consultative Sales Process
• Needs discovery
• Product selection
• Need satisfaction
• Service
Six-Step Presentation Process
• Approach
• Needs discovery
• Presentation
• Negotiations
• Close
• Service
© Pearson Education Limited 2014 8-10
Steps in Sales Processes
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Buyer Process
• Needs awareness
• Evaluation of solutions
• Resolution of problems
• Purchase
• Implementation
Sales Process
• Approach
• Needs discovery
• Presentation
• Negotiations
• Close
• Service
© Pearson Education Limited 2014 8-11
You as Buyer, You as Seller
• Why should I buy?
• What should I buy?
• Where should I buy?
• What is a fair price?
• When should I buy?
8-12© Pearson Education Limited 2014
Figure 8.4 Buyer Resolution Theory
5 Theory
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© Pearson Education Limited 2014 8-13
Figure 8.5 The Buyer Behavior Model
© Pearson Education Limited 2014 8-14
Figure 8.6 Maslow’s Hierarchy of Needs
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© Pearson Education Limited 2014 8-15
Group Influences Affecting Buying
Role Reference Group
Social Class Culture
• Emotional versus Rational Buying
• Patronage versus Product Buying
8-16© Pearson Education Limited 2014
Buying Motives
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© Pearson Education Limited 2014 8-17
Figure 8.8 Creating Value through the Buying Process Model
• In Japan, decisions are made by group process
• In China, a senior negotiator leads
• In Germany, even for routine decisions, top level leads
• In Latin America, relationship building occurs before negotiations
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Buying Processes Differ by Culture
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• What is a customer strategy?
• How are consumer buyers different from business buyers?
• How can we align the selling process with the customer’s buying process?
• How does the buying process differ for transactional, consultative, or strategic alliance buyers?
• How do needs and group influences matter in customer buying decisions?
8-19© Pearson Education Limited 2014
For Review
