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Using Buying Motives Part I
Selling LAP 102
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Objectives
A. Explain why customers buy.
B. Classify customer buying motives.
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Objective A
Explain why customers buy.
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All People Have Needs and Wants.
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A Need . . .
Something required or essential which is lacking
Food Shelter
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A Want . . .
Something desired but not always essential
People can have a variety of needs
and wants at the same time.
? ?
?
Once a need /want
is satisfied, peoplecan concentrate
on others.
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People Do Not Want and Need the
Same Things at the Same Time.
The car you wantmay not appeal to
your neighbor.
This difference
accounts for the
variety of goods and
services available.
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Needs and Wants Change.
As you go through
life, needs/wants
may change or
become lessimportant.
In high schoolyou might want
a backpack.
When you get older,the professional
image of a briefcase
is desired.
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Many Factors Cause Needs/Wants to Change.
Age Educational level
Marital status
Income level Parenthood
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Many Factors Cause Needs/Wants to Change.
Place of residence Influence of friendsand relatives
Culture
Seasons of the year Economic conditions
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People Buy Goods and Services to
Satisfy Needs and Wants.
People buy the
benefits which
products/services offer.
Product: Reasons for buying:
For comfort
For protection
To be like their friends
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People Buy Goods and Services to
Satisfy Needs and Wants.
Product: Reasons for buying:
Fuel efficiency
Its ability to handle
well in the snow
The image theythink it represents
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People Buy BenefitsNot Features
Features are important only in terms ofhow they benefit the customer.
The feature is meaningless if it doesnt
benefit the customer.
If customers never drive inthe snow, how interested
would they be in a car that
handles well in the snow?
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For sales success . . .
must determine desired benefits.
YOU
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Reasons or benefits that cause people to purchase
products to satisfy their wants and needs
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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
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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.
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Customers Know/Dont Know
Their Buying Motives
Why am I
buying this?
? ?
?
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Knowing
customers needs,
wants, and
motives lets you
tailor your
presentation to
each customer.
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Motives Change
From customer to
customer
From time to
time
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Jakes Cars
Jake knew hed be
the envy of hisfriends in a new
sports car.
As Jakes family
grew, they needed avehicle with lots
of room, comfort,
and safety.
As empty nesters,
Jakes family wanted a
fuel-efficient car that
was easy to maneuver.
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Objective B
Classify customer buying motives.
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Categories of Buying Motives
RationalEmotional
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Customers
often unaware
of them
Easilyinfluenced by
advertising
and current
styles
Emotional Motives AdventureAffection
Appearance
Change/Variety
Comfort/Convenience
FearHealthLeisure
timePleasure
RecognitionRecreation
Security
Social or group
approvalFeelings, Emotions,
Impulses
A
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Rational Motives
Reason, Judgment,
Logic
Pros and cons
Customer
awareness
Bottom line
Moneys worth
Accuracy
Convenience
Dependability
Durability
Economy EfficiencyIncreased
productionKnowledgeLow
cost/maintenance
Profit Quality ofworkmanship/materials
Safety Service
Simplicity Versatility
Health
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Relationship of Emotional and
Rational Motives
Combine Conflict
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Rational Motives
Emotional Motive
Ease of operation
Economy
Time savings
Increased leisure time
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Emotional Motives
Rational Motives
Appearance
Prestige
Durability
Quality Versatility
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Emotional Motive
Rational Motive
Appearance
Quality
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We all have
emotionalmotives for
buying certainitems, but
we like to
justify spending
our money.$
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People prefer to
believe that they
are buying onthe basis of
rationalmotives.
But I really do
need that gold-platedelectric shaver.
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Responsibilities of Salesperson
Pointing out benefits that appeal tocustomers rational thinking
Comparing lists of rational and emotional
motives to find out which motives appearon both lists
Determining if the customer is buying for
emotional or rational motives
Focusing sales presentation on the
customers buying motives
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Patronage Motives
Customer makes purchases in one businessrather than another.
These motives can be rational or emotional.
Joes
Bakery
Karens
Baked Goods
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90 DaysSame as
Cash!
Examples
Customer servicesand policies
Price
Courteous sales staff
Product
Product assortment
Fashion
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MarkED
Acknowledgements
Original DeveloperChristopher C. Burke, MarkED
Version 1.0
Copyright 2000MarkED Resource Center
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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
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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 2Obj. A: #SP2019
Photos copyright Image Club Graphics http://www.imageclub.com
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Digital-based photography sources:
T/MAKER COMPANYClickArt PhotosObj. B: #TRNGR020
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is aregistered trademark of T/Maker Company. ClickArt Images copyright 1984-
1994 by T/Maker Company. All rights reserved.
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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 intellectualproperty 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.
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