Why People Buy

Psychological Influences
FABulous Approach
Determining Important Buying Needs
The Trial Close
SELL Sequence
Buyers Perception
Perceptions, Attitudes, and Beliefs
Considering the Buyers Personality
Adaptive Selling Based on Buyers Style
Classifying Buying Situations
Technology Provides Information
Viewing Buyers as Decision-Makers
Satisfied Customers
To Buy or Not To Buy
 Golden Rule on Benefits

Ethical Service builds

relationships and is based
upon the truth
Consumer Markets and Consumer Buyer
Behavior
Consumers vary in age,
income, education level,
and tastes.

Consumer buyer behavior

The buying behavior of final consumers
individuals and households that buy goods and
services for personal consumption.
consumer market all the combined consumers
Model of Consumer Behavior
How do consumers respond to various
marketing efforts the company might
use?

The starting point is the stimulus-

response model of buyer behavior
Black box the process of internalization
We cannot see what is in the buyers mind
Characteristics Affecting Consumer
Behavior
 Stimulus-response model
Buyers Hidden
Sales Presentation Mental Process Sale/No Sale

Stimulus Black box Response

Exhibit 4-1: Stimulus-response model of buyer behavior

 People buy for practical (rational)
and psychological (emotional)
reasons

Some of a persons thoughts can be

determined

Some of buyers purchase

considerations
Psychological Influences on Buying
Motivation to buy must be present
Needs result from a lack of something desirable
Need transportation

Wants are needs learned by the person

Want a BMW

Economic needs: The best value for the

money
The buyers need to purchase the most
satisfying product for the money
Psychological Influences on Buying cont
Awareness of needs: Some buyers are unsure
People are not sure what they need, what is the reason for buying or not buying a product

1. Conscious need level

Buyers are fully aware of their needs
Easiest people to sell
I want to buy a car and I want BMW loaded
with accessories.
Psychological Influences on Buying cont
Awareness of needs: Some buyers are unsure
People are not sure what they need, what is the reason for buying or not buying a product

2. Preconscious need level

Buyers may not be fully aware of their needs
Needs may not be fully developed in the
conscious mind
They know what general type of product they
want but may not wish to discuss it
Buyer may want to buy the product because of a
strong ego need yet be hesitant about telling you
Psychological Influences on Buying cont
Awareness of needs: Some buyers are unsure
People are not sure what they need, what is the reason for buying or not buying a product

3. Unconscious need level

People do not know why they buy a product
only that they do buy
Sales people need to know the needs that are
influential
Questioning and skillful presentation of the
product benefit
I dont know what I want to buy
A FABulous Approach to Buyer Need Satisfaction

Also known as the Benefit Selling

Salesperson relates the products benefit to the customers
need using the product feature and advantages as support
 Feature physical characteristics of a product

Advantage performance characteristic of a product that

describes how it can be used or how will it help the buyer

Benefit a favorable result the buyer receives from the

product because of a particular advantage that has the
ability to satisfy a buyers need.
The Products Features: So What?
Feature--physical characteristic
Many salespeople emphasize features
Must discuss the products advantages as they relate to
the buyers needs
Size
Terms
Packaging
Color
Quantity
Flavor
Price
Service
Shape
Delivery
The Products Advantages: Prove It!
Advantage--a performance characteristic
The chances of making a sale are increased by
describing the products advantages
How a product can be used
How a product will help the buyer

This is the fastest-selling soap in the

market.
You can store more information and
retrieve more rapidly with our
computer
The Products Benefits: Whats in it for Me?
Benefit--a result of advantage
What will the product do for them
practical and psychological benefit
Benefits should be specific statements, not generalizations
Emphasizing benefits increases sales

Diamond ring image of success,

investment or to please a loved one
Camera memories of places, friends,
and family
Movie Tickets entertainment, escape
from reality, relaxation
How to Determine Important Buying NeedsA Key to Success
The Trial CloseA Great Way to Uncover Needs and Sell

The trial close asks for an opinion, not a decision to buy. It gives
feedback.
The trial close is one of the best selling techniques in the sales
presentation
It checks pulse or attitude of your prospect toward the sales
presentation

Trial Close allows you to determine:

whether the prospect likes your products feature, advantage, or
benefit
whether you have successfully answered the objection
whether any objections remain
whether the prospect is ready for you to close the sale
When to use trial close?

How does it sound to you?

Does that answer your question?
Am I on the right track with this proposal?
Is this important to you?
3 Classes of buying situation

Extensive
Limited Decision
Making
Routine Decision Unfamiliar with specific
Making band or type of product
Decision Have difficulty in
Buyers are unfamiliar
Making with the brand
making decision
The kind of purchase
Needs more usually is an investment
Low involvement information to make
goods a decision
Routine buying
decision
Technology Provides Information

Technology provides
information for customer
decision making and service

Sales people can serve

customers faster and better
Buyer Decision Process
What salespeople should consider
Satisfied Customers are Easier to Sell
It is easier to sell to a customer than to a stranger
Building a relationship is important to a
salespersons success
To Buy or Not To BuyA Choice Decision
Salesperson needs to understand

factors that can influence the buying decision

buyers actually examine various factors that
influence these decisions
buyers actually go through various steps in making
decisions
how to develop a sales presentation that
persuades buyers to purchase
Summary of Major Selling Issues
As a salesperson, be knowledgeable

Understand the characteristics of the target

market and how these characteristics relate
to the buyers behavior
The individual goes through various steps
in the three buying situations of routine
decision making, limited decision making,
and extensive decision making
Uncover who is involved in the buying
decision and the main factors that
influence the decision
Summary of Major Selling Issues cont

Psychological factors include the buyers

motives, perceptions, learning, attitudes, beliefs,
and personality
Not all prospects will buy your products due to the
many factors influencing their buying decision

Need to uncover buyers needs, solve buyers

problems, and provide the knowledge that
allows them to develop personal attitudes
toward the product
Notes
Quiz next meeting Oct 24
Ethics First, then Customer Relationship
Psychology of Selling Why people buy

Group 1 (Tuesday Oct 24)

What is social media marketing?
Facebook Marketing and PH trend

26th MIDTERM

Group 5 ( Tuesday Nov 7)

What is digital story telling?
Elements of digital story telling
how to use digital storytelling in social media
why should I use storytelling

Group 6 (Thursday Nov 9)

What is content marketing?
How to do content marketing effectively
Examples
Content writing rules/practices on social media
Why is this important?
MIDTERM Oct 26
Group Midterm Sales Presentation
Be a salesperson
You have 10 minutes to present
Everyone in the group must present
You can have your own props/acts/anything make this your own!
Sell me Anything
Budget is Php500 - youre products price can be higher or lower
If youre going to sell me higher than my budget, make sure you have the
best sales presentation! MAKE sure I buy your product.
If I buy right away automatic grade of 4.
There is a possibility that I dont buy your product.
This is real SELLING.

Grade Criteria and more details will be posted over the weekend.