Transcript Buying Motives

Understanding
Customer
Behaviour
Buying Motives
Objectives
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Identify the characteristics of an effective retail sales associate
Describe tasks a retail sales associate must complete
Identify and discuss product information
Define customer buying motives and needs
Effective methods for a sales presentation
Explain the steps of a sale
Explain how to overcome customer objections and identify
suggestion selling techniques
• Methods and rules for handing objections
• Rules and methods for suggestions selling
• Methods to close the sale
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Buying Motives
Learning Objectives (Continued)
• Distinguish between emotional and rational
buying motives
• Distinguish between patronage and product
buying motives
• Describe three ways to discover an
individual’s buying motives
• Identify and describe six buying center roles
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Buying Motives
Buyer Action Theory
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Attention
Interest
Desire
Conviction
Action
• Needs _ something
required that is
essential
• Want- a desires for
something not
essential
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Buying Motives
Customer Buying Decision
Influences – Maslow’s Hierarchy
Self-Actualization
Esteem
Social
Security
Physiological
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Buying Motives
Motives
A buying motive is an aroused
need, drive, or desire that initiates
the sequence of events that may
lead to a purchase.
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Buying Motives
Types of Buying Motives
 Emotional buying motives prompt the prospect to
act as a result of an appeal to some sentiment or
passion or impulse.
 Rational buying motives prompt the prospect to act
because of an appeal to the prospect’s reason or
better judgment. What is the lowest priced item, the
longest lasting item, and most dependable item.
 Patronage buying motives cause the prospect to
buy a product from one particular company rather
than another.
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Buying Motives
Rational Motives
Emotional Motives
Patronage Motives
Dependability
Economy or price
Good workmanship
Safety
Simplicity
Low maintenance
Durability
Increased profit
Increased production
Adventure
Affection
Appearance
Comfort
Health
Fear
Leisure time
Recognition
Pleasure
Social approval
Security
Customer services and
policies
Courteous sales force
Product quality
Product assortment
Business location and
appearance
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Buying Motives
Sales Person Reaction
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Techniques to determine
Customers buying motives
Buying Motives
• Observing the customer
– (Reactions, mannerisms, facial
expressions)
• Listening to the customer
– remove distractions focus and listen
and do not interrupt. Pick up clues to
needs
• Asking questions
– Listen to their responses to determine
their wants
• Showing interest in the customer
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Buying Motives
How to Ask Questions
Are these good
Questions
• What are you wanting and what price
range are you wanting?
I see you are looking at those vacuum
cleaners , do you like the look and price
of it?
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Buying Motives
What is personal selling
• personal selling the type of selling
that involves direct interaction between
sales associates and customers
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Buying Motives
Advertising
Personal Selling
Publicity
Sales Promotion
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Buying Motives
Selling Techniques
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• Preparing to sell
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• Establishing relationships
• Discovering client needs/wants
• Prescribing solutions to
needs/wants
• Reaching closure
• Reaffirming buyer seller
relationships
• Pre Approach-Prospecting
•The approach
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•Needs assessment
• The Sales Presentation
• Handling Objections
• The close
• The follow up
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Buying Motives
• Acquire knowledge about product
• Identify products features and benefits
• Generate sales leads- look for potential
customers- prospecting• Gather knowledge to prepare for their
presentation
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Buying Motives
The step when the customer and sales
person first communication. First
contact.
•Be courteous and respectful
•Establish good eye contact
•Be enthusiastic
•Show a sincere interest in the
customer
•Be friendly and genuine
•Use the customer’s name
•Time the approach appropriately
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Buying Motives
Greeting/Social Approach
Salesperson simply welcomes the
customer to the store
Example: “Good afternoon, Mr.
Wright” or an appropriate personal
comment.
Do not focus on the merchandise
Buying Motives
Service Approach
Salesperson asks the customer if he
or she needs assistance
Example: “May I help you with
something?”
*Ineffective because it elicits a negative
response
Buying Motives
Merchandise Approach
Salesperson makes a comment or asks
questions about a product that the
customer is looking at
Example: “That shirt is made of a
cotton and polyester blend, so it’s
machine washable.”
*Most effective initial approach in retail sales
because it focuses attention on the merchandise.
Buying Motives
Presence of Customers
• When should you acknowledge their
presence?
• Should you acknowledge their presence
when waiting on a customer?
• How should you wait on customers?
• A customer interrupts to ask a quick
question while you are helping another,
what should you do?
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Buying Motives
New Hire Procedures
• How sales associates should greet all
customers when they enter store
• How to address the various types of
customers• Store approach time policy (browsing time )
• How to address the presence of customers• Order to wait on customers
• How to address interruptions
• Annoying behaviors to avoid
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Buying Motives
• Observing the
customer
• Listening to the
customer
• Asking questions
• Showing interest in
the customer
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Buying Motives
• The sales talk and the product demonstration
• The sales presentation occurs after you
have established a relationship with your
customer.
• Convince customers of the benefits
• Limit number of products shown focus on what
meets their needs.
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Buying Motives
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Buying Motives
What to Emphasize
Features
• A physical characteristic
or quality for a product
• Something they can feel,
touch, smell, see or
measure
• Description of the
product:
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Benefits
• The actual satisfaction
that a customer wants or
will get from the good
• Can be obvious to
customer unique or
exclusive
Unique construction
Durability
Product use
Service & warranty
construction
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Buying Motives
Selling Sentences
Features: Standard 5
Disc CD tray
Shuffle feature
Benefit: Easily hold 5
discs.
Benefit: Easily Change
Songs and CD’s
With this player it can hold your five favorite CD’s so you can listen to all
your favorite artists. You can program it to shuffle the cd’s so you can pick
the order of the songs you like and want to listen to. Very a unique and
easy to use feature.
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Selling Sentence
Laminate Wood Floor
Buying Motives
Feature
Benefit
• Laminate Wood
• Four layer board
thickness with stabilizing
layer
• Quick joint or interlocking
system
• Look of wood
• Highly scratch resistant
and also resists extreme
impact and wear.
• Easy to install, fit together
no nails requires
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Buying Motives
Selling Sentence
Luggage
Feature – Because
Benefit-
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Soft side
Vinyl and nylon shell
Four wheels
Steel Locks and hinges
Garment bag: 2 hangers,
fold in center with snaps
• Cosmetic case: inside
pocket that is removable
• Colors: red, navy , gray ,
or brown
Lightweight
Durable, wipes clean
Rolls easily without tilting
Says locked with rough
handling
• Keeps clothes in place
• Variety of uses especially
for items that could spill
• Choice of colors
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Buying Motives
Objections
• I really had something less expensive in
mind.
• I like it but I’m just not in love with that
color.
• It’s nice, but I don’t think I would use it
that often.
• I not sure theses overhead cranes are
powerful for our construction needs
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Buying Motives
Objection
• A point of difference
between a customer and
sales person that may
prevent a sale.
Excuse
• An insincere statement
used to cover up real
reason not to buy.
• They hide the real
objection- hidden
objection
Types of Objections
• The cost factor
• The product
• The company
• The right time
• Want and Need
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Buying Motives
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Listen carefully
Pause before answering
Empathize with customers
Restate objections
Avoid arguments
Turn objections into selling points
Answer honestly and continue selling
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Buying Motives
Yes but…
• Acknowledge the
objection tactfully
and answer it
courteously without
contradicting
customer.
• Most used.
Toss It Back
• Boomeranged
methods to turn the
customer objection
into a valid reason
for buying.
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Buying Motives
Inquiry
• Help customers
answer their own
objections by asking
questions
Show Em
• Must show the
customer to
convince them.
• Also called
demonstration
method.
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Buying Motives
Testimonial
• Thrid party methods
answer objection by
asking or hearing
others opinions
Try It
• All them to try the
product before
buying it
• Very effective
methods
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Buying Motives
Deny It
• Correct wrong
information or a mis
understanding.
• Don’t offend,
establish a good
rapport first.
Point Counterpoint
• Superior point or
counter balance
• You agrees on a
valid point then
answer point by
offering an equal or
superior point
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Buying Motives
Ethical or Not
• Vanessa is attempting to sell a recliner to a
young man who is getting his first apartment.
He’s not sure if he’s ready to guy yet, and he
might take a hand me down from a friend. She
offered him attractive credit, but he still won’t
buy. Vanessa tells him the price is temporary
and will cost more next week. Is she behaving
unethical?
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Buying Motives
Ethical or not
• Gift giving- a customer comes in and
leaves coupons/ free lunch ticket at the
bank.
• Sales person takes the client out to
dinner and a game before the big sales
presentation the next day.
• Communicating or withholding
information- the new household cleaner
you are selling is hazardous to plants,
pets & allergen kids.
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Buying Motives
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The Closing The Sales
Buying Motives
• The sales person
gets the desired
agreement from
the customer.
Closing Techniques
• Direct close
• Choice close
• Assumption close
• Minor point/stimulus
close.
• Summary close
• Standing room only
close
• Closing on objection
• Contingent close
• Contrasting
advantages &
disadvantages
• Suggesting ownership
close
• Narrative close
• Related product close
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Buying Motives
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Buying Motives
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Buying Motives
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Buying Motives
Suggestion Selling
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Buying Motives
The Followup
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