Using Buying Motives Powerpoint

8/11/2019 Using Buying Motives Powerpoint

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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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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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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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Using Buying Motives Powerpoint

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