Selling LAP 109 What’s the Motive? Buying Motives.

SellingLAP 109

What’sthe Motive?

Buying Motives

ObjectivesObjectives

Describe customer buying motives.Describe customer buying motives.

Demonstrate techniques for identifying Demonstrate techniques for identifying customer buying motives.customer buying motives.

Describe customer buying motives.Describe customer buying motives.

ObjectiveObjective

• Why do you buy what you do?Why do you buy what you do?

• Each person has his/her own Each person has his/her own motives for buying.motives for buying.

• Buying motives impact what you Buying motives impact what you do—both as a customer and as a do—both as a customer and as a salesperson. salesperson.

What Are Needs and Wants? What Are Needs and Wants?

• NeedsNeeds

Things that are required Things that are required or essential that are or essential that are lackinglacking

• WantsWants

Things that are desired Things that are desired but may or may not be but may or may not be essential essential

NeedNeedWantWant

Why Do People Buy Products? Why Do People Buy Products?

• To satisfy their To satisfy their individual needs and individual needs and wantswants

• To enjoy the benefits To enjoy the benefits that products offer that products offer

What Are Buying Motives? What Are Buying Motives?

Reasons or benefits that cause customers—both Reasons or benefits that cause customers—both individuals and businesses—to make purchases to individuals and businesses—to make purchases to satisfy their needs and wants satisfy their needs and wants

Businesses Individuals

Three Types of Buying Motives Three Types of Buying Motives

EmotionalEmotional

Patronage Patronage

RationalRational

What Do Rational Buying Motives Do? What Do Rational Buying Motives Do?

Drive customers to make Drive customers to make purchases on the basis of purchases on the basis of reason, judgment, or logic reason, judgment, or logic

Examples of Rational Motives Examples of Rational Motives

• Dependability

• Durability

• Economy or price

What Do Emotional/Buying Motives Do? What Do Emotional/Buying Motives Do?

Drive customers to make purchases based Drive customers to make purchases based on their feelings, emotions, or impulses on their feelings, emotions, or impulses

Examples of Emotional Motives Examples of Emotional Motives

• AppearanceAppearance

• ComfortComfort

• FearFear

• PleasurePleasure

• RecognitionRecognition

• Social approvalSocial approval

What Do Patronage Motives Do? What Do Patronage Motives Do?

Drive customers to make purchases from

one business rather than another

Examples of Patronage Motives Examples of Patronage Motives

• Customer services and Customer services and policiespolicies

• Courteous sales forceCourteous sales force

• Product quality Product quality

• Business location Business location

What Is a Dominant Buying Motive? What Is a Dominant Buying Motive?

The reason for The reason for making a purchase making a purchase that has the that has the greatest influence greatest influence on a customer’s on a customer’s buying decision buying decision

Patronage Patronage RationalRational

EmotionalEmotional

Demonstrate techniques for identifying Demonstrate techniques for identifying customer buying motives.customer buying motives.

ObjectiveObjective

Techniques forTechniques forDetermining Buying Motives Determining Buying Motives

Observe Observe customers.customers.

Listen to Listen to customers.customers.

Show Show interest in interest in customers.customers.

Ask Ask questions. questions.

Observe Customers Observe Customers

• Watch what customers do.Watch what customers do.

• Observe their:Observe their:

Actions and reactionsActions and reactions

MannerismsMannerisms

Facial expressionsFacial expressions

• Determine which selling Determine which selling points to stress.points to stress.

Listen to Customers Listen to Customers

• Stop talking.

• Pay close attention to what is said.

• Show that you want to listen.

• Be patient.

Show Interest in Customers Show Interest in Customers

• Put yourself in customers’ Put yourself in customers’ shoes.shoes.

• See things from customers’ See things from customers’ point of view.point of view.

• Be empathetic and sincere. Be empathetic and sincere.

Ask Questions Ask Questions

• Base questions on Base questions on common buying motives common buying motives for the product.for the product.

• Listen carefully to Listen carefully to customer responses to customer responses to identify other motives.identify other motives.

• Determine the customer’s Determine the customer’s dominant buying motive. dominant buying motive.

Benefits ofBenefits ofDetermining Buying Motives Determining Buying Motives

• Customers benefit when:Customers benefit when:

Their needs and wants Their needs and wants are satisfied.are satisfied.

They feel good about They feel good about making wise buying making wise buying decisions.decisions.


• Salespeople benefit when:Salespeople benefit when:

They successfully They successfully complete sales.complete sales.

They gain confidence in They gain confidence in their ability to close their ability to close deals.deals.


• Businesses benefit when:Businesses benefit when:

Income increases with Income increases with additional sales.additional sales.

Satisfied customers Satisfied customers come back to purchase come back to purchase more items. more items.

• Fear of death is:

A powerful emotional buying motive

Often the dominant buying motive for purchasing pre-paid funerals and burial plots

• Some salespeople take advantage of customers’ fear of death.

• Are these salespeople out of line?

• Or, are they behaving ethically?

• What do you think?

Acknowledgments

Original Developers:

Christopher C. Burke,April J. Miller, MBAResearch

Version 2.0

Copyright © 2012MBA Research and Curriculum Center

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 intellectual property 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.

Selling LAP 109 What’s the Motive? Buying Motives.

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