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Selling. Why Do Customers Buy?. Rational motives Conscious, logical Think about the decision Quality, safety, dependability Example is buying tires based on safety ratings Emotional motives Feeling Social acceptance, recognition, prestige, love

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Presentation Transcript
why do customers buy
Why Do Customers Buy?
  • Rational motives
    • Conscious, logical
    • Think about the decision
    • Quality, safety, dependability
    • Example is buying tires based on safety ratings
  • Emotional motives
    • Feeling
    • Social acceptance, recognition, prestige, love
    • Example is caring about your family so you want the best tires
personal selling
Personal Selling
  • Any form of direct contact between the salesperson and the customer
  • Two way communication between the seller and the buyer
  • Goal is to help customers make satisfying buying decisions
selling process
Selling Process
  • Approach the customer
  • Determine needs of the customer
  • Present the product
  • Overcome objections
  • Close the sale
  • Suggest more or other options
  • Building the relationship from start to finish
approach
Approach
  • In a retail setting you must observe the customer to gain clues about the sale
  • First face to face contact
  • Sets the mood for the rest of the sale
  • Can make or break the sale
  • Is the customer in a hurry, just browsing, having questions to answer?
determining needs
Determining Needs
  • Directly related to buying motives
  • Your job is to uncover the customer’s reasons for wanting to buy
  • Everyone benefits when the customer’s buying needs are satisfied

Observe

Listen

Ask questions to gain information

present the product
Present the Product
  • Show the product and tell about it
  • Goal is to match the customer’s needs with the right product features and benefits

Demonstrate

Use sales aids

Involve the customer

product knowledge
Product Knowledge

is so important

overcome objections
Overcome Objections
  • Objections are concerns, hesitations, doubts, or other reasons for not buying.
  • Do not take these personally
  • Use them as a chance to redefine the customer’s needs
  • Plan ahead for objections
common objections
Common Objections
  • Need: I like that sweater but it does not match anything I have.
  • Product: I don’t like the way this jacket fits me.
  • Source: Last time I ordered, it took too long to be delivered.
  • Price: That is more than I wanted to spend.
  • Time: I think I will wait for the summer sale.
close the sale
Close the Sale
  • Obtaining positive agreement from the customer to buy
  • Help the customer get to this point
  • Recognize opportunities to close (customer standing at the register)
suggestion selling
Suggestion Selling
  • Selling additional goods and services to the customer
  • Other items to save them time and money or make the original purchase more enjoyable
  • Would you like an apple pie with your Big Mac meal?
  • To use your camera immediately, would you like to go ahead and get a memory card today as well?
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