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Source: Selling Today, by Manning and Reece (10th ed., p. 40)
Why buy? How to present?
What to buy? What to offer?
How to buy? When to sell?
(=> often difficult) (=> need to be a buying
Source: Reece & Manning
Pride, prestige, recognition
Worry, loss, danger, fear
Note: These effects are anomalies within D theory that normally assumes individual preferences are independent of price or other consumers’ decisions.
= Discovering what the dominant buying urge is (often hidden) and tailoring the sales presentation to address that drive.
Real or imagined
Customers often unaware there is a better way . . .
Extent depends on Sources
- Cost and risk - media (print, broadcast)
- Frequency of purchase - public agencies
- Style of customer - friends/neighbors
- Level of trust w/salesperson - salespeople
3. Evaluate alternatives
like info search, extent varies
- clarify info
- correct misconceptions
- explain nuances, details, benefits
4. Purchase & evaluation
*often opinion leaders (i.e. good farmers, community leaders, influential, etc.)