When was the last time you purchased something with the help of a salesperson?

What was the item and how did the salesperson help you?

0422.8.1 Categorize buying transactions according to buying motives.

0422.8.2 Discuss how customers make buying decisions.

How is seeing an advertisement that is selling something different from personal selling or walking into a store and having a salesperson help you?

A form of direct contact between a salesperson and a customer

Two-way communication between the seller and the buyer

Retail Selling Business-to-Business Selling Telemarketing

1. Help customers make satisfying buying decisions

2. Create ongoing, profitable relationships between seller and buyer

Repeat Business – easier and less expensive to keep current customers

Providing solutions to customers’ problems by finding products that meet their needs

Matching the characteristics of a product to a customer’s needs and wants

Customers buy what the product can do for them

Basic, Physical or Extended attributes of a product or purchase

Basic – intended use Physical – additional features; add

more value than basic model Extended – warranty, service policy,

financing, company reputation

Camera

Basic – take pictures Physical – zoom lens, red-eye reduction

feature Extended – 1 year warranty

Advantages or personal satisfaction a customer will get from a good or service

How does the feature help the product’s performance?

How does the performance information give the customer a personal reason to buy the product?

Conscious, logical reason for a purchase

Dependability and Durability Time or Money Savings Health or Safety Considerations Service Quality Economy Good workmanship and materials Low maintenance cost

Adaptability to many uses Saving of space Automatic operation Ease of repair Ease of installation Increased production Greater power Purity Increased efficiency

A feeling experienced by customer through association with a product

Social approval Be popular Recognition Power Love Find romance Gain companionship Prestige

Pleasure and amusement Gain more leisure time Discover adventure Enjoy convenience Pride of ownership Gain distinction Avoid effort

List 4 different products. Write at least 3 rational and/or

emotional motives for buying each of these items

Explain each buying reason

› (A product may have 3 rational reasons or 3 emotional reasons or it could have 2 emotional reasons and 1 rational reason)

Identify your goal. Establish your criteria. Examine your options. Weigh the pros and cons. Make your decision. Evaluate results.

Pretend you’re going to see a movie with your friends and it’s sold out. What do you do?

1) Identify your goal. Yes, you still want to see a movie.

2) Establish your criteria. Consider what type of movie you want to see, when you want to watch the movie, and how much money you want to spend. By identifying your expectations in advance, you can eliminate choices that don’t meet your wants and needs.

3) Examine your options. Think about whether you want to buy tickets now for a later showing of the sold-out movie, see another one that will be starting soon, or rent a movie to watch at home.

4) Weigh the pros and cons. Consider how your options meet your criteria. You really don’t want to wait a couple of hours, and there’s another film playing that you want to see.

5) Make your decision. Decide which option best meets your criteria. Decide to buy the tickets for the movie that is playing now.

6) Evaluate results. Afterward, talk with your friends about whether you liked it.

When it comes to the decision-making process, two of the most important elements are examining your alternatives and analyzing your outcomes.

1. Routine Decision Making

Product is bought frequently Need little information about product Perceived risk is low Inexpensive

2. Limited Decision Making

Purchased product before but not regularly

Moderate degree of perceived risk Need some information before buying Second car, vacation, household

appliances

3. Extensive Decision Making

Little or no previous experience with a product

High degree of perceived risk Very expensive or high value to

customer First home

Take a common product that you take to school daily and prepare a feature-benefit chart for the product.

4- 6 features and 4-6 benefits minimum

3 types of decision making 2 customer buying motives 1 goal of selling