- Kindle Book
- OverDrive Read
- EPUB eBook
- Understanding buyer behaviour Understanding how buyers behave will give you greater knowledge in the sales process and therefore make you better equipped to convert the sale. People generally buy for two reasons: Objective reasons Subjective reasons. You will need to satisfy both. What influences someone to buy? Individuals will buy some products or services to satisfy the basic physiological needs e.g. to satisfy hunger and thirst, to be free from pain, injury, for security, safety reasons etc. or because they have to comply with the law. These are the objective reasons why people buy. However, it is not always simply a question of needing or wanting a product or service to serve a specific purpose or to satisfy that basic physiological need that stimulates an individual to buy. The buyer will also be asking other questions about that product and service. They will buy for subjective reasons. These subjective reasons are personal based and are referred to as the psychological reasons involved in buying. For example, if you are buying a car you need the car to get you from A to B; you may also need it to be a certain size to carry a certain number of individuals. These are the objective reasons for buying. However, your decision to buy a particular model or make, or to buy from a particular garage, will also be based on subjective reasons. The subjective reasons or psychological reasons could be: - Will this car suit my lifestyle? - Will it make me look good in the eyes of my peers or superiors? - By buying this car what statement am I making and is that the right one for me? - Does this car fit with my role as a director, father, mother, husband, wife etc.. Let me give you another example. I was working with a theatre whose box office staff had to sell tickets to group buyers. The group buyers want good discounts - the objective reason for buying. But the group buyer also wants to book a show that is popular and one that everyone in his party will enjoy. If he does, he will come away basking in the warm glow of being credited with that success – this is the subjective reason for buying. So the box office staff have to satisfy the prospective buyer on both fronts: that he is getting a good deal and that his party will enjoy the show. Whether it is a product or a service you are selling, you need to understand why people buy - both the objective and subjective reasons. The subjective or psychological reasons for buying a product or a service can be summed up as follows: - to give pleasure - to give a sense of satisfaction - to feed and raise self esteem - to satisfy and feed an ego - to reinforce group identity - to give a sense of belonging - to satisfy the need for power - to satisfy the need for recognition - to satisfy the need for approval - to satisfy the need for respect
About the Author-
Pauline Rowson is a freelance writer and author. She has been involved in selling for many years, has run her own marketing, media and training company and has advised many businesses on all aspects of their marketing, publicity and sales.
She is qualified in marketing and is a member of the Chartered Institute of Marketing.
Table of Contents-
- About the author 6 Introduction 7 How to use this guide 7 What you will learn from this guide 8 1. Who makes a good salesperson 9 What’s the difference between selling and marketing 9 Selling to the right person 11 The Decision Making Unit 12 In summary 17 2. Understanding buyer behaviour 19 What influences someone to buy? 19 Selling a service 22 In summary 25 3. Understanding buying motivations 26 Negative buying motivations 27 Positive buying motivations 28 Switching from negative to positive 29 In summary 33 4. Know your product or service 34 Features and benefits 34 In summary 40 5. Know your market place and your competitors 41 Getting ready for the sales interview 42 Pre-sales research 42 Set your objectives 43 Check your presentation material 44 In summary 45 6. The sales interview - approach 47 Approach 47 Your appearance 50 Your body language 52 Set the tone 54 At an exhibition 55 In summary 56 7. The sales interview 59 Discussion 59 Open questions 60 Closed questions 61 Open situation questions 62 Diagnose 67 Comparative questions 68 Interpretation and needs 69 Active listening 71 The sales interview summarised 74 In summary 75 8. Handling objections 77 Positive buying motivations 79 Some golden rules on objection handling 80 In summary 85 9. Closing 86 Solving the prospect’s problem close 87 Alternative close 88 Fear close 89 Assumptive close 90 Buying signals close 91 In summary 92 10. Body language 93 Distance- personal space 94 Body movements 94 Facial expressions 96 Eye contact 96 Body posture 97 Impressive signals 98 In summary 100 11. Selling to different personalities 102 Dominant individuals 103 Social individuals 105 Measured individuals 107 Compliant individuals 107 Men selling to women and women selling to men 110 In summary 113 Checklists 114
PublisherSummersdale Publishers Ltd
Kindle BookRelease date:
OverDrive ReadRelease date:
EPUB eBookRelease date:
Digital Rights Information+
- Copyright Protection (DRM) required by the Publisher may be applied to this title to limit or prohibit printing or copying. File sharing or redistribution is prohibited. Your rights to access this material expire at the end of the lending period. Please see Important Notice about Copyrighted Materials for terms applicable to this content.
More titles may be available to you. Sign in now to see your library's full collection.