Buying motives IDdesign Academy Buying motives MORE EDUCATION
Buying motives IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 1
Buying motives As a sales person you have probably often heard how important it is to identify the customers need. It is of course important, but it is only half the truth. In reality you are only halfway when you have identified the customers need. The next step is to make sure that he/she also wants to have their needs covered. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 2
Buying motives If you by using the question technique have revealed the customers need, the next thing will be to combine the need and the desire, and find a solution that covers both. To make this possible, you need to know what motivates your customers to buy. This is called buying motives. Buying motives can be divided into two groups: The rational and emotional buying motives IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 3
Rational buying motives IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 4
Rational buying motives are also called the functional buying motives. The customer buys the product for its function. • In other words, the customer takes a rational assessment of the product based on past experience, some careful consideration to safety, maintenance, etc. These motives are often seen in a person there are very factual. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 5
Rational buying motives Economy - The desire to earn or save money. Utility - Selects a leather sofa, because it is more practical in relation to children and dirt. Safety - Selects products with soft edges. Health / Environment - Selects recycled or biodegradable material - the eco-conscious consumer. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 6
The emotional buying motives IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 7
The emotional buying motives are also called the social buying motives. • It is feelings and sensations which are in focus when there is being bought. • But also the idea that if you buy precisely this product, it will send a specific signal to other people. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 8
The emotional buying motives Joy - The joy of owning a particular product and the feeling of wellbeing when using the product. Prestige - Proof of status. Security/peace of mind - When you make an insurance - provides “protection” against the unexpected. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 9
The emotional buying motives Recognition - You get other peoples recognition / respect - you are appreciated by others. Consideration of others When you buy a life insurance. Community - Shows affiliation to a particular group - buy Danish food (national sentiment). IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 10
The emotional buying motives The buying motives must not be underestimated, because they in many cases, are decisive for the buy. But also because in several industries there are not a big different between the products, the price, the service and the quality – so you need to focus and be aware of the customers feelings to stand out. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 11
Buying motives IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 12
Buying motives Remember • Buying motives can sometimes serve as an excuse for a purchase. Eg: It is often feelings (prestige and recognition) there will make a customer choose one sofa rather than another, but common sense (economy and utility) are things there will be highlighted when the purchase are being defended. • All customers choose the product with the highest benefits, whether they are driven by rational or emotional buying motives. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 13
Buying motives are important to be aware of when you argue for a product, your company, etc. We do not know what the customers desire and what their motives are. IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 14
Buying motives Therefore Ask them - make use of your question technique (open questions). IDdesign Academy Buying motives MORE EDUCATION – MORE KNOWLEDGE – MORE SALES 15
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