The Customer Is A Buyer

1
The Customer Is A Buyer

• Why they buy a customer strategy

2
Customer Strategy

• A plan to engage the customer to the fullest and
  improve their response to the sales plan
• The customer drives the sale, not the product

3
In your small groupsDeath of the Product
Solution!

• The products of one company in an industry are
  becoming more and more similar to those of the
  competition. Larry Wilson
• As a new sales representative, how do you explain
  your role relative to this comment?

4
Customer Behaviour Selling to One Customer at a
Time

• Individual customers perceive products/services
  in their own terms
• Unique
• Emotional
• Irrational
• Erratic
• Idiosyncratic

• Demand products designed for their particular
  needs
• The current notion is there is only this
  customer

5
Human Buying Decision Influences

• Psychological and physiological needs
• Group social influences
• Take a moment to identify the influencers that
  drive your buying behaviour. BE HONEST!
• Then, in your small groups compare the influences
  of the members of your group.

6
How Customer Needs Form

• Perception
• Selecting
• Organizing
• Interpreting Info
• Based on influences

• Selective perception
• Screening or modifying info
• Based on cultural and social backgrounds,
  psycho/physiological influences

7
Key to Mastering Selective Perception

• Do an exhaustive background search/evaluation
  before meeting

• Focus the first meeting on building relationships
  to open the communication and build trust

8
Buying MotivesArousing the Need, Drive or Desire

• Dominant buying motive BBM)
• Most influence on the decision to buy
• Emotional
• Appeals to sentiment or passion
• Rational
• Appeals to reason, objective judgment
• Patronage
• Cause the client to stay loyal (service,
  selection, salesperson)
• Product
• Brand preference, price, quality

9
Different Approaches for Different Situations

• Buyer Action Theory
• Used when the buyer is familiar with the
  product/service and the decision is simple
• Attention
• Interest
• Desire
• Conviction
• Action

• Buyer Resolution Theory
• Requires a flexible sales approach that addresses
  the 5 questions
• Why should I buy?
• What should I buy?
• Where to get it?
• How much to pay?
• When should I buy it.

10
Different Approaches for Different Situations

• Need-Satisfaction Theory
• Foundation of consultative selling
• Conduct a systematic assessment of the prospects
  situation
• Effective two-way communication
• Establish strong acquaintance relationship
• Sales professional represents the client first
  and the company second
• Open to promotion of the competition to help
  client achieve needs
• Focus in on long-term partnering

11
Three Ways to Succeed

• Question
• Listen
• Observe
• ALL Approach Ask, Look, Listen!!!

12
Prospecting Turning the Suspect into Potential
s

• A systematic process of identifying potential
  customers
• Suspect
• Prospect
• Qualified prospect
• Need
• Money to buy
• Authority to buy