Quiz

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Quiz 2

• Chapter Five
• Five Questions
• Multiple Choice
• Good Luck!

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Open Floor

• Test back on Tuesday
• Review Questions
• Chapter Five Today
• Five-Paragraph Essay Review

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CHAPTER 5

• Understanding Why Buyers Buy

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All men seek a goalsuccess or happiness. The
only way to achieve true success is to express
yourself completely in service to society. First,
have a definite, clear, practical ideaa goal, an
objective. Second, seek the necessary means to
achieve your endswisdom, money, materials and
methods. Third, adjust all your means to that
end.

• Aristotle

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Uncovering Needs and Wants

• Salespeople must
• Determine what will motivate the prospect to
  action
• Understand the goal orientation of the prospect
• Assess and adapt to the style of the prospect

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The Driving Force

• Motivation is what moves people into action
• Drive or arousal
• Provides the energy to act
• Goal-object
• Provides the direction for channeling that energy
• Purposive Behavior
• The use of that energy

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Model of the Motivation Process
Feedback
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Persuasion as Motivation

• Persuasion affects the hearts as well as the
  minds of people
• Persuasion is influencing opinions or affecting
  attitudes by means of communication
• Informing
• Educating
• Motivating

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The Psychological Set

• The psychological set is a function of
• The buyers past experiences
• The buyers personal characteristics
• The buyers motives
• Environmental influences
• Past marketing stimuli

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Arousal Seeking Buying Behavior

• The arousal-seeking motive is a persons internal
  drive to maintain stimulation at an optimal level
  
• Optimal level of stimulation
• The level at which a person feels neither bored
  nor overwhelmed
• Inverted U
• Adaptation level of stimulation
• The level of stimulation perceived as normal or
  average

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Adaptive Selling

• Adaptive selling entails
• Gathering information about each customer
• Observing customers reactions during the sales
  call
• Showing agility by making rapid adjustments
• Tailoring the sales presentation to each
  customers social style

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The Key ToUnderstanding Social Styles

• Assertiveness
• Competitive
• Rapid movers
• Quick decision makers
• Initiative takers
• Time sensitive

• Responsiveness
• Friendly
• Talkative
• Approachable
• Less time sensitive
• Slower decision makers
• More sensitive to others feelings

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Social Styles Matrix
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Selling to ProspectsNeeds and Wants

• The goal is to reach a common understanding
  between buyer and seller
• How much alike are we?
• Do we share any background experiences?
• Are our language skills, attitudes, and beliefs
  similar or dissimilar?
• What assumptions have we made about each other
  based on stereotypes?

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Categories of Needs

• Murrays Psychogenic Needs
• Maslows Need Hierarchy

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Murrays Psychogenic Needs
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Figure 5.4Maslows Hierarchy of Needs and
Information
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All behavior is causedgoal directed, and a
salesperson is in some way satisfying some need
at some levelman only acts when moved through
Fear, Hope, Love or Greed. Human beings are
basically emoting creatures. Emotions arouse,
sustain and direct behavior.

• Gail P. EldridgeConsulting Psychologist

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Organizational Buying

• In many organizations, teams of people do the
  buying
• Salespeople must focus their communications on
  the motivations, perceptions, and power of the
  individuals who make up the buying team

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Figure 5.5Developing a Knowledge BaseRelated to
the Buying Team
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Figure 5.6The Buying Center
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Organizational Buying Criteria

• Salespeople must be aware of what motivates each
  organizational buyer to purchase
• Also be aware of the importance of each of those
  various factors

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Perceived Risk

• In many sales situations, the most important
  perception to be dealt with is risk
• Salespeople must provide evidence that their
  solutions will work, reducing perceived risk

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Five Types of Risk inPurchasing Decisions

• Financial
• Social
• Psychological
• Performance
• Physical

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Three-Minute Drill

• How Could XXX (Company of Your Choice)
• Reduce Risk/Perceived Risk to Customers?
• Benefit from This?

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Buying Situations

• Types of Buying Situations
• Straight rebuy
• Modified rebuy
• New task
• Analogy to Consumer Decision Making
• Routine
• Limited
• Extensive

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Selling From TheCustomers Perspective

• Three conditions constitute a quality buying
  experience
• Customers believe that salespeoples assessments
  of their needs and expectations are good
• Customers experience fulfillment of these needs
  on a long-term basis due to the salespeople and
  the sales support team
• When customer needs change suddenly, salespeople
  respond by making every effort to meet new needs

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Discussion Questions?

• Psychological Aspects of Buying and Selling?
• Risks in Canned Presentations?
• What Makes Adaptive Selling Difficult?
• Signals/Clues?
• IDing Buying Center People?

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Knowledge-Building

• Thaldorfs Ability to Motivate?
• Did Thaldorf Effectively Manage Lohmanns Needs?
• ID Buying Center Members? Power?
• DidThaldorf manage Risks Associated with New
  Product Purchase?
• Was Thaldorf Agile?

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Salespeople must genuinely believe that their
product really will help the other party

• You have to have a servants heart

Al Angell Northwestern Mutual Financial Network
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Five-Paragraph Essay Review

• Very Good Overall
• Value-Add
• Point of Differentiation (Broad)

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Five-Paragraph Essay Review

• Very Good Overall
• Value-Add
• Point of Differentiation (Broad)
• Questions after if You Want to Ask

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Assignments

• Preparation 6
• Questions 1, 5, 7, 8, 10
• Mediquip 1, 2, 4
• Three-Minute Drill OSU Prospecting

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BA 491

• Have a Safe Weekend, See you Next Tuesday!