By the word, ‘motive’ we means the force which induces a person to act in a particular way. Just as power causes a machine to move and electricity causes a lamp to give light, similarly motive is the driving force which induces a person to act in different ways.
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The main object of a salesman is to induce the prospect to make a purchase. For this reason, the salesman must have a thorough knowledge about the human psychology. The knowledge of human nature is the best asset for a salesman.
“Buying motives are psychological, not logical”. Psychology is the science which analyses and classifies the varying states of the human mind. It is a science which studies the human mind. In his day-today contacts, the salesman meets various types of persons with different requirements and reactions.
Buying motives as the invisible forces of inner-man of every prospect enjoy certain characteristics of their own. The most significant one are:
A customer does not buy a product or service just because he wants to buy. There are good many supporting reasons for purchase of a particular product or a service. Human beings, like other beings, are motivated by ‘needs’ and ‘wants’.