“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.
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Emotional patronage motive are quite dependent on the will of the customers. Because of a customer’s emotion which is attached to a particular store, he does not apply his mind or intelligence while purchasing a particular article.
Buying motives are the “inner feelings” of the buyers and he tries to satisfy them at any rate to the maximum possible extent. Buying motives being model of consumer mind on specifications play an important role in the whole scheme of selling and therefore, production.
Some of the ways to deal with undecided type customers are : (i) Showing limited varieties (ii) Closing sales (iii) Explaining selling points in detail (iv) Application of pressure.
A man is a rational being. He thinks before leap. He has ability of creative thinking and rational judgment. It is the rationality that distinguishes a man from other animals.
Emotional product motives which induce the prospect to decide to purchase a product without much reasoning. These motives a rise due to some emotional factors like pride, jealousy etc. the emotional product motives may be further divided into following types:
Buying Motives” are motives which make people to buy things. Professor D. J. Duncan, defined buying motives as “those influences or considerations which provide the impulse to buy, induce action or determine choice in purchase of goods and services.”
Attracting attention is the first phase of his selling process. In this phase, a salesman tries to draw the attention of the customers towards the commodities presented by him. In fact, selling work starts from here. It is why this phase is known as the first step in selling the goods.
Women are one of the difficult types of customer. They are regarded as home ministers of the family, and most of the purchases are made by them. The latest statistics reveal that it is women who control 75% of the family purchases.
Sales personality is a matter of certain requisite qualities or traits. Successful salesmen are not ‘born’, they are ‘made’. If a young man is aspiring to be a successful salesman, he can, provided he develops his personality by acquiring and mastering these qualities and traits.