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Buying Behavior

Buying Behavior

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Published by kabbya

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Published by: kabbya on Apr 02, 2009
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01/31/2013

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Why do people buy? People always have their own reasons for buying. Their reasons arenot necessarily rational, intelligent or sensible. However, whatever their buying motives,they are theirs. And you must be aware of which ones are motivating your prospect at allstages in the sales process. Then you can tailor your sales approach accordingly.The Six Buying Motives are:1.Pride of Ownership2.Security and Protection3.Emotional Satisfaction4.Desire for Gain5.Comfort and Convenience6.Fear of LossSome notes of caution:
o
 No one Buying Motive is any more important than any other;
o
They do not come in any particular order.
These buying motives are emotional, not logical; people buy emotionally, notlogically – even in B2B purchases.
People do not readily admit to their buying motives:
Who is going to admit to vanity or fear?
Do not expect prospects to be open and honest about the real reasons thatmotivate them to buy.Get better at observing or hearing your prospects. Know all six buying motives. Then youcan appeal to them in turn, looking for which provoke the strongest responses in a prospect.For example, suppose you see a reaction to a benefit of your product or service thatappeals to comfort and convenience. Keep returning to that motive throughout theremainder of the meeting. Do not stop when you have uncovered just one motive that isimportant to your prospect. More than one buying motive may apply, and motives youleave undiscovered may turn out to be more important.Uncover other buying motives with open, feeling-finding questions to discover additionalreactions. Suppose you have already discovered that profit - desire for gain - is importantto your prospect.You might also ask: "How important is security to you?" and you would find out how the person feels about security and protection. As the meeting progresses, you can focus onareas that are important to your prospect.
 
Once the sale has been made, people stop responding emotionally and beginconcentrating on the sound, practical, rational, business reasons why the purchase wasmade. Later on most people will not even remember their emotional motives. Theysincerely believe that they bought the product or service for straightforward, logicalreasons. If you ask, they can list these logical reasons for you.People buy emotionally, then justify their decisions logically. Remember to provide your  prospects with logical as well as emotional reasons why your product or service will benefit them.This was a guest post by Paul Fileman of  SPSwho are a national team of proven senior  management professionals, passionate about working to help businesses achieve their next level of development and performance. Whether they are facing market changes,financial problems, people/skills issues, or are preparing a major project, they offer dedicated support from a multi-disciplined team of experts.
Seven Buying Motives That Can Help People Buy Into You
What cause people to buy into new ideas, new projects, new products, new people, andnew risks? Let me introduce the seven buying motives. These seven buying motives cancause people to buy into you...
Motive one:
desire for gain. Usually financial gain. We all want money to feel secure.We also like a little extra cash for play. Desire for gain is why we buy stocks, take jobs,hire employees, get an education and invest in businesses.
Motive two:
fear of loss. Usually financial loss. We have worked very hard for what wehave gained. We do not want to lose it. Fear of loss explains why we get guard dogs, needsafety deposit boxes and buy burglar alarms.
Motive three:
comfort and convenience. We all like hiring people to take out our trash.We all like spending whatever we can on those little things that make our livescomfortable and save us hassle. Comfort and convenience explains why people buymicrowave ovens, washing machines and flannel pajamas.
Motive four:
security and protection. Usually protection of a loved one, or a loved possession. Security and protection is why we buy life insurance even though we won't be alive to benefit. It's also why an otherwise peaceful person agrees to war. We buyanything to protect what we love.
Motive five:
pride of ownership. We believe that our possessions say something about us,and we want to be sure that our possessions are saying the right things. Pride of ownership is what causes someone to buy a stolen painting for a private collection, buy asweater worn by Marilyn Monroe, buy a bright shiny new Bentley, or pay a thousanddollars for a pair of shoes.
 
Motive six:
satisfaction of emotion. The emotion is usually love. We buy cards, presents,dinners and movies in an attempt to either gain someone's love, admiration, acceptanceand forgiveness; or to demonstrate our own love, admiration, acceptance and forgiveness.
Motive seven:
satisfaction of ego. We like to treat ourselves right. We like to look good.Satisfaction of ego is why we buy make-up, facelifts, gym memberships, cologne,vacations and Godiva chocolates.These seven motives are used by sales professionals and advertising agencies to makeyou buy their products. You can use these same tools to motivate others to try your ideas,hire your talents, or pick up their socks.So here's the point. If you just tell people why you want them to do things-why you wantthem to hire you, or why you want them to pick up their socks-you'll only gain thereputation of a needy nag. However, if you show people how your ideas, your talents andtheir clean socks will provide them with money, protection, comfort, conveniences,security, pride, love, or any of the other motivations above, then those same people will begin to value your perspective. And when people value your perspective, they begin tofind you persuasive...You can find more about this topic on Navigating Life's website. Simply go tohttp://www.navigatinglife.org,and visit boarding for links to our full lessons on persuasion, motivation, entropy, and communication.
Pain relief: The underlying motive thatdrives customers to buy
Psychologists tell us that while there are five major buying motives (pain, fear, present pleasure, future pleasure, and interest or curiosity), by far the most common reason people buy is pain, or avoidance of pain. Something is wrong in their business or  personal lives that they want fixed and they are prepared to pay to fix it.The best sales professionals never really sell anything; they offer solutions to their  prospect's problems. They uncover pain and make it go away. Why? Because the bestsalespeople understand that while people make decisions intellectually, they buyemotionally. This fact is best illustrated by the following exercise:1) Take a single sheet of paper and draw a line horizontally across the middle.2) Think of something that you thought about purchasing recently but decided not to buy-a car, new clothes, an appliance or insurance, for example. Below the line, list your reasons for not making the purchase.

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