BUYING MOTIVES

&
THEORIES OF
SELLING
Presented by:
Navya Tandon (190677)
Sarika Nangia (200004)
Tinisha Chhabra (200003)
Introduction

Buying Motives

Theories of Selling

Case studies
 Buying Motives

A Buying motive is the urge or

motive to satisfy a desire or need
that makes people buy goods or
services.

A buyer does not buy because

s/he has been persuaded by the
salesman, but s/he buys for the
aroused desire in him or her.
 Product Buying Motives
They refer to all those
characteristics of a product, which
induce a buyer to buy it in
preference to other products.
Product buying motives may be
sub-divided into two groups, viz.,
(1) emotional product buying
motives and
(2) rational product buying
motives.
 Emotional Product Buying Motives

When a buyer decides to

purchase a product without
thinking over the without
much reasoning, she is said to
have been influenced by
emotional product buying
motives.
 Pride or Prestige
Pride is the most common and
strongest emotional buying motive.

Many buyers are proud of

possessing some product.

In fact, many products are sold by

the sellers by appealing to the
pride prestige of the buyers.
 Emulation or Imitation

Emulation, i.e., the desire to

imitate others, is one of the
important emotional buying
motives.

For instance, a housewife may like

to have a silk saree for the simple
reason that all the neighbouring
housewives have silk sarees.
 Love and Affection
Affection or love for others is one
of the stronger emotional buying
motives influencing the purchasing
decisions of the buyers.

For instance, a husband may buy a

costly silk saree for his wife or a
father buy a costly watch for his
son or daughter out of his
affection and love.
 Comfort or Desire for Comfort

Desire for comfort (i.e., comfortable

living) is one of the important
emotional buying motives.

In fact, many products are bought

for comfort. For instance, fans,
refrigerators, washing machines,
cushion beds, etc. are bought by
people because of their desire for
comfort.
 FEAR
This is a very powerful motive. It
forces a person to do many things
which otherwise he would have
not done.

Fears may be of several types.

Thus there are fears of meeting
with an accident, fears of financial
loss, fears of loss of wealth, fears
of uncertainly of human life etc.
 Attraction

Attraction is one of the

important emotional buying
motives of the buyers.

Men and women buy

cosmetics, costly dresses, etc.,
because of this emotional
motive, i.e., attraction.
 Ambition
Ambition is one of the emotional
buying motives. Ambition refers to
the desire to achieve a definite goal.

For instance, it is the ambition that

makes many people, who do not
have the facilities to pursue their
college education through regular
colleges, pursue their education
through correspondence courses.
 Desire for Distinctiveness or Individuality

Desire for distinctiveness, i.e.,

desire to be distinct from others,
is one of the important emotional
buying motives.

Purchasing and wearing a

particular type of dress by some
people is because of their desire
for distinctiveness or individuality.
 Hunger and Thirst , Recreation

Hunger and thirst are also one of

the important emotional buying
motives.

Desire for recreation or pleasure is

also one of the emotional buying
motives.
 Habit

Habit is one of the emotional

considerations influencing the
purchasing decision of the customers.

Many customers buy a particular

thing because of habit, (i.e. because
they are used to the consumption of
the product).
 Rational Product Buying Motives

When a buyer decides to buy

a certain thing after careful
consideration ,s/he is said to
have been influenced by
rational product buying
motives.
 Safety and Security
Desire for safety or security is an
important rational buying motive
influencing many purchases.

Similarly, vitamin tablets, tonics,

medicines, etc., are bought by the
people because of this motive, i.e.
they want to safeguard their
health and protect themselves
against diseases.
 Economy and Low Price

Economy, i.e., saving in operating

costs, is one of the important
rational buying motives.

Relatively low price: most of the

buyers compare the prices of
competing products and buy
things which are relatively cheaper.
 Suitability and Utility

Suitability: Intelligent buyers

consider the suitability of the
products before buying them

Utility or Versatility: versatility or

the utility of a product refers to
that quality of the product which
makes it suitable for a variety of
uses.
 Durability and Convenience

Durability of the Product: Many

products are bought by the people
only on the basis of their
durability.

Convenience of the product:

Many products are bought by the
people because they are more
convenient to them.
 Patronage Motive
Patronage buying motives refers to
those considerations or reasons which
prompt a buyer to buy the product
wanted by him from a particular shop
in preference to other shops.
They are of two types:
a) Emotional patronage buying
motives.
b) Rational patronage buying
motives.
 Emotional Patronage Buying Motives
When a buyer patronises a shop without
applying his mind or without reasoning, he is
said to have been influenced by emotional
patronage buying motives.
Emotional patronage buying motives include
the following:
a) Appearance of the shop
b) Display of goods in the shop
c) Recommendation of others
d) Imitation
e) Prestige
f) Habit
 Rational Patronage Buying Motives
When a buyer patronises a shop after careful
consideration he is said to have been influenced by
rational patronage buying motives.
Rational patronage buying motives include the
following:
a) Convenience
b) Low price charged by the shop:
c) Credit facilities offered
d) Services offered
e) Efficiency of salesmen
f) Wide choice
g) Treatment
h) Reputation of the shop
 Survey on Buying Motives
We conducted a Survey to Find the most popular reasons why people buy a product.
It consisted of 4 General and 2 Topic - Related Questions.
There were a total of 35 Respondents.
Buying Motives: Rational V/S Emotional
Buying Motives: Males and Females
THEORIES OF SELLING

Right set
AIDAS Buying Value Problem
of Maslow’s Team
model of formula added solving Partnering
circumstan Theory selling
selling theory selling approach
ces theory

Traditional Sales theory Modern sales approaches

 Step 1: Awareness/Attention: The aim of a salesperson is to generate the attention of the prospect

AIDAS MODEL before giving further details of the product. First few minutes are very important for getting the attention of
the prospects.

OF Step 2: Interest: The second step is to generate the interest of the prospect. The salesperson can

SELLING achieve this either by convincing the prospect with his talk or by handling a sample to the prospect, so
that the prospect can use and feel the product in reality

Step 3: Desire: The next step is to waken a strong desire in the prospect’s mind so that he gets ready
to buy the product. While doing so, there is a possibility that the prospect comes up with certain objections
like price objection, product objection, source objection, money objection etc.

Step 4: Action: After elaborating all the three stages, the salesperson should induce the prospect to
place the order. The action of buying the product is not usual and therefore should be induced. Here,
while doing so, the role of the salesperson is very important as well as critical.

Step 5: Satisfaction: After placing the order, a salesperson aims for building customer satisfaction. The
prospect needs the assurance that he has made a right decision and for that the salesperson is required
to assure the prospect that he has indeed taken the right decision

​
 AIDA MODEL OF ADVERTISING: CASE STUDY
Here is a case study showing how an award-winning hairdressing company, Francesco Salon used the model to launch their new salon.

1. Awareness: Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM
campaign to targeted customer groups.
2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work,
as females are loyal if the offer is compelling.
3. Desire: Close to the opening of the new salon, they ran exclusive local launch events which was advertised through local press and social media.
This created a local buzz for 'people wanting an invite' and excited to see the new salon.
4. Action: Clear CTAS were positioned on the Facebook site (call to reserve), the website (call to book) and local advertising (call in to receive
discount or the offer.

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 • Seller-oriented theory: “All the circumstances which led to the sales were appropriate for the
RIGHT SET OF sales to have taken place”

CIRCUMSTANCES • Also known as, Situation Response Theory: If the sales person is successful in securing the

THEORY prospect’s attention, maintaining the interest and inducing the desire to buy the product, the
sales will result.

• Stimuli- Response: This theory is based on the psychological frame “Stimuli-response.”

• Internal and External Factors: External factors are the salesperson and the remarks which he
makes during the sales conversation. External factors are controlled by the salesman himself.
However the internal factors are related to the thinking of the prospect and limited to the
prospect himself, and therefore cannot be manipulated by the salesperson.

“Everything was right for that sale”

Situation= Salesperson with stimuli and appeals

Response=Desire/Sale
 RIGHT SET OF CIRCUMSTANCES THEORY: CASE STUDY
A salesman after securing the attention and interest of Mr. X who is the prospect invites him for a coffee in a nearby shop
where he can be given the sales presentation. Here, the salesman and the invitation to the coffee shop are the external
factors which can be controlled by the salesperson himself.

The internal factors, however, include the thinking of Mr. X, which may not be controlled. The thought process of Mr. X in
this situation can be:
i) To have coffee or not to have coffee.
ii) To have the coffee now or at a later time.
iii) To go out now or not to go out at all.
iv) To go out with the salesman or with someone else

The above mentioned thought processes are internal to the prospect, controlling such internal factors is not possible in
the hands of the salesman.
Therefore, the right set of circumstances theory focuses on the external factors in which the salesman can control himself
and his responses to the prospect. Manipulating the internal factors is out of bound for the salesman.

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 • The buyer’s needs or problems receive major attention, and the
BUYING salesperson’s role is to help the buyer to find solutions.
FORMULA • This theory is put to answer the question: “What thinking

THEORY process goes on in the prospects' mind that causes the decision
to buy or not to buy.”
• The theory is based on the fact that there is a need or a
problem for which a solution must be found which would lead to
purchase decision.
• It is one of the simplest models that includes:
Needs(problem)-solution-purchase
• Outcome of the purchase affects the chance that a continuing
relationship will develop between a buyer and a seller:

Satisfaction/
Need or problem Solution Purchase
Dissatifaction
 BUYING FORMULA THEORY: CASE STUDY
Mr. X’s family is growing and he is facing problem in travelling by a two wheeler with his family. A salesperson provides him a solution by telling him to
purchase a car. Here, the “product” is the “car”. If the salesperson advices him to buy a car of Maruti Suzuki, then the “brand name” here is “Maruti Suzuki”.
The salesperson is required to make sure that the solution he is giving is adequate to the problem and Mr. X feels pleasant while thinking about the car.
Thereafter, Mr. X purchases the car and derives satisfaction by using the car and by building a relationship with the seller. For a salesperson, the answer to
each selling problem lies in the Buying Formula. There can be differences in the answers which again depend on the differences in emphasis placed on the
elements in the formula.

The differences in emphasis placed on the elements in turn, depend on the circumstances, which can be as follows:
● When a prospect does not feel the need or recognize a problem then the emphasis is placed on the need or problem.
● When a prospect does not think of a product/service while thinking about the need or problem, then the salesperson needs to put the emphasis on
the association between the need and product..
● When a prospect does not think of a brand name while thinking about the product/service, then the salesperson needs to put the emphasis on the
association between the brand name and product.
● When the need or problem, product/service, and brand name are well associated then the emphasis is put on facilitating purchase.
● In case of competition the salesperson needs to put the emphasis on developing the adequacy of the product/service or brand name or both and
pleasant feeling around it.

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 • The salespersons, as per this approach collaborate with the buyer and buying

PARTNERING organization and hence treat the buyer as a viable partner.

• This collaboration facilitates the buyer to come up with the best solution.
• A salesperson, in order to position himself as a trusted and caring partner, need
to see things through customer’s eyes rather than being just another seller.
• As a partner, a salesperson must always focus on talking about how the product
or service will make customer’s life better.
• He needs to handle the objections of the customer quickly and simply by telling
them how a particular feature creates a benefit that makes their life better.

Opening the Exploring the Exploring Determine next

Sales Planning
interaction compatibility solutions steps
 PARTNERING THEORY: CASE STUDY
A life insurance agent, in order to sell his policy, becomes the
partner of Mr. Y who is the prospect. He understands the needs
of Mr. Y, and thereby creates a link between the policy and the
benefits. He is looking for a long-term relationship with Mr. Y.
The figure below depicts the relationship of a customer and
seller.

Ed Rigsbee of Rigsbee Enterprises Inc. USA, explained eight

steps that a salesperson should follow in order to become a
good partner of the customer and sell the product. These are:

● Caring
● Knowledge
● Listening
● Questions
SALESPERSON CUSTOMER ● Benefits
● Buying Motives
● Create Urgency
● Close the deal

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 • When the large buyers or buying companies have some
TEAM SELLING complex needs that cannot be satisfied by one individual
THEORY salesperson, the seller goes for team selling.
• This approach benefits the companies as the team members try
to achieve higher level of satisfaction.
• By using this approach, the salesperson can position their
brand name in a better way.
• Thus, a team of salesperson is constituted with knowledge of
various functional areas, who address the complex needs of the
buyers by working in an integrated and coordinated manner

The focus of the salesperson is on the sales

effort, while the support functions are taken care
of by other team members.
 TEAM SELLING THEORY: CASE STUDY
While presenting the product, two technicians and two salespeople make a team and give the presentation,
where technicians explain only the technical part of the product and salespeople take care of other aspects, i.e.,
benefits and uses of the product. The figure below shows that how the salespeople work in a team. While
working in a team, the team members should integrate their mind and work, leading to positive results. The
integration of minds in the team selling approach brings synergy effect and hence brings more credibility.

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VALUE ADDED • A salesperson is required to meet their customer’s expectation.

SELLING • He provides value added services to the buyers while selling

the products
THEORY • The cost of value edition is mostly borne by the company and
rarely adds up to the basic price of the product, and thereby
does not pass on to the customer.
• A seller may add the value to the product by:

Making product handling and storage convenient.

Giving a related product free (E.g: Offering toothbrush free with

the toothpaste)

Making package usable. (E.g: example, selling sugar in a

container)

Extending after sale services

 VALUE ADDED SELLING THEORY: CASE STUDY

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PROBLEM • As per this approach, the salesperson acts as consultant or
problem solver.
SOLVING • Their job is to match their product or services to the specific
THEORY needs of customers.
• It becomes easier for a salesperson to sell the product when he
has the information regarding all the competing brands and
products.
• A sales person, who possesses all the information, plays a role
of a problem solver or consultant.
• He first understands the needs or problems of the prospect and
then suggests a product or offers a solution by referring to a
product that meets all the requirements of the both the buyer and
the seller.
PROBLEM SOLVING THEORY: CASE STUDY

In the figure given, it is shown how a salesperson acts as a

problem solver. Here, few prospects are having some
problems and the salesperson is providing them solutions. A
prospect is having a problem while washing clothes with
hands; the salesperson suggests her to use the washing
machine.
For another prospect there is time shortage problem while
running a semi-automatic machine.
The salesperson solves his problem by telling him to buy a
fully-automatic machine.
Another prospect expresses that she has problem with front
loading fully automatic machine, the salesperson solves the
problem by suggesting her to buy a top loading fully
automatic machine.
Here the salesperson acts as a problem solver, and a
consultant for his prospects.

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 MASLOW’S • Maslow's hierarchy of needs is a motivational theory in
psychology comprising a five-tier model of human needs, often
HIERARCHY depicted as hierarchical levels product within a pyramid.
OF NEEDS • From the bottom of the hierarchy upwards, the needs are:
Physiological (food and clothing),safety (job security), love and
belonging needs (friendship), esteem, and self-actualization.
• Needs at the bottom of the pyramid are basic physical
requirements including the need for food, water, sleep, and
warmth.
• Once these lower-level needs have been met, people can move
on to the next level of needs, which are for safety and security.
• Needs lower down in the hierarchy must be satisfied before
individuals can attend to needs higher up.
 MASLOW’S HIERARCHY OF NEEDS: CASE STUDY
BHAAG MILKHA BHAAG

Physiological Needs - Milkha Singh won his first race in the camp in his craving for Milk his basic need for special diet . His first motivation was
reflected by the twinkle in his eyes on announcement of the rewards of winning the race. which suffices the very base of the pyramid physiological
needs

Security Needs - The real dash of the doyen Milkha begun when he had to run to save his life as per the instructions of his father to save himself in
the riots of 1947 and though scary like hell but still it was a motivation where he had no other option except to win to stay alive for the sense of
Security which according to Maslow’s is another step of motivation.

Social Needs - As a contender for race Milkha instantly feels the need for respect and acceptance among his fellow members when he says, "I want
to wear the coat , as the coat begets the respect from all”. The desire to be called Champion Milkha Singh and to wear the Coat of India and to
further prove himself as an eligible contender and earn the badge pumps him to run in race even after the severe injuries which were result of the
dirty internal rivalry of his competitors.. He thus proves that a strong motivation and desire to win needs no boundaries.

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 MASLOW’S HIERARCHY OF NEEDS: CASE STUDY
Esteem Needs - After the first three needs have been satisfied, esteem needs become increasingly important. These include the needs for things that reflect on self-
esteem, personal worth, social recognition, and accomplishment.

Once Milkha looses the race at Melbourne summer Olympics which gives him a personal dent .rather than moving into the spiral of depression he sets himself a target to
break the record and retrieve the self esteem and accomplishment in his coming race which he successfully did in 1960 summer Olympics at Rome where Singh’s fourth-
place time of 45.73 became the Indian national record and held for almost 40 years. This was followed by many more wins including multiple Gold Medals in Asian
games and Common wreath games.

Self-actualizing needs- This is the highest level of Maslow’s hierarchy of needs. Self-actualizing people are self-aware, concerned with personal growth, less concerned
with the opinions of others, and interested fulfilling their potential. Though Milkha had loads of political pressure but he initially denied to participate in the Peace games
organised in Pakistan but later went there. He went back to his mother land and overcame his internal pain and fear . Shreds the burden and enlightens himself for the
moment and he fights that race for no one else then himself. That's why its said he didn’t ran he flew that day and earned a title of Flying Sikh for himself. And that states
the ultimate motivation of a person can have Self Actualization. This is the highest level of Maslow’s hierarchy of needs. This motivated state of a person makes himself
aware, indifferent with others opinion and focused on fulfilling their potential. According to Maslow once a person reaches this peak of Pyramid he can be in auto
motivated mode.

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Its Time for a QUIZ!!
 Partnering is a technique of:

a. Traditional Sales Approach

b. Modern Sales Approach
c. Both
d. None of the Above
Partnering is a technique of:

Modern Sales Approach

 “D” of AIDAS model refers to:

a. Dedication
b. Detachment
c. Desire
d. Demonstration
“D” of AIDAS model refers to:

Desire
In problem solving approach a salesperson
acts as a:

a. Problem Solver
b. Consultant
c. Both
d. None of the Above
 In problem solving approach a
salesperson acts as:

Both a Problem Solver and a Consultant

 Customers are _______ today.

a. Beggar
b. Seller
c. Queen
d. King
Customers are _______ today.

King
 When the large buyers are having some complex
needs which are different from personnel effort of
selling, then the role of ________ arises.

a. Value Added Selling

b. Team Selling
c. Partnering
d. Problem Solving Approach
When the large buyers are having some complex
needs which are different from personnel
effort of selling, then the role of ________ arises.

Team Selling
Thank You 