1 / 40

The Buying Decision Process v. Key Selling Components

Explore the steps of the buying decision process, from need recognition to post-purchase evaluation. Understand the roles of information search, examining alternatives, choosing the best, and post-purchase considerations. Key components include customer needs discovery, information gathering, alternative assessment, and post-buying reflection. Adopt a strategic sales approach to meet client needs effectively and enhance customer satisfaction.

aaronj
Télécharger la présentation

The Buying Decision Process v. Key Selling Components

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ___________________ ______________________________________ ______________________________________ ___________________ ___________________ ___________________ ___________________ _________________________________________________________ ___________________ ___________________ The Buying Decision Processv. Key Selling Components

  2. The Buying ProcessStep 1: Need Recognition • When customers feel a need strongly enough, • they will aggressively • ______________________ • Often customers are not aware they have a problem or need • __________________________ Create or Discover Needs? Discover

  3. The Buying Process Step 2: Information Search • Once a need is felt, customers look for information • about their • ___________________________________________ • Customers use a variety of information sources • Media • Public contacts • Personal contacts • Professional experts

  4. The Buying Process Step 3: Examine Alternatives What are we selling in our selling process? • _______________________ • _______________________ • _______________________ • How long the search will last or how many alternative will be considered depends on many factors • ________________________ • or the associated _____________ • dictates how much ________________________ or conscious involvement there will be in the purchase decision.

  5. Examine Alternatives “Blind” evaluations of product performance are fairly rare • Product and performance are important in the decision, but so are • The trust and credibility of the _____________________ • brand and service of the ______________ • The reputation of the _________________

  6. The Buying Process Step 3: Examine Alternatives • Usual steps Salesperson attributes (ourselves) • ________________________________________________________________________________________________ Store, company & brand • ________________________________________________________________________________________________ Product • ________________________________________________________________________________________________

  7. OURSELVES • Toward relationship marketing • Creating confidence through: ________________________________________________________________________________________________ • Positioning yourself as the “GO-TO” person for future business

  8. COMPANY • Qualifications of the company to satisfactorily deliver the products/services proposed. • Build on: ____________________________________________________________________________________________________________________________________________________________________ • Emphasize company’s unique ability to meet client’s needs.

  9. PRODUCT/SERVICE • Know the customer’s needs • Communicate how product/service will meet these needs • ____________________________________________ • FEATURES: attributes of the product/service; physical, service dimensions, warranty. Follow-up • BENEFITS: ways features are translated into VALUE for the client • _______________________________________________

  10. The Buying Process Step 4: Choose Best Alternative • After the customer • Perceives the ________________ • (You have _________________________________________________ • Acquires adequate information • Analyzes alternatives • he/she is ready to make a ____________

  11. Choice • This may be a difficult process • Buyers may not feel comfortable __________________ • May be a time of intense ______________ • Contract terms and conditions will play a role • Engineers may be involved in complex designs • Discussions may include ________________________________________

  12. The Buying Process Step 5: Post Purchase Evaluation • After a decision is made • the customer often begins to worry • “Did I do the right thing?” • “Should I have looked around more?” • “Did I get a good deal?” • After the sale, ______________________________________ • (Dissonance is a gap between expected and actual results) • This is sometimes called • “________________________________”

  13. Adoption of Technology (Q3Ch5) • Adoption refers to the process by which new technologies or ideas are embraced, accepted and ___________________________________ • Understanding how your customer considers and adopts new ideas can be very important to the • __________________________

  14. Innovators • Innovators - First 2.5% to adopt . . . • ___________________________ • to try an untried brand or idea • ____________________________ • See themselves as _____________________________ • Frequently read research publications • Well educated • Approach to problem solving is • ___________________________ • Able to deal with • ___________________________

  15. Early Adopter • Early Adopters -- the next 13.5% to adopt • ______________________ • to try a new idea or technology • ______________________ • to embrace a new product or idea • Refer to themselves as “one of the first” • ______________________ • Stay up to date with • _________________________________

  16. Early Majority • Early Majority -- next 34% to adopt • ________________________________ • to try a new idea or technology • Jump aboard ship when there is • _______________________________ • _________________________________ • Have many contacts in the community

  17. Late Majority • Late Majority -- Next 34% to pick up the idea • Attitude is • ________________________________ • _______________________________ • about new ideas • Tend to be Less well-read & • _________________________________ • Rely more on • _________________________________ • Travel outside community • _________________________________

  18. Laggards • Laggards, the last 16% to adopt a new idea • ___________________________ • ___________________________ • Less well read & • _____________________________ • ___________________________ • In leadership roles? • _____________________________ • Community groups? • _____________________________

  19. Opinion Leaders • A customer (potential) _______________________________________ • They are easy to find but _______________________________________ • They can _______________________________________ They are found on the boards of directors of industry organizations, cooperatives, school boards, and churches

  20. Brad, Cargill Ag Horizons Opinion Leaders _____________________________ _________________________ ______________________________________________

  21. “DISCing” to Understand Consumer Behavior How the customer deals with … • Dominance ___________________________________________ • Influence ___________________________________________ • Steadiness ___________________________________________ • Compliance ___________________________________________

  22. However, each individual tends to have _____________________________________________________ Behavioral Styles Each of us is a blend of all four types of behavior, as is each customer

  23. Behavioral Styles • Dominance describes an individual’s approach to getting results and solving problems • High dominance people want to solve problems _________________________________ • Low dominance people tend to solve problems in a more ________________________________________________________________________

  24. Behavioral Styles Influencedescribes a person’s approach to people and emotions • High influence people tend to be _____________________________________________ • Low influence people are _____________________________________________

  25. Behavioral Styles Steadinessdescribes the preferred pace each person follows in their social and work environment High steadiness people prefer an environment that is more ____________________________________________________ Low steadiness people represent the classic __________________________

  26. Behavioral Styles Compliancedescribes a person’s ability to be comfortable with rules High compliance people • Have no problem ___________________________________________ • Expect others to ______________________ Low compliance people • Like to work ________________ • See rules as __________________

  27. Buyer Types • ____________________ • ____________________ • ____________________ • Each type is within each individual.

  28. Key Decision Preferences for Buyer Types

  29. The Relationship Buyer • __________________ • __________________ • Trusts sources __________________ • Don’t need to __________________ • Like ___________________

  30. Economic/price • Always _________________ • Compare ____________________ • React ___________________ • Service ____________________ • _____________________ • Rely on __________________________ sources • _______________________

  31. Business/value • Combines the _______________________________ • ____________________________ • ____________________________ • ____________________________ • Has ________________________ • _____________________shopper • Considers _______________________________ • we all think this is us!

  32. Remember The Buying Process Step 2: Information Search • Relationship buyer … Bases decision on word of _______________________________________________________ Sales process short with trust! • Economic/price buyer … Two searches; • __________________________________________________ • __________________________________________________ • Business/value … New large purchases will take a _____________________________

  33. David Gress, Sales PersonAudio/Video clip sponsored by the Barnhart Fund for Excellence PERSONALITY TYPES ______________________ ______________________ ______________________

  34. In Charge! Quiet or shy Personal/friendly ________________ ________________ ________________ BUYER PERSONALITY TYPES

  35. Indicators of Assertiveness 6-35 McGraw-Hill/Irwin

  36. Indicators of Responsiveness 6-36 McGraw-Hill/Irwin

  37. Responsive/Assertive

  38. Cues for Recognizing Social Styles

  39. __________________ ____________________________________ __________________ ____________________________________ In Charge! Economic/price or Business Value Quiet or shy Personal/friendly Relationship MORE BUYER PERSONALITY TYPES

  40. Familiarity Classes for Buying • ________________________ No knowledge of the product Much effort should go into the purchase • ________________________ Change in existing product, price or supplier • ________________________ Renewals – the customer loyalty goal.

More Related