By Maggie Shutts

• Salespeople often use terms such as Features to help describe the product to the customer. Customers also want benefits.
• Features- physical characteristics or capabilities of a product
• Benefits- the advantages the could result from features.

Buying Motives
Maslow’s Hierarchy of Needs

Physiological



Food
Water
Shelter
Safety or Security
 Phyiscal and mental security
 Once physiological needs are met safety needs emerge

Social
 Desire to be accepted
 Social Acceptance
Esteem
 Are met by being accepted for contributions made to a group.

 Result from a desire within all of us to reach our ultimate level of potential.

 Rational Buying Motives
 Rational buying decisions are based on the customers’ logical reasoning.
 Emotional Buying Motives
 Emotional buying motives are based on the desire to have a specific product or service.

 Def. –emphasizes the relationship between the salesperson and buyer.
 The salesperson must spend time with the buyer with out expecting of making a sale every time.

The Seller should be able to tell you…
 Where the prospect is currently purchasing the product or service they are selling
 How the purchasing decisions are made at the prospect’s company
 Whether anyone decisions are made at the prospect’s company
 Whether the prospect’s company has ever bought form your company( if you have a business)
 How long the prospect has been with his or her company before buying to build trust with the sales person.

 They should use open- ended questions to help them find the knowledge from the customer to undstand better the type of product that is what they are looking for.
 They also should listen more than they talk .
 Stop talking
 Look at customer
 Leave your emotions behind
 Aviod jumping to conclusions
 Focus on the main points the customer is making