Selling Products and Services
Advanced
Marketing

Objective- Tues: Feb 2nd: #109- Buying motives of businesses as
bases for sales presentations

#110- Analyze methods in developing long-term relationships

#111- Explain key factors in building and retaining a clientele

#112- Analyze innovative customer service through use of case
studies
Understanding Buying Motives

Combination of facts and emotional state that leads to purchasing

Urge or motive to satisfy a need or desire that makes people buy

Behind every purchase there is a buying motive

Must understand and determine buying motive for sales
presentation

Presentation developed strategically to meet buying needs

Match product benefits to buyer’s true motive

Essential in Business to Business as well as Business to Consumer Sales
Types of Buying Motives
Emotional
Physical
Rational
Patronage
Maslow’s Hierarch of Needs
SelfActualization
Self-Esteem
Social
Safety and Security
Physiological
Morality; Creativity; Problem Solving; Lack
of Prejudice;
Confidence; Achievement;
Respect of Others; Respected by
Others
Friendship; Family;
Intimacy
Friendship; Family;
Intimacy
Food; Water; Basics
to Survive
Emotional Buying Motives
Based on feelings or passions
Pride
Jealousy
Vanity
Fashion/Imitation
Love and Affection
Comfort
Praise
Physical Buying Motives
Based on Physical Benefits
Performance
Appearance and Physical Properties
Taste
Packaging
Rational Buying Motives
Based on logic and reasoning
Safety or Fear
Suitability
Durability
Economy
Convenience
Profitability
Versatility
Recreation
Hobbies
Patronage Buying Motives
Motive that drives customer to particular business
or company
Competence of salesperson
Superior Service- leads to loyalty
Selection and variety
Basic Decisions Businesses Consider

Trust of Salesperson(Credible and Concerned about Welfare of
Customer)

Trust of Company (Reputation and History of Performance)

Product and Service ( Is product needed)

Price VS. Value (How compares to competition; Value; Cost of NOT
buying)

Timing to Make Purchase (must meet timing needs of customer)
Buying Motives of Business to Business
Customer

Desire for Financial Gain

Fear of Financial Loss

Comfort and Convenience

Security and Protection

Pride of Ownership

Satisfaction of emotion
Class Assignment

Students work with a partner to complete this assignment during the class
block.

Discuss and then identify the top buying motives for The Falcons’ Nest
when making business to business purchases for our store

Next, discuss and then identify the top buying motives of our customers
who shop in The Falcons’ Nest.

Prepare a PPT presentation that identifies these buying motives and
identify how salespeople for the Falcons’ Nest can prepare and best meet
the needs of our customers buy understanding and meeting those buying
motives.
#111- Key Elements in Building
Clientele
 What
is Clientele?
Clients or customers!
How to Develop Clientele
(Business to Business)

Company Leads- leads within other
departments the business

External Sources- (networking/trade
organizations; purchase lists of businesses;

Personal Sources- friends and family

Cold Calls- stop in to a business to introduce
yourself
How To Develop Clientele
Business to Consumer

Get Personal- communicate with your customers!

Learn About Your Customer- continue conversation after transaction;
get to know customer; conduct research

Live for Customer Complaints- use negative feedback as a way to
improve relationship with customer

Stay in Regular Contact- email; social media

Build Trust- demonstrate you can be trusted; compassion; honesty

Practice In-Bound Marketing- blogs, feedback channels

Build Customer Service!
Class Activity
Working in a small group, research THREE tactics that a
retail business has used to build clientele. Prepare a PPT
presentation to share out with your peers in class next
class period. Be detailed: Identify the top three tactics
your selected; identify the company or companies ho
have used these tactics; explain the tactic; provide
examples of how the tactics are implemented and why
they were successful; Select one of those three that you
would recommend for use in the Falcons Nest and explain
HOW we can implement.