4-1
Chapter
4
The Psychology of Selling:
Why People Buy
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4-2
Chapter
4
Why People Buy
Psychological Influences
FABulous Approach to Buyer Need Satisfaction
Determining Important Buying Needs
The Trial Close
SELL Sequence
Buyer’s Perception
Perceptions, Attitudes, and Beliefs
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4-3
Chapter
4
Considering the Buyer’s Personality
Adaptive Selling Based on Buyer’s Style
Classifying Buying Situations
Technology Provides Information
Viewing Buyers as Decision-Makers
Satisfied Customers
To Buy or Not To Buy
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Why People Buy – The Black Box
Approach
4-4
Internalization process is referred to as a black
box
Cannot see into the buyer’s mind
Stimulus-response model
Sales Presentation
Buyer’s Hidden
Mental Process
Sale/No Sale
Stimulus
Black box
Response
Exhibit 4-1: Stimulus-response model of buyer behavior
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What’s Known About Mental
Process
4-5
People buy for practical and emotional reasons
Some of a person’s thoughts can be determined
Some of buyer’s purchase considerations
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4-6
Psychological Influences on Buying
Motivation to buy must be there
Needs result from a lack of something desirable
Wants are needs learned by the person
Economic needs: The best value for the money
The buyer’s need to purchase the most satisfying
product for the money
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Psychological Influences on Buying
cont…
4-7
Awareness of needs: Some buyers are unsure
Conscious need level
Preconscious need level
Unconscious need level
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A FABulous Approach to Buyer
Need Satisfaction
4-8
Stressing benefits is a most powerful selling
technique
FAB selling technique emphasizes benefit selling
Feature
Advantage
Benefit
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4-9
The Product’s Features: So What?
Feature--physical characteristic
Many salespeople emphasize features
Must discuss the product’s advantages as they
relate to the buyer’s needs
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4-10
The Product’s Advantages: Prove It!
Advantage--a performance characteristic
The chances of making a sale are increased by
describing the product’s advantages
How a product can be used
How a product will help the buyer
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The Product’s Benefits: What’s in it
for Me?
4-11
Benefit--a result of advantage
People are interested in what the product will do
for them
Benefits can be both practical and psychological
Benefits should be specific statements, not
generalizations
Emphasizing benefits increases sales
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4-12
Order Can Be Important
Standardized FAB Sequence can be used as
follows
 The…(feature)…means you…(advantage)…with the
real benefit to you being…(benefit)….
Note how a benefit is emphasized
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How to Determine Important Buying
Needs—A Key to Success
4-13
L-O-C-A-T-E
Listen
Observe
Combine
Ask questions
Talk to others
Empathize
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The Trial Close—A Great Way to
Uncover Needs and Sell
4-14
 The trial close asks for an opinion, not a
decision to buy. It gives feedback.
 The trial close is one of the best communication
techniques in the sales presentation
 Trial close helps you to determine
 whether the prospect likes your product’s feature,
advantage, or benefit
 whether you have successfully answered the
objection
whether any objections remain
whether the prospect is ready for you to close the sale
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4-15
Sell Sequence
SELL Sequence
S – Show feature--physical characteristic
E – Explain advantage--performance characteristic
L – Lead into benefit--result of advantage
L – Let customer talk--ask opinion question
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4-16
Your Buyer’s Perception
Perception--how selects, organizes, interprets
information
Selective exposure--only portion of information used
Selective distortion--perceptual process may alter
information
Selective retention--may remember only what
supports their attitudes and beliefs
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4-17
Perceptions, Attitudes, and Beliefs
Perceptions are learned
Learning--knowledge based on past
Attitude--learned predispositions
 Belief--trust or confidence placed in
something/someone
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The Buyer’s Personality Should Be
Considered
4-18
Personality can be viewed as the individual’s
distinguishing character traits, attitudes, or
habits
Self-concept
Real self
Self-image
Ideal self
Looking-glass self
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Adaptive Selling Based on Buyer’s
Style
4-19
Personality typing
Adapt your presentation to the buyer’s style
Thinker style
Intuitor style
Feeler style
Senser style
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4-20
You Can Classify Buying Situations
Some decisions are routine
Some decisions are limited
Some decisions are extensive
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4-21
Technology Provides Information
Technology provides
information for customer
decision making and
service
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4-22
View Buyers as Decision-Makers
Five basic steps in the buying decision
Need arousal
Collection of information
Information evaluation
Purchase decision
Postpurchase:
Satisfaction
Dissonance
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Satisfied Customers are Easier
to Sell
4-23
It is easier to sell to a
customer than to a
stranger
Building a relationship
is important to a
salesperson’s success
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To Buy or Not To Buy—A Choice
Decision
4-24
Salesperson needs to understand
factors that can influence the buying decision
buyers actually examine various factors that
influence these decisions
buyers actually go through various steps in making
decisions
how to develop a sales presentation that
persuades buyers to purchase
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4-25
Summary of Major Selling Issues
As a salesperson, be knowledgeable
Understand the characteristics of the target
market and how these characteristics relate
to the buyer’s behavior
The individual goes through various steps
in the three buying situations of routine
decision making, limited decision making,
and extensive decision making
Uncover who is involved in the buying
decision and the main factors that
influence the decision
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Summary of Major Selling Issues
cont…
4-26
Psychological factors include the buyer’s
motives, perceptions, learning, attitudes, beliefs,
and personality
Not all prospects will buy your products due to
the many factors influencing their buying
decision
Need to uncover buyers’ needs, solve buyers’
problems, and provide the knowledge that
allows them to develop personal attitudes
toward the product
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4-27
Thank You So Much For Your Patient &
Respect
QUESTIONS or COMMENTS!!!!
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