Why Do
Customers
Buy?
• Customer Buying Motives
– Rational
• Conscious, logical reason for a purchase
• Rational motives include product dependability, time or
monetary savings, health or safety considerations, service,
and quality.
– Emotional
• A feeling experienced by a customer through association
with a product.
• Social approval, recognition, power, love, or prestige.
– Product/Patronage
Customer
Decision
Making
Some customers need no help from salespeople, and
others require significant time and effort. The difference
lies in the 3 distinct types of decision making.
• Routine- person needs little or no info about a product, perceived risk
is low because product is inexpensive, bought frequently, or satisfaction is
high.
• Limited- used when a person buys goods and services that he or she
has purchased before but not regularly. Moderate degree of perceived
risk (2nd car, furniture, vacation, household appliances)
• Extensive- used when there has been little or no previous experience,
have a high degree or perceived risk (first home)
Activity
• Assume the role of a hotel/property sales manager. A
conference planner is planning a conference with many
millennial (enter your generation) attendees.
• Prepare a presentation (using PowerPoint or Prezi) to tell why
your property would be ideal to host the generation you
chose.
• Research a property that would match your customer profile.
**Look back at your questions.
• Don’t forget to include pictures and features and benefits of
the property. Why would they benefit your customer?
Sales Presentation Rubric
Give a summary of generation and tell why
your property’s features would match the
customer. Remember this is a sales
presentation!
10
**Include a detailed property description
including logo/branding, pictures,
accommodations.
Includes 5 features and benefits of the
property.
10
Visual Aid summarizes the research of a
unique property that matches the generation.
10
Effort/Creativity
10
Grammar/Spelling/Overall Look
10
Presentation Time/Tone/Effort/Sales Pitch
*Remember you are the property manager.
50
TOTAL
100