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UNDERSTANDING CUSTOMER;PSYCHOLOGY OF SELLING

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chapter 3 understanding customer;psychology of selling buyer-seller relationship add value to selling concepts understand why people buy (black box ) satisfy needs ... – PowerPoint PPT presentation

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Title: UNDERSTANDING CUSTOMER;PSYCHOLOGY OF SELLING


1
CHAPTER 3
  • UNDERSTANDING CUSTOMERPSYCHOLOGY OF SELLING

2
BUYER-SELLER RELATIONSHIP
  • ADD VALUE TO SELLING CONCEPTS
  • UNDERSTAND WHY PEOPLE BUY (BLACK BOX )
  • SATISFY NEEDS( ECONOMIC NEEDS,FUNCTIONAL
    NEEDS,SITUATIONAL NEEDS,SOCIAL NEEDS,PSYCHOLOGICAL
    NEEDS,KNOWLEDGE NEEDS
  • CONSCIOUS,PRECONSCIOUS AND UNCONSIOUS NEED LEVELS

3
TYPES OF BUYERS
  • CONSUMER MARKETS AND BUSINESS MARKETS
  • CHARACTERISTICS OF BUSINESS MARKET
  • CONCENTRATED DEMAND,DERIVED DEMAND,DEMAND
    FLUCTUATION(ACCELERATION PRINCIPLE),MULTIPLE
    BUYING INFLUENCES,PURCHASING PROFESSIONALS,CLOSE
    BUYER-SELLER RELATIONSHIP

4
BENEFIT SELLING(FAB APPROACH)
  • A PRODUCT FEATURE
  • A PRODUCT ADVANTAGE
  • A PRODUCT BENEFIT
  • SEE EXAMPLES PAGE 89
  • IDENTIFICATION OF BENEFIT TO SATISFY CUSTOMERS
    NEEDS RELEVENT

5
DETERMINE BUYERS NEEDS
  • L O C A T E (P92)
  • LISTEN
  • OBSERVE
  • COMBINE
  • ASK QUESTIONS
  • TALK TO OTHERS
  • EMPATHIZE

6
USE OF TRIAL CLOSE
  • S E L L SEQUENCE
  • SHOW FEATURE
  • EXPLAIN ADVANTAGE
  • LEAD INTO BENEFIT
  • LET CUSTOMER TALK
  • EXIBIT 3-7 P95

7
CONSUMER BUYING DECISION PROCESS
  • UNDERSTAND FACTORS INFLUENCING BUYING
    PROCESS(PERSONAL,PSYCHOLOGICAL AND SOCIAL)
  • BUYERS PERSONALITY STYLE RELEVENT(EXIBIT 3-9 P
    101)
  • IMPORTANCE OF RESEARCH AND INFORMATION GATHERING

8
BUSINESS BUYING ENVIRONMENT
  • BUYING PROCESS MORE RATIONAL
  • RECOGNIZE PROBLEM OR NEED
  • DETERMINATION OF CHARACTERISTICS OF ITEM AND
    QUANTITY
  • DESCRIPTION OF THE PRODUCT
  • SEARCH FOR POTENTIAL SOURCE ACCEPT PROPOSALS
  • ANALYZE AND EVALUATE PROPOSALS

9
  • SELECTION OF ORDER ROUTINE
  • PERFORMANCE FEEDBACK AND EVALUATION
  • INITIATE RELATIONSHIP IN PAHSE 1
  • DEVELOP RELATIONSHIP IN PHASE 2
  • ENHANCE RELATIONSHIP IN PHASE 3

10
TYPES OF BUSINESS BUYERS
  • AMIABLES(RELATIONSHIP ORIENTED,SLOW PACED)
  • EXPRESSIVES(RELATIONSHIP ORIENTED,FAST PACED)
  • ANALYTICALS(TASK ORIENTED,SLOW PACED)
  • DRIVERS(TASK ORIENTED,FAST PACED)

11
CURRENT DEVELOPMENT IN PURCHASING
  • INCREASING USE OF INFORMATION TECHNOLOGY
  • RELATIONSHIP EMPHASIS ON COOPERATION AND
    COLLABORATION
  • INCREASED OUTSOURCING
  • TARGET PRICING
  • IMPORTANCE OF KNOWLEDGE AND CREATIVITY
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