400 likes | 414 Views
Explore the steps of the buying decision process, from need recognition to post-purchase evaluation. Understand the roles of information search, examining alternatives, choosing the best, and post-purchase considerations. Key components include customer needs discovery, information gathering, alternative assessment, and post-buying reflection. Adopt a strategic sales approach to meet client needs effectively and enhance customer satisfaction.
E N D
___________________ ______________________________________ ______________________________________ ___________________ ___________________ ___________________ ___________________ _________________________________________________________ ___________________ ___________________ The Buying Decision Processv. Key Selling Components
The Buying ProcessStep 1: Need Recognition • When customers feel a need strongly enough, • they will aggressively • ______________________ • Often customers are not aware they have a problem or need • __________________________ Create or Discover Needs? Discover
The Buying Process Step 2: Information Search • Once a need is felt, customers look for information • about their • ___________________________________________ • Customers use a variety of information sources • Media • Public contacts • Personal contacts • Professional experts
The Buying Process Step 3: Examine Alternatives What are we selling in our selling process? • _______________________ • _______________________ • _______________________ • How long the search will last or how many alternative will be considered depends on many factors • ________________________ • or the associated _____________ • dictates how much ________________________ or conscious involvement there will be in the purchase decision.
Examine Alternatives “Blind” evaluations of product performance are fairly rare • Product and performance are important in the decision, but so are • The trust and credibility of the _____________________ • brand and service of the ______________ • The reputation of the _________________
The Buying Process Step 3: Examine Alternatives • Usual steps Salesperson attributes (ourselves) • ________________________________________________________________________________________________ Store, company & brand • ________________________________________________________________________________________________ Product • ________________________________________________________________________________________________
OURSELVES • Toward relationship marketing • Creating confidence through: ________________________________________________________________________________________________ • Positioning yourself as the “GO-TO” person for future business
COMPANY • Qualifications of the company to satisfactorily deliver the products/services proposed. • Build on: ____________________________________________________________________________________________________________________________________________________________________ • Emphasize company’s unique ability to meet client’s needs.
PRODUCT/SERVICE • Know the customer’s needs • Communicate how product/service will meet these needs • ____________________________________________ • FEATURES: attributes of the product/service; physical, service dimensions, warranty. Follow-up • BENEFITS: ways features are translated into VALUE for the client • _______________________________________________
The Buying Process Step 4: Choose Best Alternative • After the customer • Perceives the ________________ • (You have _________________________________________________ • Acquires adequate information • Analyzes alternatives • he/she is ready to make a ____________
Choice • This may be a difficult process • Buyers may not feel comfortable __________________ • May be a time of intense ______________ • Contract terms and conditions will play a role • Engineers may be involved in complex designs • Discussions may include ________________________________________
The Buying Process Step 5: Post Purchase Evaluation • After a decision is made • the customer often begins to worry • “Did I do the right thing?” • “Should I have looked around more?” • “Did I get a good deal?” • After the sale, ______________________________________ • (Dissonance is a gap between expected and actual results) • This is sometimes called • “________________________________”
Adoption of Technology (Q3Ch5) • Adoption refers to the process by which new technologies or ideas are embraced, accepted and ___________________________________ • Understanding how your customer considers and adopts new ideas can be very important to the • __________________________
Innovators • Innovators - First 2.5% to adopt . . . • ___________________________ • to try an untried brand or idea • ____________________________ • See themselves as _____________________________ • Frequently read research publications • Well educated • Approach to problem solving is • ___________________________ • Able to deal with • ___________________________
Early Adopter • Early Adopters -- the next 13.5% to adopt • ______________________ • to try a new idea or technology • ______________________ • to embrace a new product or idea • Refer to themselves as “one of the first” • ______________________ • Stay up to date with • _________________________________
Early Majority • Early Majority -- next 34% to adopt • ________________________________ • to try a new idea or technology • Jump aboard ship when there is • _______________________________ • _________________________________ • Have many contacts in the community
Late Majority • Late Majority -- Next 34% to pick up the idea • Attitude is • ________________________________ • _______________________________ • about new ideas • Tend to be Less well-read & • _________________________________ • Rely more on • _________________________________ • Travel outside community • _________________________________
Laggards • Laggards, the last 16% to adopt a new idea • ___________________________ • ___________________________ • Less well read & • _____________________________ • ___________________________ • In leadership roles? • _____________________________ • Community groups? • _____________________________
Opinion Leaders • A customer (potential) _______________________________________ • They are easy to find but _______________________________________ • They can _______________________________________ They are found on the boards of directors of industry organizations, cooperatives, school boards, and churches
Brad, Cargill Ag Horizons Opinion Leaders _____________________________ _________________________ ______________________________________________
“DISCing” to Understand Consumer Behavior How the customer deals with … • Dominance ___________________________________________ • Influence ___________________________________________ • Steadiness ___________________________________________ • Compliance ___________________________________________
However, each individual tends to have _____________________________________________________ Behavioral Styles Each of us is a blend of all four types of behavior, as is each customer
Behavioral Styles • Dominance describes an individual’s approach to getting results and solving problems • High dominance people want to solve problems _________________________________ • Low dominance people tend to solve problems in a more ________________________________________________________________________
Behavioral Styles Influencedescribes a person’s approach to people and emotions • High influence people tend to be _____________________________________________ • Low influence people are _____________________________________________
Behavioral Styles Steadinessdescribes the preferred pace each person follows in their social and work environment High steadiness people prefer an environment that is more ____________________________________________________ Low steadiness people represent the classic __________________________
Behavioral Styles Compliancedescribes a person’s ability to be comfortable with rules High compliance people • Have no problem ___________________________________________ • Expect others to ______________________ Low compliance people • Like to work ________________ • See rules as __________________
Buyer Types • ____________________ • ____________________ • ____________________ • Each type is within each individual.
The Relationship Buyer • __________________ • __________________ • Trusts sources __________________ • Don’t need to __________________ • Like ___________________
Economic/price • Always _________________ • Compare ____________________ • React ___________________ • Service ____________________ • _____________________ • Rely on __________________________ sources • _______________________
Business/value • Combines the _______________________________ • ____________________________ • ____________________________ • ____________________________ • Has ________________________ • _____________________shopper • Considers _______________________________ • we all think this is us!
Remember The Buying Process Step 2: Information Search • Relationship buyer … Bases decision on word of _______________________________________________________ Sales process short with trust! • Economic/price buyer … Two searches; • __________________________________________________ • __________________________________________________ • Business/value … New large purchases will take a _____________________________
David Gress, Sales PersonAudio/Video clip sponsored by the Barnhart Fund for Excellence PERSONALITY TYPES ______________________ ______________________ ______________________
In Charge! Quiet or shy Personal/friendly ________________ ________________ ________________ BUYER PERSONALITY TYPES
Indicators of Assertiveness 6-35 McGraw-Hill/Irwin
Indicators of Responsiveness 6-36 McGraw-Hill/Irwin
__________________ ____________________________________ __________________ ____________________________________ In Charge! Economic/price or Business Value Quiet or shy Personal/friendly Relationship MORE BUYER PERSONALITY TYPES
Familiarity Classes for Buying • ________________________ No knowledge of the product Much effort should go into the purchase • ________________________ Change in existing product, price or supplier • ________________________ Renewals – the customer loyalty goal.