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CHAPTER 3

CHAPTER 3. UNDERSTANDING CUSTOMER;PSYCHOLOGY OF SELLING. 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

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CHAPTER 3

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  1. CHAPTER 3 UNDERSTANDING CUSTOMER;PSYCHOLOGY 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 CUSTOMER’S NEEDS RELEVENT

  5. DETERMINE BUYER’S 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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