1.03: Learning Guide

Determine whether the following items are needs?

• The latest iPhone

• Dog Food For Your New Puppy

• A new roof for your house after a bad storm

• A daily cup of coffee

People buy goods and services to satisfy their individual needs and wants.

• True

• False

What are buying motives?

• Reasons or benefits that cause prospects satisfy their needs and wants

• Buying Things That Motivate You

• Motivating People To Buy Things From You

• A Salesperson Trying To Motivate You To Purchase Something

What impact do rational buying motives have on prospects’ buying decisions?

• They have no impact on prospects’ decisions
• They only appeal to prospects’ emotions
• They confuse prospects and lead to indecision
• Motives drive prospects to make purchases on the basis of reason, judgment,
  or logic.

Why do business customers normally base their buying decisions on rational buying motives?

• To support a charity
• Because they are always in search of ways to reduce expenses and increase profit.

• To fulfill their emotional desires
• Because they want to impress their friends

What impact do emotional buying motives have on prospects’ buying decisions?

• They have no impact on prospects' buying decisions
• They only impact a small percentage of prospects' buying decisions
• They can cause prospects to make rational buying decisions
• Drive prospects to make purchases based on their feelings, emotions,
  or impulses.

What impact do patronage buying motives have on customers’ buying decisions?

• It influences customers' buying decisions by creating a sense of loyalty and emotional connection to a brand or business.
• It causes customers to prioritize price over brand loyalty
• It leads to customers making more rational and logical buying decisions
• It has no impact on customers' buying decisions

Explain the role of the dominant buying motive.

• It has no impact on the customer's decision-making process
• It only affects the sales strategies of businesses, not marketing
• It is only relevant for certain types of products, not all
• It influences the customer's decision-making process and can be used by businesses to tailor their marketing and sales strategies.

Why do salespeople need to determine customer buying motives?

• To make the customer feel uncomfortable
• To ignore customer needs and preferences
• To understand customer needs and preferences
• To waste time and effort

How do salespeople determine buying motives?

• By guessing randomly
• By understanding the customer's needs, desires, and pain points through effective communication and active listening.
• By pressuring the customer into buying
• By ignoring the customer's needs