Introduction
Buying motives are the reasons why a customer decides to buy a product or service. In personal selling, understanding buying motives is extremely important because it helps the salesperson to approach the customer in the right way. When a salesperson knows what motivates the customer, they can offer the most suitable product, address concerns, and increase the chances of making a sale.
What are Buying Motives?
Buying motives are the internal or external forces that drive a person to make a purchase. These motives can be emotional, rational, social, or psychological. They influence the behavior of the buyer and help in the decision-making process.
Types of Buying Motives
There are mainly two types of buying motives:
1. Emotional Motives
These are based on feelings and emotions like love, fear, pride, and desire. For example, a person may buy a gift for their child out of love.
2. Rational Motives
These are based on logical thinking and analysis. Customers consider the price, quality, durability, and usefulness of a product.
Other Common Motives Include:
- Security: Buying insurance or home locks
- Comfort: Buying an air conditioner or comfortable shoes
- Prestige: Buying branded clothes or luxury cars
- Health: Buying organic food or gym equipment
Importance of Buying Motives in Personal Selling
1. Helps in Identifying Customer Needs
By understanding buying motives, the salesperson can quickly identify what the customer is looking for and offer the right product or service.
2. Customizes the Sales Approach
If a customer is motivated by comfort, the salesperson can highlight soft features. If motivated by price, then focus on cost-saving benefits.
3. Builds Better Customer Relationships
When a salesperson connects with the customer’s personal motives, it builds trust and emotional connection.
4. Increases Chances of Closing the Sale
A salesperson who targets the right motive has a better chance of convincing the customer to buy.
5. Helps in Handling Objections
Understanding motives allows the salesperson to tackle objections effectively. For example, if a customer says the product is expensive, the salesperson can highlight its durability or quality.
6. Encourages Repeat Business
When customers feel that the salesperson understands them, they are more likely to return for future purchases.
Example
A student wants to buy a laptop. If the salesperson identifies that the student is motivated by performance and price, he can highlight features like fast processing speed and affordable pricing. This is better than simply listing all features without understanding the need.
Steps to Identify Buying Motives
- Ask questions to understand what the customer needs
- Observe the customer’s body language and reactions
- Listen carefully to what the customer says
- Relate the product benefits to customer needs
Conclusion
Buying motives are the foundation of every sale. A successful salesperson in personal selling understands what drives the customer and uses that knowledge to present the product in a way that appeals to them. Recognizing and using buying motives can turn a simple conversation into a successful sale and create long-term customer satisfaction.