PERSONAL SELLING
CHAPTER 2
THE CUSTOMER AND THE BUYING PROCESS
ORDER OF SELLING
● A salesperson should have a format or process when
selling to customers
● Start off with the features of the product, name the
main advantages and the benefits of the product
● The process will need to be adapted for every situation
● Prospective customers must be given the opportunity
to ask questions or query any benefits- Sales person
must look out for a signal that the customer is ready to
buy and go for a trial close
DETERMINING CUSTOMER NEEDS (CONT…)
Consumer motivation
Beauty
● Maslow hierarchy of needs
Self actualisation Knowledge and understanding
Self-esteem Achievement
Respect and self-respect
Belongingness and social
Friendship and love
Safety needs
Physical and financial security
Basic physiological needs
Food, water, rest and shelter
TYPES OF MOTIVES
Latent and manifest motives
● Manifest motives: willing to admit and know about (feels
comfortable, easy to buy)
● Latent motives: reluctant to admit and do not always
know about (I feel sexy in them, shows I have money)
FACTORS THAT INFLUENCE THE BUYING
DECISION
● Decision is based on how significant the
purchase is.
● Routine decision making is applied when
consumers purchase low involvement products
such as petrol bread and milk
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Social and cultural factors
● External forces include culture and social factors.
● That has an influence on buying behavior.
The family unit
√ Table 2.1 not ideal since stage in family life cycle changed (divorce, AIDS)
√ Table 2.2 family role behavior
Gatekeeper, Influencer, Decider, Buyer, User
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Social class
√ Social classes are not just based on income but also on
a consumer’s occupation, wealth, income and education
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Buyer demographics, psychographics and personality
√ Demographics are the size, structure and distribution of
a population.
√ Census = help predicts future trends and developments.
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Buyer demographics, psychographics and
personality( cont…)
It is important to know:
■ How population make up is changing
■ How people are spending their financial resources
■ What products and services they prefer
■ How people choose their friends
■ How people support social programs
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Buyer demographics, psychographics and
personality( cont…)
√ People also are influenced by their socio-psychological
make up; lifestyle, personal values.
√ Psychographics: how consumers work, play and live.
√ Lifestyle is “how one lives”
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Buyer demographics, psychographics and
personality( cont…)
√ Products that communicate self-concept has 3
characteristics:
■ Visibility: can be seen being used
■ Variability: time and money to own product
■ Personalisability: image
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Culture
Culture is sociologically as the values, beliefs,norms and
practices, and material objects that together form a
peoples way of life.
Essentials of culture is:
■ It is learned
■ Adaptive and changes
■ Reflects certain factors
■ It is both abstract and material
FACTORS THAT INFLUENCE THE CUSTOMER
BUYING DECISION (CONT…)
Culture (cont…)
Characteristic influenced by culture:
■ Communication and language
■ Dress and appearance
■ Food and eating habits
■ Time and time consciousness
■ Relationships
■ Values and norms
■ Beliefs and attitude
■ Mental process and learning
■ Work habits and practices