Buying Motives refer to the most important facts from the customer’s perspective in making a purchase...

Buying Motives refer to the most important facts from the customer’s perspective in making a purchase decision. Buying motives motivate the buyer to make a purchase, and they may be rational or emotional or a combination of both. Rational Motives include economic issues such as quality, cost, service capabilities, and the strategic priorities of the prospect's company. Emotional Motives include fear, status, and ego-related feelings.

Benefits, on the other hand, describe added value for the customer—the favorable outcome derived from a feature. Benefits are the sources of value that address the buyer’s buying motives. Salespeople should present benefits that, at a minimum, address the buyer’s buying motives.

In this activity you will gain experience in selecting benefits that relate to the buyer’s key motives, and learn how to support benefit claims with information and sales support materials. Note that this exercise utilizes the Sales Dialogue and Presentation Planning Template

Using one of the 4 Dale Carnegie training courses as your product and a hypothetical sales prospect of your choosing, answer the following questions/prompts.

Identify at least one rational and one emotional buying motives for the sales prospect.
Identify the (1) Dale Carnegie training course that best addresses the buying motives previously identified.

1. Identify specific Benefits of the selected Dale Carnegie training course that match to each of the buying motives previously identified.

2. Identify the additional types of information needed to support the claims for each benefit.

3. Identify methods (sales aids) for reinforcing verbal content (AV aids, collateral material, illustrations, testimonials, etc.)

Expert Solution

1) At least one Rational buying motives is guided by facts and logic,motives influencing many purchases,economy of purchases,low maintenance,curiosity. whereas Emotional buying motives is reasons to purchase based on feelings,beliefs and attitudes,pride of appearance,desire of prestige,safety,fear.

1) According to dale carnegie the best addresses the buying motives that is identified is that we should know exactly why a prospect was looking to buy,acccording to their budget and interest. we must identified the buyers motivation so that we never lose the customers.

2) The additional types of information that needed to support the claims for each benfit are as follows:

-Main ideas and details needed.

-Relatedness and sufficiency.

-thesis statements and citations.

3) The methods and techniques have always been effective if it would be ethical,collaborative,compassionate,even loving.it also requires development ,aids,services,and integrity of selling organisations.the development of ideas and aids must be innovate time to time ,it must be customised,flexible.let customers know how they important.verbal content is also used.

Rahul Sunny answered 2 years ago

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