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 1 year ago

Where is Enterprise Value most important from a lending/credit/risk perspective? Where is Enterprise Value most important...

Where is Enterprise Value most important from a lending/credit/risk perspective? Where is Enterprise Value most important from an investor perspective?

From an external investor's perspective, which is most important for determining a firm's overall financial health:...

From an external investor's perspective, which is most important for determining a firm's overall financial health: the firm's income statement, balance sheet, or cash flow statement? Justify with three reasons. Would your answer differ if you were an internal manager of the firm? Explain. 300 words minimum

Which manufacturing strategy has the shortest / fastest lead time from the customer’s perspective? Which manufacturing...

Which manufacturing strategy has the shortest / fastest lead time from the customer’s perspective? Which manufacturing strategy(s) is most aligned with batch manufacturing?

Describe the biosocial perspective and explain what this perspective considers most important to understanding behavior. Include...

Describe the biosocial perspective and explain what this perspective considers most important to understanding behavior. Include a discussion of the gender ratio problem and explain why this is not a problem for biosocial theories of crime.

Case Customers make purchases from AMT by emailing their purchase orders. On receipt of a customer’s...

Case Customers make purchases from AMT by emailing their purchase orders. On receipt of a customer’s purchase order, a Sales Clerk prepares a Sales Order. In doing so, he accesses an authorised price list to determine the price that is to be charged, and inputs the quantities, product descriptions, product codes and delivery requirements. Sales Orders are prenumbered and in triplicate. The Sales Clerk then performs a credit check by comparing the value of the sale with the customer’s credit...

Why is it important to critically evaluate data when making knowledge claims about social facts?

The family is the most important consumer buying organization in society, and family members constitute the...

The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. Name two family categorizations and discuss the impact of each of the categories on buying behavior. Answer this question in 300 words (marketing management).

What does the acronym CAMELS refer to in commercial bank examinations? What are the most important...

What does the acronym CAMELS refer to in commercial bank examinations? What are the most important facets of an examination?

Why is it important to have a clear speech goal? Discuss this from the perspective of...

Why is it important to have a clear speech goal? Discuss this from the perspective of both audience and speaker.

In the paper by Cuervo et al, explain a) why it was important, from the perspective...

In the paper by Cuervo et al, explain a) why it was important, from the perspective of being able to demonstrate the influence of sexual selection, that the authors followed up on their original (1996) study; and b) why, if they were attempting to demonstrate that sexual selection was acting to lengthen male tail length, they studied females and not males. Paper title: Experimental manipulation of tail length in female barn swallows (Hirundo rustica) affects their future reproductive success

Question