8 The Buying Process and Buyer Behavior

Transcription

1 8 The Buying Process and Buyer Behavior MANNING AHEARNE REECE Learning Objectives Discuss the meaning of a customer strategy Explain the difference between consumer and business buyers Understand the importance of alignment between the selling process and the customer s buying process Understand the buying process of the transactional, consultative, and strategic alliance buyer Discuss the various influences that shape customer buying decisions 8-2 1

2 Today s Customers Use the Internet to get instant, comprehensive information Have immense choices from every corner of the world Can get real-time price comparisons 8-3 Jerry Says On Customer Strategy Jerry Acuff, author of Stop Acting Like a Seller and Start Thinking Like a Buyer, says, In order to think like a buyer, salespeople must understand the buying process and focus on what the customer is looking for

3 What is a Customer Strategy? A customer strategy is a carefully conceived plan that results in understanding the customer s perceptions and maximizing customer satisfactions and responsiveness. It requires that salespeople Understand the buying process Understand buyer behavior Develop a prospect base 8-5 Figure 8.2 B2C and B2B Buyers Purchase for individual or household consumption Decisions made by one Purchase based on brand reputation or personal recommendation Purchase based on emotion Buyer may have little product experience Purchase for something other than personal consumption Decisions made by many Decisions made to meet precise technical specs Purchase is rational Decision may be slow and complex 8-6 3

4 Types of Business Buying Situations New-Task Buy Straight Rebuy Modified Rebuy 8-7 Types of Consumer Buying Situations Habitual Variety-Seeking Complex Buying 8-8 4

5 Steps in the Typical Buying Process Needs awareness Evaluation of solutions Resolution of problems Purchase Implementation 8-9 Steps in Sales Processes Consultative Sales Process Needs discovery Product selection Need satisfaction Service Six-Step Presentation Process Approach Needs discovery Presentation Negotiations Close Service

6 You as Buyer, You as Seller Buyer Process Needs awareness Evaluation of solutions Resolution of problems Purchase Implementation Sales Process Approach Needs discovery Presentation Negotiations Close Service 8-11 Figure 8.4 Buyer Resolution Theory Why should I buy? What should I buy? Where should I buy? What is a fair price? When should I buy? 5 Theory

7 Figure 8.5 The Buyer Behavior Model 8-13 Figure 8.6 Maslow s Hierarchy of Needs

8 Group Influences Affecting Buying Role Reference Group Social Class Culture 8-15 Buying Motives Emotional versus Rational Buying Patronage versus Product Buying

9 Figure 8.8 Creating Value through the Buying Process Model 8-17 Buying Processes Differ by Culture In Japan, decisions are made by group process In China, a senior negotiator leads In Germany, even for routine decisions, top level leads In Latin America, relationship building occurs before negotiations

10 For Review What is a customer strategy? How are consumer buyers different from business buyers? How can we align the selling process with the customer s buying process? How does the buying process differ for transactional, consultative, or strategic alliance buyers? How do needs and group influences matter in customer buying decisions?