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| Relationship Buyer Values |
likes regular contact, trust, likes full service, wants to spend time chatting |
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jenmn2010 Wed, 11 Mar 2009 02:16:03 GMT |
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| Economic Buyer Values |
Shops around, price conscious, shops around, exacting details |
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jenmn2010 Wed, 11 Mar 2009 02:16:03 GMT |
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| Business Buyer Values |
Wants full service to meet needs. likes expertise |
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jenmn2010 Wed, 11 Mar 2009 02:16:03 GMT |
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| Levels of Value |
-product -> expectations -> value added -> total product/partnership
-delivery of value creates loyalty
-value varies with regard to buyer type:
*Business- bottom-line results, price/value
*Economic- price, efficiency, tailored program |
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jenmn2010 Wed, 11 Mar 2009 02:09:56 GMT |
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| Two types of value |
tangible
intangible: image, salesperson's understanding of the consumer "their experience, hopes, dreams, and definition of quality"
-emotions or feelings are involved |
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jenmn2010 Wed, 11 Mar 2009 02:09:56 GMT |
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| Value is linked to |
-product or service characteristics
-consumers individual situation
-awareness of product characteristics by consumer
-exceeding expectations - receive more than you pay for
-ideas/visions for business user |
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jenmn2010 Wed, 11 Mar 2009 02:09:56 GMT |
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| Elements in defining value |
past experience, current situation, expectations |
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jenmn2010 Wed, 11 Mar 2009 02:09:56 GMT |
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| AIDA |
Attention Interest Desire Action
1. need recognition
2. into search
3. examine alternatives
4. choose
5. post purchase eval |
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jenmn2010 Wed, 11 Mar 2009 01:51:25 GMT |
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| Adoption of Technology |
-innovators
-early majority
-majority
-laggards
-nonadapters |
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jenmn2010 Wed, 11 Mar 2009 01:51:25 GMT |
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| The Buying decision process |
Step 1: need recognition
Step 2: information search
Step 3: examine alternatives
Step 4: Choose
Step 5: Post-Purchase Evaluation |
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jenmn2010 Wed, 11 Mar 2009 01:51:25 GMT |
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| psychographic base |
needs motivation, personality, risk tolerance, attitiudes, involvement with purchase |
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jenmn2010 Wed, 11 Mar 2009 01:51:25 GMT |
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| Geographic Base |
region, city size, density of area, urban/rural, zip code, climate |
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jenmn2010 Wed, 11 Mar 2009 01:38:19 GMT |
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| Demographic base |
age, sex, martial status, education, income, family life cycle, occupation |
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jenmn2010 Wed, 11 Mar 2009 01:38:19 GMT |
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| marketing segmentation bases |
-demographic
-geographic
-psychographic
-sociocultural
-benefits sought
-behavioral/use related
-lifestyle |
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jenmn2010 Wed, 11 Mar 2009 01:38:19 GMT |
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| Perception of dealers |
-larger the producer, the less important
-more important to crop producers, relative to livestock producers
-less important to those hiring consultants
-more important to brand loyal producers
-relative position little changed since 1998 |
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jenmn2010 Wed, 11 Mar 2009 01:38:19 GMT |
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| Experiencer |
motivated by self-expression. young, enthusiastic, and impulsive consumers, become enthusiastic about new possibilities. seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. having cool stuff |
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jenmn2010 Wed, 11 Mar 2009 01:10:53 GMT |
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| my VALS primary type and secondary type |
Primary: Experiencer
Secondary: Achiever |
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jenmn2010 Wed, 11 Mar 2009 01:10:53 GMT |
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| The Business Buyer |
-balance segment, performance segment
characteristics:
bottom-line results, brief to the point, facts and research, appointments, organization, expertise, comparison shopping, considers value package |
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jenmn2010 Wed, 11 Mar 2009 01:10:53 GMT |
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| The Economic Buyer |
-Price segment
Focuses on specific attributes such of a product or service such as:
-price
-convenience
-product characteristics
-availability
-time saving
Characteristics:
always consider cost, like to compare price, react quickly, not interested in service, competitive, rely on own information sources, pragmatic, self-reliant |
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jenmn2010 Wed, 11 Mar 2009 01:10:53 GMT |
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| Relationship Buyer |
Sub types: convenience segment and service segment
influenced by human characteristics such as:
1. trust
2. personality
3. common style
4. attitude
They like regular contact, want to spend time chatting, trust information sources they know, like informal and formal contact, accept rep and trust rep, may not compare price if trusts, like full-service packages |
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jenmn2010 Wed, 11 Mar 2009 00:51:23 GMT |
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| Buyer Types |
1. Relationship
2. Economic
3. Business |
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jenmn2010 Wed, 11 Mar 2009 00:51:23 GMT |
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| wants |
people almost always want a product they think they need. Emotions play a big part. 90 percent of the buying decision is based on emotional rather than logical reasoning |
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jenmn2010 Wed, 11 Mar 2009 00:51:23 GMT |
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| self actualization needs |
most complex of all. the need for sense of self-worth or personal accomplishments. getting a good feeling from inside yourself, by doing something you believe is important to yourself. fulfilling your needs. provide service not for prestige but because the feel it is important and worthwhile |
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jenmn2010 Wed, 11 Mar 2009 00:51:23 GMT |
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| self-esteem needs |
a desire for respect by others and a need to feel important. may be motivated to do something to be noticed by others. buy something that will make them feel more important or more affluent.
the salesperson is helping a customer excell |
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jenmn2010 Wed, 11 Mar 2009 00:33:42 GMT |
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| social |
become accepted by others. find enjoyment in belonging to a group. motivated to keep up with the neighbors. "the thing to do" "they buy something because everybody is buying it" |
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jenmn2010 Wed, 11 Mar 2009 00:33:42 GMT |
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| security |
once a person is not immediately threatened, they begin to think about safety and security in the future. Aware of how their decision now will affect them in the future.
Less interested in the "latest, best" product and are more interested in the product they can depend on at a low price |
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jenmn2010 Wed, 11 Mar 2009 00:33:42 GMT |
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| physiological needs |
most basic need to survive. most fundamental level of needs, or driven by the needs of the body. air, water, food, shelter, warmth, sleep, and sexual fulfillment |
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jenmn2010 Wed, 11 Mar 2009 00:33:42 GMT |
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| Maslow's Hierarchy of Human Needs |
1. physiological
2. security
3. Social needs
4. self esteem
5. self actualization |
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jenmn2010 Wed, 11 Mar 2009 00:25:16 GMT |
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| "The economic exchange model" |
when you buy a product or a service, they expect to give up something in return. usually exchange money for products and service inputs.
-auction: people pay more money on things they see have a higher value (the external value) |
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jenmn2010 Wed, 11 Mar 2009 00:25:16 GMT |
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| sales qualities (strengths finder) |
1. communication
2. competition
3. empathy
4. positivity
5. woo |
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jenmn2010 Wed, 11 Mar 2009 00:25:16 GMT |
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| Challenges of a salesperson |
1. travel
2. engage people
3. bad hours
4. being rejected/told no |
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jenmn2010 Wed, 11 Mar 2009 00:25:16 GMT |
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| indirect selling responsibilities |
1. handling complaints
2. maintaining customer relations
3. market intelligence
4. maintaining technical competency
5. collection accounts
6. networking
7. trade and public relations
8. office work
9. managing information |
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jenmn2010 Wed, 11 Mar 2009 00:06:43 GMT |
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| direct duties |
1. prospecting
2. pre-call planning
3. building customer relationships
4. attracting customer attention and interest
5. uncovering customer needs
6. making sales presentations
7. handling objections
8. closing the sale
9. servicing accounts |
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jenmn2010 Wed, 11 Mar 2009 02:38:58 GMT |
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| Duties of a salesperson |
serve as influencers, facilitators, and problem solvers. DIRECT AND INDIRECT |
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jenmn2010 Wed, 11 Mar 2009 00:06:43 GMT |
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| What do people trade price for? |
Value |
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jenmn2010 Wed, 11 Mar 2009 00:06:43 GMT |
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| Building block of professional selling |
1. code of ethics
2. set of scientific principle
3. body of knowledge
4. systematic procedures
5. common knowledge |
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jenmn2010 Wed, 11 Mar 2009 00:00:05 GMT |
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| Factors influencing buying behavior |
1. convenience/location
2. service/information and personal factors
3. price
4. product performance
5. support services |
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jenmn2010 Wed, 11 Mar 2009 00:00:05 GMT |
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| Value Bundles |
1. understand the value
2. choose the value
3. create the value
4. extract the value
5. communicate the value
6. deliver the value |
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jenmn2010 Wed, 11 Mar 2009 00:00:05 GMT |
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| selling |
the process of helping people across teh information, products and services they need to meet their personal and business goals. in its most general sense, could therefore happen through any access channel, an industry magazine ad, a self-service parts store, or even the internet. Person to person interaction |
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jenmn2010 Wed, 11 Mar 2009 00:00:05 GMT |
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