Introduction to Sales - Consumer Buying Behavior

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In all professions, there are some people who are good at their jobs and others who aren't. In sales, it's easy to tell the two apart. Good Salespeople Good salespeople are patient, understanding, and knowledgeable about the products they're selling. They take a genuine interest in the needs of the buyer and will try to provide solutions to satisfy the buyer's needs.

 Ineffective Salespeople Ineffective salespeople chase quick sales and use hard-selling tactics. This may result in a one-off sale, but customers will quickly become impatient with such behavior. A salesperson who is only interested in short-term personal gain can damage an organization's reputation by pressuring valued customers into making purchases they're not entirely happy with. 

Understanding Situations Sometimes a salesperson can misread a situation and put the buyer off by coming across as being too pushy. Another mistake inexperienced and ineffective sales professionals often make is believing that they know more than the customer. Example - Paul Misreading Situation Consider this example of a salesperson misreading a situation. Paul is a salesman working in a cell phone store.

A teenage boy and his mother enter the store and ask to purchase a particular version of a cell phone. Paul explains that there is a newer version of that cell phone available and Paul assumes the teenager will want to purchase it. However, the version of the cell phone the teenager wants has a particular type of camera the newer version doesn't. Both the teenager and his mother are annoyed that Paul is insisting on demonstrating the newer version.

 Consumer Buyer Behavior All good salespeople will testify that understanding consumer buying behavior is the key to successful sales. Knowing what influences buying decisions can help avoid misunderstandings. There are several factors that can influence a buyer's decision to make a purchase. These include cultural, social, personal, and psychological factors.

Cultural Cultural factors are those that have been instilled since birth. These include attitudes and beliefs, which influence how individuals make purchasing decisions. For example, if a person's parents had emigrated from another country, that person might be more likely to purchase food that originated from that country. (...)

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