Selling Today: Partnering to Create Value, 14/e

Group Influences That Affect Buying Decisions

As noted earlier, the people around us also influence our buying decisions. These group influences can be grouped into four major areas: (1) roles, (2) reference groups, (3) social class, and (4) culture and subculture.37 (See Figure 8.7.) Salespeople who understand these roles and influences can develop the type of insight customers view as being valuable.

Figure 8.7 Group Influences That Influence Buying Decisions Model

To gain additional insights into customers’ motivations, it is helpful to study the group influences that affect buying decisions.

Figure 8.7 Full Alternative Text

Role Influence ...