Selling Today: Partnering to Create Value, 14/e

Buying Motives

Every buying decision has a motive behind it. A buying motive can be thought of as an aroused need, drive, or desire. This motive acts as a force that stimulates behavior intended to satisfy the aroused need. Our perceptions influence or shape this behavior. An understanding of buying motives provides the salesperson with the reasons why customers buy. Unfortunately, some buyers will not or cannot tell you their buying motives. A company may be planning a new product launch and wants to keep this initiative a secret. In some cases, revealing important information may make the customer feel vulnerable. And, some customers may not be aware of one or more buying motives that will influence the purchase decision.45

As you might expect, ...