An inner force that directs a customer to buy a particular product in order to satisfy a need . When the benefit(s) of a product match with the customer’s motive(s), he buys the product. Motive may be rational or emotional.
No body does anything with out a motive.
Ask questions to find buying motives.
Buying Motives 6.Gaining social approval,prestige, status. 5.Boasting self satisfaction and pride. 4 . Mental -Worries/Anxiety Physical -Discomfort -Inconvenience 3.Mental -Pleasure/Enjoyment Physical -Comfort -Convenience 2. Fear of loss . -Financial loss -More expenditure 1.Make a gain . -Profit -Saving Money
To gain information about customer’s need, problems and motives.
To give informations.
To get customer’s involvement.
Types of questions
Open ended Questions( what, when, where)
Close ended Questions.
Either – or questions.
Benefit – tag questions.
Questioning Construction Objective Form Benefit Tag Close ended Open ended Benefit in form of a statement followed directly by tag in form of CEQ Present one benefit matching a need. Yes/No Get precise, quick response/decision Who, Where, What Find or clarify needs Obtain information