2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

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P R O F I L E "I like to ask my marketing and sales teams, 'Would someone pay you a $1 for that product or service and why?' Being able to answer these questions succinctly will help your team be more efficient in achieving your growth objectives." Mark Dean, LinkedIn Everyone growing up gets asked this question, "What do you want to be when you grow up?" The one answer that I never gave was sales. Fast-forward to 2020 and I have found myself in the sales/service industry for over 30+ years. Through hitting the streets as a commercial sales rep for Motorola, to leading large global sales teams with tech companies at Intuit, GoDaddy, and LinkedIn, I have found in the sales profession everything that appeals to me: competitive, chal- lenging, creative, and customer focused. In all of the teams I have led, the biggest driver of what we do and how successful we were directly correlated to our ability to understand the drivers of buyers' behaviors with various customer segments and personas. A quick search on Google defines the topic this way: Here are a few models that we use to classify buyers' behaviors and build strategies to address buying personas and stimuli. All of these explain, in one way or another, how customers make decisions and progress through the research, shop, buy, and use cycle. When is the last time you purchased something significant? There was probably some type of issue or problem that triggered you to go online or to a local retail establishment to purchase the best product/service to address your current need or problem. However, you probably did not sit down to explicitly map the process you went through to make the buying decision, but everyone and every company has done exactly that! Some processes are well constructed and thought out with data, information, and budgets, while others are purely emotional based on an impulse or unplanned pain that you need to address. The biggest challenge for all companies is determining the best way to identify and build a buying process that serves the various and Courtesy of Mark Dean • Buyer behavior is a management theory that examines consumers' shopping habits, from their first contact with a company through to the final purchase. It's one of the most studied concepts in marketing and tells businesses how customers interact with their brand. • The Economic Model—driven by their financial return on investment (ROI) • The Learning Theory Model—driven by practical application, usage, experience • The Information Model—driven by data, solutions on the market, and user feedback (social) • The Psychoanalytic Model—driven by individual motives, personality, experience, and desires 58 CHAPTER 3: Buying Behavior and the Buying Process

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