2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

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ever-changing buying behaviors of those in your tangible accessible market (TAM). The other challenge is having a system in place to monitor and assess how we are delivering direct and online engagements related to each type of buyer, making sure to match with their process and persona by: Making sure all of these factors align is an exciting challenge in sales. Welcome to the complex world of under- standing buyer behaviors! Visit our website at: www.LinkedIn.com Mark Dean. Used with permission. WHY PEOPLE BUY In general, people buy to satisfy a want or desire, to solve a problem, or to satisfy an impulse. Even in situations where people are buying as part of their jobs, like all people, buyers have personal goals and aspirations. They want to get a raise, be promoted to a high-level position, have their managers recognize their accomplishments, and feel they have done something for their company or demonstrated their skills as a buyer or engineer. These needs can complicate buy- ing decisions that are made on behalf of an employer, not forgetting that there are also the basic needs that the product or service solves. To complicate matters further, there may be needs associated with how the person wants to buy. Think, for a moment, about what you have purchased for yourself via the Internet. You may have many reasons for using the Internet, none of which have anything to do with the product you purchased. But the way you bought met certain needs—maybe a need for convenience or a need for greater variety than the local store could provide. As salespeople, we have to be acutely aware of the needs we are solving: the needs that the product solves directly, the individual's needs that are served indi- rectly, and the needs that are solved by selling the way the buyer wants to buy. TYPES OF CUSTOMERS Business is full of a wide variety of customers, including producers, resellers, government agencies, institutions, and consumers. Each of these customer types has different needs and uses a different process to buy products and services. In many situations salespeople will have only one type of customer, but in other territories they may have many dif- ferent types of customers. Thus salespeople may need to use different approaches when selling to different types of customers. MANUFACTURERS Manufacturers buy products and services to manufacture and sell their products and services to customers. Buyers working for manufacturers are involved in two types of buying situations: buying products that will be included in the products the company is manufacturing, or buying products and services to support the manufacturing operation. 1. Offering the right value proposition 2. Have the appropriate messaging that results in the right online site dynamics (search engine marketing data, page views, etc.) 3. How well each salesperson is doing (conversion drivers and rates, mix and unit data, etc.) 4. And the buyer's perception of the overall buying experience (customer satisfaction) CHAPTER 3: Buying Behavior and the Buying Process 59

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