CHAPTER 4 REVIEW QUESTIONS:
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Chapter_4_Selling_6edit1.pptxConsumer behavior is the set of actions that make up an individual’s consideration, purchase, and use of products and services. This includes the purchase as well as the consumption of the products and services.
Consumer Behavior
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Contained 268 words
198 were one syllable words
50 were two syllable words
Only 20 words had more than two syllables
Small words really work!
Lincoln’s Gettysburg Address
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Words chosen
Possible distractions
Timing of meeting
Interruptions
Technical Erudition
Poor listening habits
Make use of feedback
Barriers to Effective Communication
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Clarity or Articulation
Volume
Uniqueness
Silence
Rhythm
Rate of Speech
The Use of the Voice
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'A southbound black truck was turning right while a northbound sports car was attempting to turn left. When the two drivers figured out they were trying to turn into the same lane, they both honked but continued to turn without slowing down. In fact, the red sports car seemed to speed up just before the crash.' The man driving the truck had two children passengers, one in the front seat and one in the back seat, the female driver in the sports car had another woman passenger, wearing a seatbelt. The woman driving the sports car had red hair and the passenger had black hair.
Exercise
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This exercise shows how a story changes or gets distorted depending on the teller. How the activity plays out confirms research that indicates eyewitnesses to crimes view events filtered through their own past experiences rather than with an objective eye, according to the University of New Hampshire.
Exercise results
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The Ability to Manage Communication Dimensions
Words
Tone of Voice
Visual
% of Total Impact
Ability to Control
7%
55%
38%
High
Medium
Low
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Make a list of activities that require a series of steps to execute, such as tying a shoe, wrapping a gift and planting a flower.
Write each task on a separate index card
One person in the group draws an index card and instructs the rest of the group on how to complete the task, without the use of any gestures and without saying what the task is.
Exercise #2
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(Nonverbal Communication)
Visual communication expresses the majority of a person’s feelings and emotions
Body Language
Includes facial expressions, shifts in posture and stance, and movement of body limbs
Selling Without Words
Understand the Body Language of Gestures
Hand Movements
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Rubbing the nose
Resting the head in the hands with elbows on the desk
Warning Signals
Watch for these signs that the prospect is either
not understanding or not accepting the message:
Finger under collar or rubbing back of neck
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Successful salespeople move closer to a client when closing
It is best to carefully test for a prospect’s comfort zone
Comfort zones tend to change with sex, status, or age
Four to twelve feet could be a good distance in which to begin a sales interview
The intimate zone should be entered only by invitation or during a handshake
Proxemics
Proxemics: The physical distance individuals prefer to maintain between themselves and others
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The Purchase Decision Process
External Search (Extensive, Limited)
Evaluation of Alternatives
The Purchase Decision
Postpurchase Evaluation
Internal Search (Habitual, Routine)
The Search for Alternatives
Problem Recognition (Motive Arousal)
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(A 5-Step Process)
I. Problem Recognition (Motive Arousal)
May occur when the customer receives information from advertising or from conversation with friends that causes awareness of need
In relationship selling, sometimes hinges on the seller’s ability to uncover a need
May occur when the consumer re-evaluates the current situation and perceives an area of void or dissatisfaction
The Purchase Decision Process
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(A 5-Step Process)
The Purchase Decision Process
2. Search for Alternatives
Limited By:
Time and cost
Experience and urgency
Value of purchase
Risk involved in the purchase
3. Evaluation of Alternatives
Evoked Set is the list of alternatives
Salient attributes are used to evaluate products
Determinate attributes are motives used to make a decision
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(A 5-Step Process)
4. Purchase Decision
Several alternatives may seem equally acceptable
Can be made easier by a professional salesperson
Involves a set of related criteria
Tangible features of the product
Financial considerations: price, discounts, credit policies
Intangible factors: reputation, past performance, or delivery dates
The Purchase Decision Process
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(A 5-Step Process)
5. Postpurchase Evaluation
Cognitive Dissonance is….
The level of anxiety depends on the importance of the decision and the attractiveness of rejected alternatives
A seller can reduce this by:
Reinforcing the buyer’s belief that the right decision was made
Demonstrating the capabilities and quality of the product
The Purchase Decision Process
Postpurchase Anxiety
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Psychological Influences:
The role of perception
Mood of the moment
Attitudes
Attitudes are habitual patterns of response to previous experiences
A negative attitude must be overcome before a sale can be made
Attitudes are the mind’s paintbrush. They can color or affect any situation
Influences on the Purchase Decision Process
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How Many Squares Do You See?
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Self-image impacts the problem recognition phase of consumer behavior
Many of our permanent beliefs about our self-image are developed in our childhood
Advertisements that are consistent with our self-image are more persuasive
Self-image and public-image are not always the same
Much behavior can be explained if the self-image is understood
The Self-Image
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Culture is an influence that is a completely learned and handed-down way of life
Cross-culture business considerations
Physical Environment
Social Class
Impacts the information search phase of consumer behavior
Advertising campaigns must differ in their attempts to reach the various social classes
Reference Groups
Sociocultural Influences
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Some fundamental differences
For Organizational Buyers…
Decision Maker - usually a buying center
Buying Criteria - more complex
Buying Motivation - rational, economic, and/or emotional
Characteristics of Organizational Buyers
Fewer in number
Purchases involve larger dollar volume
Less freedom of decision
Organizational Buying Versus Consumer Buying
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Organizational Buying Versus Consumer Buying
Ultimate Consumer Buying Motives
Organizational Buying Motives
Profit
Economy
Flexibility
Uniformity of output
Salability
Protection
Utility
Guarantees
Delivery
Quality
Increase wealth
Alleviate fear
Secure social approval
Satisfy bodily needs
Experience happiness or pleasure
Gaining an advantage
Imitating
Dominating others
Recreation
Improving health
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Multiple Buying Influence
Several people involved directly or indirectly in the decision making process
The Buying Center
Users
Buyers
Influencers
Gatekeepers
Decision Makers
Multiple Buying Influence
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For organizational buyers, more of the decisions are based on rational buying motives rather than emotional motives
Research and analysis concerning the product and the company conducted prior to purchase
Organizational Buying Motives
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The Channels Through Which
Communication Must Flow:
The Communication Agenda
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Source
The sender of the message
Encoding the Message
Achieved through the use of symbols
The Message Itself
Evaluating the prospects decoding
Did they get it?
The Communication Model for Verbal and Nonverbal Messages
Verbal Skills (Clarify Meaning)
Nonverbal Skills (Read)
Source
Receiver
Encoding (Implications)
Decoding (Inferences)
Message (Actions)
Verbal/Nonverbal (Noise)
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