"Point of View" Slideshare
- 1. "Point of View" Slideshare Dustin Morris Ch.6 Consumer Behavior (including some of my own sales experiences)
- 2. Consumer Behavior As a brand new Sales Associate myself consumer behavior is important to learn. Here is the formula for why someone may buy which was created by Psychologist Kurt Lewin. B = f (I,P)
- 3. B = f (I,P) (B) Is a function (f) Interactions of interpersonal influences (I) Culture, friends, classmates, coworkers, relatives and personal factors (P) Attitudes, learning, and perception In other words, inputs from others and an individual’s psychological makeup affect his or her purchasing behavior.
- 4. Personal Experience From my own personal experience with this formula attitude, getting-personal with and relatives make a major impact on the customer's financial situation and judgment to buy. People buy from the person selling the product. If you sell yourself well they will buy from you even if you are more expensive.
- 5. Social Classes W. Lloyd Warner’s research identified six classes within the social structures of both small and large U.S. cities: the upper-upper, lower-upper, upper- middle, and lower-middle classes, followed by the working class and lower class. Who is your target audience? Where do they fit in this class? Will they buy your expensive product?
- 6. Opinion Leaders Their interest motivates them to seek out information from mass media, manufacturers, and other sources and, in turn, transmit this information to associates through interpersonal communications. Who is the Opinion Leader in your industry? Will they support your ideas and products
- 7. Family Influences The family group is perhaps the most important determinant of consumer behavior because of the close, continuing interactions among family members. Autonomic role Husband-dominant role Wife-dominant role Syncratic role I sell business to consumer. This is very important when making sales face-to-face at a customer's home.
- 8. Needs and Motives A need is an imbalance between the consumer’s actual and desired states. A person who recognizes or feels a significant or urgent need then seeks to correct the imbalance. Motives are inner states that direct a person toward the goal of satisfying a need. The individual takes action to reduce the state of tension and return to a condition of equilibrium.
- 9. Attitudes (makes or brakes the sale) Perception of incoming stimuli is greatly affected by attitudes. In fact, a consumer’s decision to purchase an item is strongly based on his or her attitudes about the product, store, or salesperson. You MUST always have a good attitude! Grant Cardone says A3 is “Attitude, Approach, Action”. Watch this video. It is a very simple idea but true. https://vimeo.com/5804389
- 10. The Consumer Decision Process Understanding the consumer decision process helps you understand the steps which your customer is currently in. Are they ready to buy? Are they just now getting ideas? Does your product fit their need and budget?
- 11. The End “You will get all you want in life if you help enough other people get what they want.” -Zig Ziglar