Customers buy because they believe they will gain more than they give up.

Ways the purchase must benefit the buyer:

The key to sales

State of mind which the buyer wants to do something about it.

The difference between where the buyer is now and where the buyer wants to be.

The SOLUTION to the gap between the current state and the desired state.

A person's buying behavior is affected by the types of needs they have at any given time.

The process by which people selected, organize and interpret information to form a meaningful picture of the world

Changes in an individual's behavior arising from experience

Description thought someone has about something based on real opinion or faith and attitude: a person's relatively consistent evaluations and feelings toward something

The best theory about psychological needs was developed by who?

Maslow's hierarchy of needs

Need for food and water

need for security and protection

need for affection and belonging to a group

need to feel worthy or important in the eyes of others, how someone feels about themselves

need to achieve full potential

What is the goal of the B2B salesperson?

The buying process

Salespeople are seeking what kind of customers?

Stages in the adoption process

Consumer is aware of the product, but lacks information about it

consumer is stimulated to seek information about the product

consumer considers whether it makes sense to try the product

consumer tries the product on a small scale to estimate its value

consumer decides to purchase the product

Factors affecting human behavior

Cultural factors influencing buying motives

Human behavior is largely learned from growing up in society where a child learns basic values

Smaller groups of people with shared value systems-- ethnic or religious groups or people from geographic regions with distinct characteristics

relatively performed and orderly divisions in society whose members share similar values, interests and behaviors-- not just determined by income, but also by education, occupation and wealth

Social Factors

Person's behavior is affected by many small groups to which they belong--including both primary groups, such as family, friends, neighbors and co-workes and secondary groups, such religious, professional and civic organizations

The most important consumer buying organization in society

Activities people are expected to perform according to the people around them and status: the general esteem given to a role by society

Personal Factors

Amount of disposable income

person's pattern of living as expressed in their activities and interests

Types of Buyers

The salesperson's role