The Psychology Of Selling
The psychology of selling: Why people buy?
MM4781
Tan Kuangming
12133304D
Introduction
When sales people are communicating the sales message to the customers, it is important to know the reason behind consumer behaviors. In other words, why people buy? Based on the reasons, sales people can decide what kind of products are suitable for the customers, the content of the presentation and the negotiation skills for achieving win-win situations. Therefor, the psychology of selling is to master the way to push customers to make buying decisions. As Gilberto (2010) states, studying consumer behaviors has significant bearing on marketing and public relation decisions, which can enhance particular marketing campaigns to successfully connect with consumers.
In order to get deeper understanding of underlying consumer behavior, we have to define consumers at first. According to Solomon, Bamossy, Askegaard and Hogg (2010), a consumer is generally a person who identifies a need or desire, makes a purchase and then disposes of the product during the consumption process. Hence, consumer behavior is comprised with a series of processes and then one purchasing decision outcome influences the next time repurchasing decision, which runs like a wheel.
Consumers as Individuals
As individuals, people look inside themselves. They will define their actual concept, the realistic condition they are now, and ideal self, which is the conception of how they would like to be.
Basically, people buy products because products can help them reach ideal self or be consistent with actual self. For example, when someone realizes he is hungry, which is the actual self, and then he has the need or motivation to buy some food to reach satiation, which is the ideal self. In this case, the products of food take the role of functioning and satisfying the need. However, things are much more complicated in most cases and usually people make purchasing decisions for more than particular
MM4781
Tan Kuangming
12133304D
Introduction
When sales people are communicating the sales message to the customers, it is important to know the reason behind consumer behaviors. In other words, why people buy? Based on the reasons, sales people can decide what kind of products are suitable for the customers, the content of the presentation and the negotiation skills for achieving win-win situations. Therefor, the psychology of selling is to master the way to push customers to make buying decisions. As Gilberto (2010) states, studying consumer behaviors has significant bearing on marketing and public relation decisions, which can enhance particular marketing campaigns to successfully connect with consumers.
In order to get deeper understanding of underlying consumer behavior, we have to define consumers at first. According to Solomon, Bamossy, Askegaard and Hogg (2010), a consumer is generally a person who identifies a need or desire, makes a purchase and then disposes of the product during the consumption process. Hence, consumer behavior is comprised with a series of processes and then one purchasing decision outcome influences the next time repurchasing decision, which runs like a wheel.
Consumers as Individuals
As individuals, people look inside themselves. They will define their actual concept, the realistic condition they are now, and ideal self, which is the conception of how they would like to be.
Basically, people buy products because products can help them reach ideal self or be consistent with actual self. For example, when someone realizes he is hungry, which is the actual self, and then he has the need or motivation to buy some food to reach satiation, which is the ideal self. In this case, the products of food take the role of functioning and satisfying the need. However, things are much more complicated in most cases and usually people make purchasing decisions for more than particular