Understanding Buyer Behavior and Effective Sales Strategies

Posted on Sep 23, 2024 in Economy

Buyer Behavior

What drives consumers to make purchases?

  1. Who buys?
  2. Why do they buy?
  3. What products do they buy?
  4. How do they buy?

Types of Buyers

  1. Impulse Buyers: Unplanned purchases driven by whims and desires.
  2. Value or Utility Buyers: Rational purchases based on perceived value or usefulness.
  3. Curiosity Buyers: Seek novelty and change, driven by the desire for something new.
  4. Social Buyers: Influenced by social trends and the desire to fit in with a group.
  5. Habitual Buyers: Make routine and repetitive purchases based on brand loyalty.
  6. Pleasure Buyers: Enjoy the act of shopping itself.
  7. Emotional Buyers: Driven by emotions and feelings.
  8. Problem-Solving Buyers: Seek products or services to address specific needs or problems.

The Salesperson Profile

7 Traits of a Successful Salesperson

  1. Dress appropriately: Maintain a discreet and elegant appearance.
  2. Impeccable grooming: Pay attention to hair, face, and nails.
  3. Punctuality: Arrive on time for appointments and communicate any changes in advance.
  4. Polite greetings: Offer a warm handshake or kiss with a smile.
  5. Attentive listening: Actively listen to the customer.
  6. Pleasant communication: Speak clearly and moderately with a deliberate voice.
  7. Flexibility and reasonableness: Handle objections effectively and turn them into selling points.

7 Traits of an Unsuccessful Salesperson (Negative)

  1. Lack of entrepreneurial spirit

Qualities of a Successful Advertiser

  1. Initiative: Sales require creativity and the ability to take charge.
  2. Work Habits: Effective time management and organization skills.
  3. Self-Motivation: Maintain motivation even in challenging situations.
  4. Perseverance: Persistence leads to success.
  5. Critical Thinking: Ability to evaluate situations and make sound judgments.
  6. Frustration Tolerance: Ability to cope with difficult situations and bounce back.
  7. Adaptability: Adjust to internal and external changes in the workplace.
  8. Flexibility: Adapt arguments and schedules as needed.
  9. Solid Training: Continuous professional development is essential.
  10. Company Identification: Align with the company’s values and goals.

The Positive Psychological Attitude

  1. Emotional Control: Manage emotions effectively, especially in challenging situations.
  2. Self-Confidence: Develop a strong belief in one’s abilities.
  3. Empathy: Understand and share the feelings of others.
  4. Charisma: Inspire and motivate others through strong leadership qualities.
  5. Integrity: Adhere to strong moral principles and ethical conduct.

Types of Salespeople

  1. Retail Salespeople: Work in stores and assist customers with purchases.
  2. Door-to-Door Salespeople: Engage in direct sales by visiting potential customers at their homes or businesses.
  3. Traveling Sales Representatives: Cover a specific territory and visit clients to promote and sell products or services.
  4. Customer Creators (Sellers): Focus on building relationships and generating new customers.
    1. Visitors: Make sales calls to potential customers.
    2. Prescribers: Influence purchasing decisions by recommending products or services.
    3. Promoters: Organize promotional events and activities to generate sales leads.
    4. Demonstrators: Showcase products and their features to potential customers.
    5. Counter Service Salespeople: Assist customers at a counter or service desk.
    6. Traveling Salespeople: Visit customers at their locations to sell products or services.
    7. Home Salespeople: Sell products or services directly to customers in their homes (e.g., insurance agents).
    8. Industrial Supply Salespeople: Sell products or services to businesses and industries.

Objectives of the Sales Force

  1. Acquire new customers and expand market reach.
  2. Support and update products or services.
  3. Gain a competitive advantage.
  4. Increase sales and product turnover.
  5. Maintain a positive product image.
  6. Introduce product improvements.
  7. Shorten distribution channels.
  8. Motivate and train salespeople.
  9. Innovate in sales techniques.
  10. Enhance the image of the sales team.
  11. Expand the area of influence.

Types of Sales Routes

  1. Linear Routes: Cover a specific geographic area in a straight line, allowing for potential sales at multiple points along the route.
  2. Circular Routes: Maximize territory coverage by visiting as many points as possible in a circular pattern.
  3. Loop Routes: Operate from a central hub and visit surrounding locations in a loop pattern.

Communication in Sales

Internal Communication:

Information sharing within the sales force, such as new product updates and company announcements.

External Communication:

Communication with customers and the wider market, including advertising, public relations, and press releases.

Types of Communication:

  1. Downward Communication: Information flows from higher levels of management to lower levels.
  2. Upward Communication: Information flows from lower levels of the organization to higher levels.
  3. Formal Communication: Follows established channels and protocols within the organization.
  4. Informal Communication: Occurs outside of formal channels and can be more spontaneous.
  5. Face-to-Face Communication: Direct interaction between individuals.
  6. Non-Face-to-Face Communication: Communication through channels such as email, phone, or fax.
  7. Individual Communication: Directed at a specific person.
  8. Collective Communication: Directed at a group of people.

Oral Communication:

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