Sales & Marketing Management

Why customers buy and do not buy

The key challenge for the salesperson is to discover what will motivate the
customer to buy or not buy.

The motivational factors can be very simple or very complex.

During the selling process, the salesperson needs to ask questions and try to

identify the factors that will motivate that particular customer.

Every single customer will be a little different. Let's examine some of the

reasons why customers buy or do not buy.

Reasons for buying

Before any sale can take place, there must be a reason or reasons why the
customer wants to buy.

Customers buy for many different reasons. Some reasons can be simple and
obvious, but sometimes the real reasons customers buy can be complex.

Many of these needs are stimulated by advertising, but may not be completely
defined by the customer at this point.

Some basic and usually apparent reasons for buying are:

Basic Necessity—food, clothing shelter, heat, or lights

Comfort

Functionality: To make things easier

Pride of Ownership

Pride in Appearance

Keeping up with the Jones's

Security

Protection