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As we’ve discussed, the ability to show how your product or service fills customer needs is a key to success in sales

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As we’ve discussed, the ability to show how your product or service fills customer needs is a key to success in sales. Understanding buyer behavior and the buying process will further enhance your success by helping you identify what the buyer really needs to know in order to make a purchase.

Respond to the following prompts to characterize the typical buying behavior for your focus product or service (selected in Module 1):

1. Would your focus product or service be most commonly purchased by consumers, businesses or both? If both, will you focus on consumer or business buyers for your capstone sales presentation? (3 pts.)
2. (Select one) If your focus product or service is purchased by businesses, is it most commonly a New Task Buy, Straight Rebuy, or Modified Rebuy? Support your choice. (or) If your focus product or service is purchased by consumers, is it a Habitual Buying Decision, Variety-Seeking Buying Decision, or Complex Buying Decision? Support your choice. (3 pts.)
3. Is the buying process for your focus product or service most likely to be Transactional, Consultative, or Strategic? Support your choice. Based on your response, how can you add value to the buying process as the salesperson? (5 pts.)
4. Would buyers of your focus product or service be more likely to be driven by rational or emotional motives? Support your choice. In your capstone sales presentation, how will you demonstrate whether you think buyers will be driven by rational or emotional motives when making a purchasing decision? (5 pts.)
5. Would buyers be more likely driven by patronage or product motives? Support your choice. (2 pts.)