{"id":17499,"date":"2022-05-23T11:00:42","date_gmt":"2022-05-23T09:00:42","guid":{"rendered":"https:\/\/diariodiunconsulente.it\/?p=17499"},"modified":"2022-05-23T20:56:30","modified_gmt":"2022-05-23T18:56:30","slug":"purchasing-motivations","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2022\/05\/23\/purchasing-motivations\/","title":{"rendered":"Purchasing Motivations: a tool to guide customers to the right choice"},"content":{"rendered":"

by Alice Alessandri<\/a><\/span><\/p>\n

Any good salesman knows that one decisive strategy to get the sale is fully understanding what the customers need<\/strong>. Nothing new up to here; however, talking about\u00a0needs<\/strong>\u00a0in general is limiting and could lead you astray.\u00a0In this article we will introduce you to methods<\/strong>\u00a0and\u00a0tools<\/strong> to explore the complex world of customer motivations<\/span><\/span>\u00a0in order to unleash their\u00a0ability to choose<\/strong>\u00a0and guide them towards maximum\u00a0satisfaction<\/strong>, certain that a happy customer is the key to\u00a0success<\/strong>.<\/span><\/p>\n

Material needs and psychological needs<\/span><\/h2>\n

Let\u2019s clarify what happens in the consumer\u2019s mind at the time of purchase<\/strong>. The potential customer gets in contact with the seller because he\/she \u201cneeds something\u201d, has a \u201cproblem to solve\u201d, a desire or in any case wants to achieve a result. We will define as need what the customer requires to satisfy his\/her concrete, material need<\/strong>. A need therefore responds to the question \u201cwhat do you need?<\/strong><\/em>\u201d.<\/span><\/p>\n

\"Purchasing<\/p>\n

As can be seen in the iceberg image<\/strong>, only a small part of the needs is expressed immediately and clearly by the customer<\/span>. The seller must be able to build a relationship of trust<\/strong> that leads the customers to express even those needs they didn\u2019t declare<\/strong> out of modesty or insecurity.<\/span><\/p>\n

\n

Precise questions<\/strong> and empathy<\/strong><\/a> help bring out even the most hidden or unconscious<\/strong> desires and needs.<\/em><\/span><\/p><\/blockquote>\n

\n

However, the picture is not yet complete. As behavioral economics teaches us<\/strong>, all human beings move in the world and make choices guided by profound\u00a0values<\/strong>, which represent what they believe in and act as a push to motivate them to act; they\u00a0answer the question \u201cwhy do you need it<\/em><\/strong>?\u201d<\/span>. In order to fully satisfy the customer, the seller also needs<\/strong> to understand these reasons, which we could define as psychological needs <\/strong>aka motivations<\/span>.\u2028<\/span><\/p>\n

Within a Sales Ethics<\/strong>, that really aims at creating shared<\/strong> value<\/strong>, we suggest you to consider the sum of needs + purchasing motivations<\/strong> as the real objectives<\/strong> of the customer.<\/span>
\nJust how do you understand the\u00a0material\u00a0and psychological needs\u00a0considering that in the world there are so many different customers?<\/span><\/p>\n

\"Purchasing\"<\/p>\n

The 10 purchasing motivations<\/span><\/h2>\n

In our research on Sales Ethics<\/strong> we have identified 10 prevailing purchasing motivations that you can find listed below. Through questions<\/strong> and listening<\/strong><\/a> we will have to identify which of these is prevailing, i.e. has the greatest influence on the person in front of us. It is definitely a complex process; the good news is that, as motivations are linked to values<\/strong> and identity<\/strong>, they are stable over time and don\u2019t change depending on the single<\/span> purchase. Yes, you got it right: while material needs can change, psychological motivations remain constant over time!<\/span> This means that we buy different things, at different times in our lives, to satisfy always one or two of the following reasons:<\/span><\/p>\n

    \n
  1. Simplicity<\/strong> and comfort<\/strong><\/span><\/li>\n
  2. Safety<\/span><\/strong><\/li>\n
  3. Saving<\/strong>\u00a0or earning money,\u00a0maximizing<\/strong>\u00a0the purchasing power<\/span><\/li>\n
  4. Innovation<\/span><\/strong><\/li>\n
  5. Status<\/strong>,\u00a0uniqueness<\/strong>\u00a0and\u00a0prestige<\/strong><\/span><\/li>\n
  6. Sense of belonging<\/span><\/strong><\/li>\n
  7. Friendship<\/strong>\u00a0and\u00a0relationship<\/strong>\u00a0with the seller<\/span><\/li>\n
  8. Speed<\/strong>\u00a0and\u00a0efficiency<\/strong><\/span><\/li>\n
  9. Health<\/strong>, respect for the environment<\/strong>,\u00a0balance<\/strong>\u00a0and\u00a0well-being<\/strong><\/span><\/li>\n
  10. Knowledge<\/strong>\u00a0and\u00a0personal growth<\/strong><\/span><\/li>\n<\/ol>\n

    \"Customer<\/p>\n

    A corollary of the above is that\u00a0different people can buy the same items for totally different reasons<\/span>. An example? We asked BMW 3 touring series<\/span> customers why they had chosen that car model. Here are their answers:<\/span><\/p>\n