Chapter 2, how buyers decide to buy
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People buy to solve a problem. There are:
- Real problems
- Perceived problems
The role of the sales person is to:
- understand the customers problem,
- possiblly help them understand their problem better
- walks them through possible solutions
- evaluate the options
- helps them select the best option to solve their problem
The path to purchase describes the steps any customer/buyer goes through when he/she decides to buy.
Key points of the chapter:
- Customers buy to solve a problem
- Some problems are real, some are perceived
- Many problems have an image or Brand@mbi component to them
- Customers go through a predictable process The path to purchase in any buying decision
- Customers don't buy products or services but ideally buy solutions
- The sales person with the best solution to the problem gets to make the sale
- The customer alone decides what the solution is.
