CHAPTER 3
THE PSYCHOLOGY OF SELLING: WHY PEOPLE BUY
Comments on Chapter 3 Sales Application Questions
1. Three types of buying situations are: (A) routine; (B) limited; (C) extensive.
2. Motivations, perceptions, learning, attitudes, and personality.
3. A. Ask questions, observe, listen, talk to others, or a combination of all.
4. A. “To improve your science grade (BENEFIT), Susie, you must establish better
study habits.”
B. “That job will be a great deal easier (BENEFIT), Joe and you won‘t be as tired
when you go home nights (BENEFIT), if you use that little truck over there.” (FEATURE)
C. “You will make a lot of friends (BENEFIT), Johnny, and be respected at
school (BENEFIT) if you learn how to play the piano.”
D. “If you open this special checking account, Ms. Brown, paying your bills will be
much easier (BENEFIT).”
5. A. “Blade changing is quick (ADVANTAGE) and easy (BENEFIT) with this saw,
because it has push-button blade release (FEATURE).”
B. “The king size (FEATURE) will bring you additional profits (BENEFIT) because it is the
fastest growing (ADVANTAGE) and most economical size (FEATURE).”
100% Dacron (FEATURE).”
CAUTION: Several of the answers to question 6 are controversial. Be flexible here, and refer
students back to FAB definitions.
6. A. F “Made of pure vinyl.”
B. A “Lasts twice as long as competing brands.”
C. F “It’s quick-frozen at 30 degrees below zero.”
7. FAB of Desktop Xerox 2300 copier.
Features
Advantages
Benefits
A. Copy in 6-seconds
A. Fast
A. Saves time
B. Low price
B. Uses little budget
C. General purpose
C. Copies almost
C. Saves time
D. Small size
D. Occupies small
E. Copies materials
E. Copies small and
E. Saves time
B. Money for other
8. A. Low Hoodline:
1. better visibility — BENEFIT
3. quick starting
B. Tinted Glass:
C. Rear Window Defroster:
1. clears rear windshield (ADVANTAGE), and thus reduces the danger of driving
D. Whitewall Tires:
1. Provide better handling and a more stable ride — BENEFIT
3. Increase the “life” of your tires — BENEFIT
9. Five salespeople ranked the three alternatives, with “C” ranked the best. People who chose this
alternative sold the maximum dollar amount of $6,000.
Alternatives Ranking Dollar Amount Sold
(Maximum = $6,000)
A Second $1,000
B Third –0-
C First $6,000
A. This response stresses only features of the radio. Yes, the features are related to the
C. This response is excellent since it relates directly to the prospect’s needs.
10. A. 2. Titanium steel bearing — feature
B. 4. Will not jam up — advantage
11. A. Benefits — looks trim
B. Benefits — convenient, neat
12. A. 1. Best traffic—pulling detergent
B. 1. Increases your total detergent sales
COMMENTS ON CASE
Case 3-1: Economy Ceiling Fans, Inc.
1. Ask questions to bring out customer’s attitude and beliefs towards product relative to price,
quality, and style.
2. While not illustrated or discussed in the chapter, you can bring out in your class a discussion
on how an individual might weight or place a value on a product‘s attribute using the
following:
Belief
Values Attribute Hunter Casa Blanca Economy
.2 Price .2 .2 .8
1.00
Hunter = (.2) (.2) + (.3) (.6) + (.5) (.8) = .62
Casa Blanca = (.2) (.2) + (.3) (.10) + (.5) (.4) = .27
Where:
Ajk = consumer K’s attitude score for brand j
Case 3-2: Jackson Ceiling Fans
1. Explain the different needs that a salesperson would have to address for each type of customer?
a. Overall, the customer must align with the buying cycles, decision making processes, quantities
ordered and buying needs of ultimate consumer.
Key differences
Big Box
Suburban hardware stores
Buying cycle
Twice per year
Consistently
Buying process
Orders are placed 6
months ahead of time
New items reviewed once per
year
units ordered
best selling styles
(who are the
customers)
contractors
personnel (20%)
some specialty contractors (10%).
Buying needs
differ
Price, margin, invoice
terms
Margin, training, product
assortment
Share market data
décor
2. For each type of customer, describe what the salesperson would need to consider regarding the timing of
meetings.
a. The buying cycles and the individuals involved differ depending on the customer.
Key differences
Big Box
Suburban hardware stores
Local lumberyards
Buying cycle
Twice per year
Consistently
As need basis
3. For each type of customer, describe how the amount sold would be different?
a. Assortment and quantity order changes
Key differences
Big Box
Suburban hardware stores
Local lumberyards
15 best selling styles
store
4. What would be the key difference in meeting preparation for a salesperson who is meeting with a buying
committee for a big-box retailer versus a meeting with the buyers for the lumberyard?
manager
Case 3-3: Tech Corporation
1. First, review the list of the key roles in a buying center. Consider who would be the person or people who would
fulfill each role and write it down. Please keep in mind that one person can perform different roles and several
individuals may occupy the same role.
Users (person/people who actually use the software tools) _________
2. Because each person in the buying center will have distinct needs, write down the specific needs—as it pertains to
the customer relationship management system—for users, buyers, influencers, deciders, and gatekeepers.
3. Now, write at least one benefit that the customer relationship management system would need to provide in order
to meet each person’s need(s).
Users
Buyers
Influencers
Deciders
Gatekeepers
Individual(s)
Mr. Mike Morris,
VP Sales
Tom Smith,
purchasing
manager
VP Sales
VP Sales
Tom Smith,
purchasing
manager
Tom Smith,
purchasing
manager
Ms. Olson, Mr.
Morris’s
administrative
salesforce.
Aid me in
meeting my
responsibilities
Aid me in
ensuring a
Aid me in
ensuring a
valuable
system
Aid me in
ensuring a
valuable system
Aid me in
ensuring a
valuable system
Benefits needed
Enable greater
our salesforce
Enables
productive
Enables
productive
Enables
salesforce to
become more
productive
Ensure strong
return on
investment for
CRM
Ensure strong
return on
investment for
CRM
Ensure strong
return on
investment for
CRM
Assists me in
ensuring that I
am helping my
supervisor
Case 3-4: McDonald‘s Ford Dealership
Scenario 1:
1. Buyer has a need for transportation. She has little product knowledge, bad attitude toward a used car,
and may believe the salesperson is not trustworthy.
3. By asking more situation probing questions.
4. The salesperson should:
A. Get her to continue talking by asking questions and listening.
B. Smoke out her specific needs.
Scenario 2:
2. Salesperson is asking many more needs discovery questions. Offering the opportunity for the buyer to test
drive.
4. The salesperson should:
5. Buyer’s real needs may be at her preconscious or unconscious level. Her perceptions may be distorted due