In the selling process, the 2nd step is Buying Motives. It’s key to know the WHY behind someone’s decision to make a purchase.
The first of the 3 motives is EMOTIONAL. This is when a customer makes a decision to purchase based on feelings and emotions such as prestige, imitation, affection, comfort, ambition, distinctiveness, pleasure, hunger and thirst, habit.
The 2nd of the 3 motives is RATIONAL. This is when a customer makes a decision to purchase based on logic or judgement rather than on emotion. When making larger purchases, such as a home or car, the consumer tends to be more rational with their decision.
The 3rd of the 3 motives is PATRONAGE. This is when a customer makes a decision to purchase from a particular retailer, outlet, or service provider over another one that offers the same products or services. The reasoning could be emotional or rational. Emotional would be based on things like the atmosphere of the retailer; influencers recommended; prestige; habit; and imitating others. Rational would be based on things like convenience; low prices; wide ranges of options; reputation of the establishment; good sales staff; and prior experience and familiarity with the retailer.
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