We mention in the previous articles that one of the roles of sales person is: determining the customer’s needs and try to satisfy those needs as a result of the sale.
We can concluded that Selling is the process of determining customer’s needs and wants and persuading the customer to purchase a product or idea that will satisfy those needs and wants , thereby both the buyer and the seller gain a benefit .
What is human need?
A state of felt deprivation of some basic satisfaction which needs to be eliminated or a problem which needs to be solved.[ Hungry, unprotected, Unsafely, lonely, ……etc]
Need always refers to people. Maslow mentioned that we have 5 basic needs. He put them in hierarchy shape.
(1) Physiological, such as food, shelter, clothing, and sex
(2) Safety, the need for security and safety
(3) Social/love and belonging, feel a sense of love, affection, belonging, and acceptance
(4) Esteem, gain recognition, status, and respect from others
(5) Self- actualization, the need for self fulﬁllment and a desire to realize one’s own potential.
Higher needs become important only if lower needs are satisfied. So the lower needs are basic and products that satisfy these types of needs are easy in buying decisions.
Wants are: Desire for specific satisfiers of these deeper need [Food, Clothing, Shelter, Safety, Belonging, etc.]. Want refer to good.
Marketers do not create needs but, along with other influencers in the society through influence wants”
Demands are: Wants for specific products that are packed by an ability& willingness to buy them. Wants become demands when supported by purchasing power.
We must know that to buy means to satisfy a need .We have 6 buying motives which are of equal importance .Normally the buyer has a whole cluster of motives, yet in the final analysis basically one is decisive. To Discover the customer’s need or to know the buying motive you must ASK question. You must tailor your product benefit with these needs.
6 buying motives are:
1-Making a gain; Physician prescribes a drug with rapid onset of action and quick symptomatic relief for good reputation , more patients
2 – Avoiding a Loss; Pharmacist keeps stock of fast moving items only.
3 – Having Pleasure, Enjoyment; Physician prescribes drug with simple dosage schedule (e.g. easy to explain/fixed combination, SR form)
4 – Avoiding Pain, Worries, Problems; Pharmacist may not stock narcotics.
5- Boosting Pride, Self-Satisfaction; Physician prescribes the drug he believes to be effective regardless of the price.
6- Gaining Social Approval, Prestige; GP prescribes the preparation recommended by opinion leaders.
ü Behind every sales there is a buying motive
ü Sell the way your customer wants to buy not the way you want to sell
We will discuss Buyer Decision Process and professional sales person (medical rep) in the next articles