The Psychology of Selling:
Why people buy, what people buy
Develop a customer strategy

Understand buyer behavior

Discover customer needs

Develop prospect base
Buyer Resolution Theory
Five buying decisions:

Why should I buy?

What should I buy?

Where should I buy?

What is a fair price?

When should I buy?
Buying Motive

An aroused need that stimulates behavior
intended to satisfy that need.

All buying behaviors must be based on the
needs, but the needs that are promoted by
effective culimuti (Buying Motive), will
become buying action.