1. The Psychology of Selling – Chapter 4 Introduction to Sales Management

3. Black Box Approach Diagram –Stimulus (perangsang) – response model of buyer behavior A stimulus (sales presentation) triggers the buyers hidden mental process to respond to the stimuli, thus causing the buyer to make a purchase (response )

6. Consumer Buying Behavior Fear Sadness Discomfort Anxiety Pain Stress Emotional loss Illness Harm Mocking Depression External pressure Freedom from… Acceptance Achievement Acquisition Affection Affiliation Appreciation Beauty Friendship Comfort Leisure Personal Space Uniqueness Esteem Fame Happiness Identification Knowledge Prestige Pleasure Recognition Respect Revenge Satisfaction Social Status Sympathy Variety Fun Desire for Aggression Curiosity responsible dominance Group protection Imitation Independence Love Nurturing order Personal fulfillment Playing Relaxing Power Pride Freedom Self Identity Tenderness Psychological Hunger Thirst Activity Sleep Passion Excretion Self Preservation Hot/cool Physiological Examples Types of Needs

15. Matching The buyer’s needs to the product’s benefit

18. Common psychological needs Prevention of loss Self preservation Comfort or luxury Desire to succeed Pleasure Love for family Security Desire for gain Vanity Fear

32. Examples of Cognitive Dissonance Heavy smoker Cognitive Dissonance examples

35. Buyer’s Personality Style No jacket, loose tie or functional work clothes Current styles and informal Modern and crumpled Neat and conservative Dress Messy- piles of paper. Pictures of action in plant or products on the wall Warm decoration- people, scenic pictures. Antiques Abstract art, bookcases, trend charts, etc Used for computers and calculators. Has output point. Room Chaotic Personal & memorabilia Reference , theory books Neat Desk Environment Present Past Future Past, present, future Time orientation Impatient, short sighted, status seeking, self cantered, impulsive, don’t trust anybody, non-delegator Impulsive, manipulative, over personalizes, sentimental, postponing, guilt ridden, sirs up conflict, subjective Unrealistic, lubricious, dreamer, scattered, devious, out of date, dogmatic, impractical, poor listener Talkative, indecisive, Overcautious, overanalyses, unemotional, undynamic, controlled and controlling, Too serious, rigid & petty Person’s limitation Pragmatic, assertive, single-minded, technically skilled, objective – bases opinion on what he/she actually sees, perfection seeking, decisive, direct and down to earth, action orientated Spontaneous, persuasive, empathetic, grasps traditional values, probing, introspective, draws out feelings of others, loyal, active using previous style. Original, imaginative, creative, broad-gauged, Charismatic, idealist, intellectual, tenacious, ideological, conceptual, involved Effective communicator, Deliberative, prudent, weighs Alternatives, stabilizing, objective, rational, analytical, ask questions for more facts The person’s strength Active person. Deals with the world through their senses. Very deductive and energetic. People oriented. Very sensitive to people’s needs. An emotional person rooted in the past. Enjoys contact with people. Able to understand people well. Knowledgeable & future orientated person. An innovator who likes abstract principles from a mass of material. Active in community affairs by assisting in policy making, program development etc. A direct, detail orientated person. Likes to deal in sequence on his/her time. Very precise, sometimes seen as a petty minded Fact orientated . How to describe this person Senser Feeler Intuit or Thinker Guideline