Chapter 2 – Why People Buy


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Chapter 2: Why People Buy
Chapter 2: Why People Buy
Steps Of The Consumer Purchase Process
Steps Of The Consumer Purchase Process
Helping Customers Make Decisions
Helping Customers Make Decisions
Chapter 2 : Recap & Quiz
Chapter 2 : Recap & Quiz

Chapter 2 : Why People Buy
In this lesson you’ll learn about WHY PEOPLE BUY or as those high-priced marketers call it, Consumer Behavior. I’ll teach you the five steps consumers go through in making a purchase, and how you need to be attuned to them. You’ll also learn about consumer motivations and I’ll show you a common sense approach towards helping your prospects to make wise purchasing decisions. A brief multiple-choice quiz and recap immediately follow this lesson to reinforce your understanding.
  • Consumer Behavior
  • Steps Consumers Go Through in Making a Purchase
  • Consumer Motivations
  • Hot Buttons
  • Approach to Helping Customers with Purchase Decisions

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Test Your Knowledge of Chapter 2

Remember that the elements of consumer behavior are the steps that make up an individual’s evaluation, purchase and use of products and services.
Remember the steps of consumer behavior
  • The first step is problem recognition.
  • The second step is a search for solutions.
  • The third step is an evaluation of the solutions from 2 perspectives:
  • Internal based upon your past experiences.
  • External by looking outside yourself at the world around you.
  • The fourth step is to decide on a course of action.
  • And the fifth step is dealing with the potential of “buyer’s remorse.”
Hot buttons (and how to deal with them):
  • Identify the prospect’s hot buttons.
  • Sell the benefits of your product or service according to their particular set of needs.
  • Help the prospect prioritize their needs.
  • Ask them what sacrifices or trade-offs they’re willing to make to balance their priorities with their budget.
  • And lastly, remember to put yourself in your prospect’s shoes.
View things from their perspective
  • Determine what is most important to your prospect.
  • Think long-term.
  • Focus on solving their problems and you’ll have a loyal client for life.