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A PRODUCT'S PRESTIGE CAENHANCE MY OWN IF I PURCHASE IT (PRESS RETURN TO CONT.)ĕ AS ON THE SALES GRID, THE COMBINATIOMETHING, IT MUST BE GOOD. SI AM LIKELY TO BUY IT. I SEEM TO BUMORE THAN I NEED, AND MANY THINGS DON'SUIT"9,9 SOLUTION PURCHASERI'VE ALREADY SURVEYED MY GENERAL NEEDSAND NOW I AM LOOKING FOR THE SPECIFIPRODUCT THAT WILL SATISFY THEM BEST ATHE PRRNS: ONE FOR THE PURCHASE AND ONE FOR THE VENDOR. THVERTICAL AXIS INDICATES CONCERN FOTHE SALESPERSON, WHILE THE HORIZONTAAXIS SHOWS CONCERN FOR THE PURCHASE (PRESS RETURN TO CONT.Ε"1,9 PUSHOVER"WHEN THE SALESMAN WHO LIKES ME RECOMMENDS SCГƓƓƓƓړ EARLIER WE INTRODUCED THE SALEGRID WHICH DESCRIBES VARIOUS SALESTRATEGIES IN TERMS OF THE SALES-PERSON'S CONCERN FOR THE BUYER ANFOR THE SALE. THE OTHER HALF OF THE BUYER-SELLEEQUATION SHOWS THAT THE CUSTOMER ALSHAS TWO CONCEBLES THE SALESPERSON T IDENTIFY BOTH THE BUYER'S PRO FESSIONAL AND PERSONAL NEED ENABLES THE SALESPERSON TO DE TERMINE HIS OWN PROFESSIONA NEED ENABLES THE SALESPERSON TO WOR ON HIS CLIENT FROM TWO DIRECTION (A) AND (C (B) AND ( HIERARCH (A) AND (C (B) AND (C   CONGRATULATIONS ! YOU HAVE NOW COMPLETED THE EDUCATIOPROGRAM OF "THE PRINCIPLES OF SALEPSYCHOLOGY". PRESS (A) TO ENāГ "REVIEW USING THE PARALLEL TECHNIQUE ENAATIVE SALESPERSON. (PRESS RETURN TO CONT.) ޔ "REVIEW" THE SUCCESSION ORDER IN WHICHUMANS SEEK TO SATISFY THEIR NEEDS IREFERRED TO AS THE PRIORITY OF NEED SELF-ACTUALIZATIO MASLOW'S NEEDIXTH SENSE THAT YOU WILL DE-VELOP AS YOU GAIN EXPERIENCE. SELLINIS THE OPERANT BEHAVIOR. YOU ONLYLEARN BY DOING IT. (PRESS RETURN TO CONT.) SORRY ABILITY TO LEARN TO ADAPT TO DIFFERENTPERSONALITIES AND SITUATIONS MAKES ONA CRE HAVFLEXIBILITY OF ACTION. THE SAME TREAT- MENT IS NOT GOING TO WORK WITH EVERYBUYER, BECAUSE FEARS AND PERSONALITIES DIFFER. YOU WILL NEED TO THINK ON YOURFEET, APPLYING THE PRINCIPLES OF PSYCHOLOGY YOU HAVE LEARNED HERE BUT ALSUSING THAT S (PRESS RETURN TO CONT.) ` FIRST, YOU MUST LEARN TO RECOG-NIZE UNDERLYING FEAR: LISTEN, OBSERVEAND ASK TACTFUL QUESTIONS. SECOND, USTHE SKILL OF EMPATHY. DEVELOP SENSITIVITY AND PERCEPTION, AND STAND IN THBUYER'S SHOES. FINALLY, YOU MUSTNAME>THE PARALLEL TECHNIQUE ENABLES THSALESPERSON TO IDENTIFY BOTH THBUYER' PROFESSIONAL AND PERSONAL NEEDS (PRESS RETURN TO CONT.Г ! YOU'RE DOING FINE. THAT COMPLETES THEND OF THE CONCEPTS AND QUIZ NOW, ON TO A REVIEW. "REVIEW NEXT TO THE PROFIT MOTIVE, THSTRONGEST BUYING MOTIVE IS EMULATIO PRID UTILIT LOVńړ INCORRECT UTILITY IS THE STRONGEST MOTIVE NEXTO THE PROFIT MOTIVE (PRESS RETURN TO CONT.ړ SORRY PROFIT IS THE PRIME BUYING MOTIVE FOA PURCHASING AGENT (PRESS RETURN TO CONT.NYTHING REQUIREDDESIRED OR USEFUL IS NEVER THE SAME FOR ANY TWO INDIVIDUAL A NEE A PRIORITY RELATED TO WANT ALL OF THE ABOV NONE OF THE ABOVŅ  * SORRY A NEED IS THE LACK OF ANYTHING REQUIRED, DESIRED OR USEFUL (PARE AWARE OF THE PROBLE (A) AND (C (B) AND (C4444*> SORRY CONSULTATIVE SELLING IS ENTERING BEFORCUSTOMERS ARE AWARE OF A PROBLEM, AILLUSTRATED BY THE PYRAMID (PRESS RETURN TO CONT.* "REVIEW A LACK OF ATION IS THE GREATEST CAUSOF LOSS OF SALES (PRESS RETURN TO CONT.> "REVIEW THE PURCHASING PRYAMIILLUSTRATES HOW EMPATHY IS MOST USEFU THE CONCEPTS OF CONSULTATIV SELLIN THAT IT IS BEST TO ENTER BEFOR CUSTOMERS (PRESS RETURN TO CONT.R "REVIEW MOST SALES ARE LOST THROUGH LACK OF MOTIVATIO LACK OF GOOD PREPARATIO LACK OF EMPATH FEAR OF REJECTIO΄HHH>R INCORRECT ALTHOUGH THE OTHERS ALL CAN CONTRIBUTEFEAR OF REJEC FEAR OFTEN STEMS FROM INSECURIT NOT KNOWING IF WE WILL SUCCEED I AN ACTION OR WITH A DECISIO IGNORANC ALL OF THE ABOV NONE OF THE ABOVŅ\\RR\f NOT QUITE INSECURITY, IGNORANCE AND NOT KNOWINABOUT THE FUTURE ALL CAUSE FEAR OF INFORMATION ANUNDERSTANDING IS COMMO VERBA COMMUNICATIO ALL OF THE ABOV NONE OF THE ABOVŅppfppz SORRY COMMUNICATION IS THE PASSING ANUNDERSTANDING OF INFORMATION (PRESS RETURN TO CONT.f "REVIEW REMEMBER THE BIG PICTUR IGNORE PECULIARITIE IMPROVE YOUR LISTENING ABILITلz INCORRECT THE BEST WAY TO IMPROVE YOULISTENING ABILITY IS TO MAINTAIN EYCONTACT (PRESS RETURN TO CONT.z "REVIEW THE PASSINGOF THE ABOV NONE OF THE ABOVŅ INCORRECT EMPATHY IS THE ART OF GETTING THBUYER TO THINK LIKE WE THINK (PRESS RETURN TO CONT. "REVIEW MAINTAINING EYE CONTACT IS THBEST WAY TO OVERCOME NERVOUSNES CUSTOMERS' ATTITUDES ANFEELINGS IS CALLED THE "YOU" FACTOR (PRESS RETURN TO CONT. "REVIEW WE USE EMPATHY TO GET THE BUYER TO THINK AND AC LIKE WE THINK AND AC JUST LIKE SYMPATH TO OVERCOME SPACE LANGUAG ALL RN TO CONT. "REVIEW THE "YOU" FACTOR IS SOMETIMES REFERRED TO AS THE "I FACTO VERY SIMILIAR TO UTILITY MOTIV RESPECTNG CUSTOMERS ATTITUDES AN FEELING (A) AND (B (A) AND (C SORRY RESPECTING L MAGNETIS PRESENT IN THE MOST EFFECTIV SALESDPEOPL NOT TEACHABL ALL OF THE ABOV NONE OF THE ABOVŅʔ INCORRECT PERSONAL MAGNETISM IS PRESENT IN THMOST EFFECTIVE SALESPEOPLE AND IDEFINITLY NOT TEACHABLE (PRESS RETU OF THE ABOV NONE OF THE ABOVŅޔ NOT TRUE PERSONAL MOTIVATION MUST COME FROWITHIN, ALL THE OTHERS BORDER ON BEINHABITS (PRESS RETURN TO CONT.ʔ "REVIEW A TRAIT THAT STRONGLY ATTRACTOTHERS IS PERSONA (PRESS RETURN TO CONT. "REVIEW THE CREATIVE SALESPERSON MUST LEARN THE ROPES OF THE BUSINES HAVE THE ABILITY TO LEARN HOW T ADAPT TO MANY DIFFERENT PERSON ALITIES AND SITUATION NOT HAVE ANY NATURAL LIMITATION ALLF THE ABOVŅ$. INCORRECT YOUR MENTAL (SELF) IMAGE IS THE MENTAAND SPIRITUAL PICTURE YOU HAVE OYOURSELF (PRESS RETURN TO CONT.$ INCORRECT SOURCE CREDIBILITY IS YOUR ABILITY TINSPIRE FAITH TRUST AND CONFIDENCE INGS YOUSUCCESS DEPENDS ON (PRESS RETURN TO CONT.. "REVIEW THE MENTAL AND SPIRITUAL PICTURYOU HAVE OF YOURSELF IS ALSO REFERRETO AS YOUR MENTAL IMAG YOUR UNTILITY MOTIV YOUR MENTAL ATTITUD ALL OF THE ABOVE NONE ONG DEPENDS ON YOUR SENIORITY SCAL YOUR AMBITION, WILLINGNESS AN ABILITY TO LEARN PLUS PERSISTENC YOUR PERSONAL RELATIONSHIP YOUR EMOTIONAL BACKGROUNĄ8.88L NOT QUITE YOUR AMBITION, WILLINGNESS AND ABILITTO LEARN ARE THE ONLY THL AS WE FEEL CAN BE REFERRED TO AS PERSUASIO SELLIN CLOSIN UTILITY MOTIVńVLVV` SORRY SELLING IS THE ART OF PERSUADING OTHERTO THINK AND FEEL AS WE FEEL (PRESS RETURN TO CONT.L "REVIEW SUCCESS IN SELLI KEY TO OVERCOMING BUYER FEAR OPERANT BEHAVIOR, YOU LEARN B DOIN ALL OF THE ABOV NONE OF THE ABOVŅ~~t~~ INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT. "REVIEW PERSUADING OTHERS TO THINK ANFEEy H ACCORDING TO THE GRID, THE LEASDESIRABLE POINT OF CONCERN IS THE 1,9 POIN THE 1,1 POIN THE 9,1 POIN THE 9,9 POINԄ TERRIFIC PRESS RETURN TO CONT. SELLING IS THE KEY TO OVERCOMING YOUR FEAR THE                     ЀЀЀЀ DЀЀĀĀЀЀ耀ЀЀЀЀժժժժժժժժժժժժժժժժЀЀЀЀЀЀЀЀЀЀȀЀժժժժժժժժժժժժժժժժЀЀǍ⁒㡼ЀЀЀU*U*U*U*U*U*U*U*U*U*U*U*U*U*U*U*U*U*U*U*ЀЀЀЀЀժժժժժժժժժժժժժժժժǍǀπψׇ ȈЀЀЀĀЀЀЀЀȊААЀЀЀЀժժժժժժժժժժժժժժժժЀЀЀЀȊ ȀȈȀ(U*U*AψЀЀĀЀܢЀ ժժժժժժժժժժժժժժժժЀȊАćАЀժժժժժժժժժժժժժժժ                %F272 %FF271 oEF270 %F268 DF269 9$F267 #F266 F64 "F265 X"F264 !F263 5F262 HF261 u!F260 F259 6F258 hBF257 F256 dHF255 F254 @F253.5 ?F252.5 (A) GO =F253 A252.PI ZZ** FRAME ALREADY DECLARED *** FRAME NOT DEFINED * oΠ8ȱLO`)Ȣ  L  ?0 Ȣ L)ɀ)ȱ  0$8`  X MODIFY FRAME ߥH Hȱ  MODIFY HEADER  X    MODIFY ANSWERS  E` s ȘL  X DELETE FRAME (Y/N) Ơ     ** FRAME DELETED *LNȱ8 Ȣ  L   4 ٰ u`)`$8f@숱09 Ȣ L$0$8f  (ELL)ɀм$08@@iȱiȢ 0J  (E) --> oL$  OTHERWISE -->L XM!! PRESS RETURN TO CONTL ` X FRAME NAME: qG NAME OF PICTURE FILE: q  LL=  L%   +A0< (x) GO TO ZL/ OTHERWISE q  ? THIS IS THE NAME OF THE PICTURE FILE USED FOR THIS FRAML `` WHICH FRAME? q2 bii X  DLv LN-)   @  $`hh`8; 8$ ##TYPE # ɍ(` NO MORE ROOHH`      ] ߈`L) 8`` q  $`A8 (x q$   $0 q8A LJJJ<  8`H$h L ` `8`HHh `  8     3UV    X o h WHAT?L@ XHPLEASE TRY AGAIN (PRESSR TO THE EXPERIENCES ANOPINIONS OF OTHER RESPECTED CUSTOMERSYOU CAN USE TESTIMONIALS AND REFERENCLEADS EFFECTIVELY HERE, BUT BE CAREFUTO DO SO IN A SUBTLE AND INDIRECT MANNER, AND DO NOT CONFUSE THE PROUD BUYEWITH THE EMULATOR (PRESS RETURN TOOR IS PARTLY DETERMINED BTHE SOCIAL GROUPS TO WHICH THEY BELONOR WISH THEY BELONGED. IN SELLING WSOMETIMES REFER TO EMULATION A"KEEPING UP WITH THE JONESES", AND IOFTEN IS A STRONG BUYING MOTIVE. WHEYOU ARE TRYING TO SELL TO AN EMULATORTRY TO REFE A PROUD CUSTOMER'EGOTISM (PRESS RETURN TO CONT. CLOSELY ALLIED TO THE MOTIVE OPRIDE IS THAT OF EMULATION. PEOPLE'CULTURAL SURROUNDINGS AND THE GROUPS TWHICH THEY BELONG STRONGLY INFLUENCTHEIR PERCEPTIONS. YOUR CUSTOMER'BUYING BEHAVIPABLE OF WANT SATISFACTIO HAS SEVERAL DIMENSION ALL OF THE ABOV NONE OF THE ABOVŅ888.8B GREAT (PRESS RETURN TO CONT.$ SORRY PLEASE TRY AGAIN (PRESS RETURN TO CONT. RIGHT ALWAYS APPEAL TO (PRESS RETURN TO CONT.t WONDERFUL A PURCHASING AGENT'S PRIME MOTIVE ITHAT OF PROFIT (PRESS RETURN TO CONT.V UTILITY NEED NEXT TO PROFIT IS THE STRONGES BUYING MOTIV IS THE ATTRIBUTE OF A PRODUC THAT MAKES IT CA IN INDUSTRIAL SELLING, PROFIT IS SALES MINUS COST PLUS OVERHEA A PURCHASING AGENTS PRIME BUYIN MOTIV APPRECIATION OF VALUE PRIOR T RESAL ALL OF THE ABOV NONE OF THE ABOVŅj`jjjt NOT TRUE PLEASE TRY THE QUESTION AGAIN IVE, YOU MUST PROVE TO YOUR CUSTOMERSTHAT THEY WILL MAKE MONEY, SAVE MONEOR BE HAPPIER AS A RESULT OF PURCHASINYOUR PRODUCT. IF YOUR PRODUCT CAN INDEED PRODUCE THESE RESULTS, YOUCHANCES OF SELLING IT ARE QUITE GOOD (PRESS RETURN TO CONT.t PROFIT, UTILITOR ESSENTIAL NEED, PRIDE, EMULATIONFEAR, AND LOVE (PRESS RETURN TO CONT. ASSUMING NO CHANGE IN SALES LEVELS,A DECREASE IN COST MEANS A CORRESPONDINGINCREASE IN PROFITS. THEREFORE, INORDER TO APPEAL TO THE PROFIT BUYINMOTTO CONT. CUSTOMERS BUY TO FILL NEEDS, TACQUIRE BENEFITS AND TO AVOID LOSSESMORE IMMEDIATELY, HOWEVER, MOST PEOPLBUY PRODUCTS, SERVICES OR IDEAS BECAUSA SALESPERSON APPEALED TO ONE OR MORBUYING MOTIVES, WHICH CAN BE SUMMARIZEIN SIX CATEGORIES:THE SCALE. ONLY THEN CAN YOMAKE YOUR SALES APPROACH ACCEPTABLAND TIMELY (PRESS RETURN TO CONT. INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT. YES PEOPLE'S NEEDS ARE CONSTANTLY CHANGING (PRESS RETURN RGOTTEN. A PERSON MOVEUP AND DOWN THE NEED SCALE DEPENDINON CIRCUMSTANCES, AND ONE SMALL INCIDENT CAN CAUSE A RAPID DOWNSCALE SHIFTBECAUSE HUMAN NEED LEVELS CONSTANTLFLUCTUATE, IT IS PART OF YOUR JOB TFIND OUT WHERE YOUR CUSTOMER IS AT THMOMENT ON HUMANS SEEK TO SATISFY NEED (A) AND (B (A) AND (CΕΕΕΕĕؕ SORRY PLEASE TRY AGAIN (PRESS RETURN TO CONT.ؕ A PERSON'S NEED STRUCTURE IS NOSTATIC. ONCE A LOWER NEED HAS BEESATISFIED, IT CANNOT NECESSARILY BPERMANENTLY FOOW PUTS ECONOMIC ANPHYSIOLOGICAL WANTS AT THE BOTTOM ANTHE NEED FOR SELF-FULFILLMENT ATHE TOP (PRESS RETURN TO CONT. MASLOW'S NEED HIERARCHY SHOWS US THE PRIORITY OF NEED THE WAY TO SATISFY OUR NEED THE SUCCESSION ORDER IN WHIC !v0Z MASLOW'S HIERARCHY OF NEEDS SHOWTHE SUCCESSION ORDER IN WHICH HUMANSEEK TO SATISFY NEEDS. AS A NEED OLOWER ORDER IS BEING SATISFIED, IT BECOMES LESS AND LESS IMPORTANT, AND THNEED OF NEXT HIGHER RANK BECOMES MORIMPORTANT. MASL                                        AND PERSONAL NEED (FOR EXAMPLETHE SAFETY-SECURITY NEED OF KEEPING JOB WHICH AGAIN HINGES ON THE FIRM'PROFITABILITY.) THE SALESPERSON THEKNOWS THAT AN APPEAL TO PROFITABILITWILL ADDRESS BOTH NEEDS (PRESS RETURN TO CONT.ړ EACH BUYING MOTIALLEL TECHNIQUE TAKES THIS DICHOTOMY OF NEEDS INTO CONSIDERATION (PRESS RETURN TO CONT. TO USE THIS PARALLEL TECHNIQUETHE SALESPERSON IDENTIFIES BOTH THBUYER'S PROFESSIONAL NEED (FOR EXAMPLEPRICE WHICH AFFECTS THE FIRM'S PROFITABILITY) ND OPERATIONAL REQUIREMENTSTHE PERSONAL REQUIREMENTS ARE THOSFACTORS IN HIS INHERENT PSYCHOLOGY THAINFLUENCE HIS PERSONAL ACTIONS. THOPERATIONAL OR COMPANY REQUIREMENTS ARHIS BUSINESS NEEDS FOR A PRODUCT THAPERFORMS A PARTICULAR JOB FUNCTIONTHE PAR>PLEASE TRY AGAIN (PRESS RETURN TO CONT. TRUE THE INDUSTRIAL BUYER IS MOTIVATED BBOTH PERSONAL AND PROFESSIONAL NEEDS (PRESS RETURN TO CONT. THE INDUSTRIAL CUSTOMER, IBUYING A PRODUCT, SEEKS TO SATISFY BOTPERSONAL A. UNLIKE CONSUMERS, THE INDUSTRIABUYER CAN DICTATE THE TERMS OF MOS SALE IS USED TO GETTING THE BEST IN HI TRANSACTION IS MOTIVATED BY BOTH PERSONAL AN PROFESSIONAL NEED (A) AND (B (A) AND (C   INCORRECT INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT.> CORRECT (PRESS RETURN TO CONTPLEASE TRY AGAIN (PRESS RETURN TO CONT.p SUPERB (PRESS RETURN TO CONT.R THE PRIMARY JOB OF A SALESPERSOIN REGARDS TO USING MOTIVE BASED SALETECHNIQUES IS TO FIGURE OUT THE PERSONAL NEED HIDDEN BEHIND THE MOTIVE TCHETHAT, WHEN FLIPPED, MAKE THEM BUYERSIT IS PART OF YOUR JOB TO FIND THEM THAT IS WHY YOU MUST LEARN HOTO READ PEOPLE LIKE YOU READ A BOOKTHERE IS INFINITE VARIETY AND MOTIVATION ON EVERY PAGE (PRESS RETURN TO CONT.p SORRY ES MOSSUSCEPTIBLE TO APPEAL IN THE INDIVIDUAL CUSTOMER IS UP TO YOU. ACTUALLYYOU MUST NOT EXPECT TO IDENTIFY ONLONE MOTIVE PER CUSTOMER; MOST PEOPLARE MOTIVATED BY MORE THAN ONE FORCAT A TIME. CUSTOMERS HAVE CERTAIINDIVIDUAL MOTIVATIONAL POWER SWIPLEASE TRY AGAIN (PRESS RETURN TO CONT. GREAT PROVING YOUR PRODUCT IMPROVES THE OBJECT OF A CUSTOMER'S AFFECTION IS THLOVE MOTIVE (PRESS RETURN TO CONT.z AS YOU MIGHT EXPECT, THE BURDEOF IDENTIFYING THOSE MOTIVVE HOW THE OBJECT OF YOUCUSTOMER'S AFFECTION WILL GAIN HEALTHWEALTH AND/OR HAPPINESS THROUGH THPURCHASE OF YOUR PRODUCT. HOWEVER, BCAREFUL THAT YOU DO NOT OVERSELL LOVEIT COULD TURN INTO CUSTOMER WRATH (PRESS RETURN TO CONT. NOT QUITE THE MOST POWERFUBUYING MOTIVES. PEOPLE BUY THINGS TEXPRESS LOVE OR TO OBTAIN IT. DEPARTMENT STORES HAVE NEVER LOST MONEY ACHRISTMAS TIME BY BETTING THAT PEOPLLOVE THEIR CHILDREN MORE THAN THEIMONEY WHEN UTILIZING THE LOVE MOTIVEYOU SHOULD PROORRY PLEASE TRY AGAIN (PRESS RETURN TO CONT. CORRECT WARNING YOUR CUSTOMER OF THE UNDESIRABLE RESULTS OF NOT BUYING IS THE FEAAPPEAL (PRESS RETURN TO CONT. LOVE, WHETHER OF SELF, FAMILY OSWEETHEART, IS ONE OF NOT BUYING IN EFFECT, YOU ARE INDUCING HEADACHE BEFORE OFFERING ASPIRIN. JUSBE SURE THAT THE PROBLEM IS A REAL ONAND THAT YOUR PRODUCT IS INDEED THSOLUTION TO IT, OR YOU WILL WIND UWITH A PROBLEM YOURSELF (PRESS RETURN TO CONT. SYING YOUPRODUCT OR SERVICE. THIS IS A DIRECAPPEAL TO THE "FEAR OF LOSS" SYNDROMETHINGS AS DIVERSE AS DEODORANTS ANREAL ESTATE ARE SOLD ON THE BASIS OFEAR. WHEN USING THE FEAR APPEAL, YOSHOULD GET YOUR CUSTOMER TO VISUALIZVIVIDLY THE BAD RESULTS OF RETURN TO CONT. THAT'S TRUE (PRESS RETURN TO CONT.ʔ FEAR OR ANXIETY-INDUCING APPEALSALTHOUGH OFTEN OVERUSED BY SALESPEOPLECAN BE QUITE EFFECTIVE. THE TECHNIQUIS TO WARN YOUR CUSTOMERS OF THE UNDESIRABLE RESULTS OF NOT BU AND WHAT PERSONAL NEED IS HIDDEBEHIND THE PROBLEM-SOLVING COMPUTER PROGRAM? IT COULD BE SOMETHING AS OB- SCURE AS THE ESTEEM AND STATUS THATYOUR CUSTOMER WANTS WITH THE BOSS. (PRESS RETURN TO CONT.) > THESE SAME INDUSTRIAL BUYERSALSO AIGUREOUT WHICH PERSONAL NEEDS ARE HIDDEN BE- TWEEN THE LINES OF REQUESTS. THE COATMAY REPRESENT A BASIC PHYSIOLOGICALNEED TO MAINTAIN BODY TEMPERATURE, ORIT MAY BE RELATED TO ESTEEM AND STATUNEEDS; MINK OR CASHMERE SYMBOLS OF HAVING "ARRIVED". IN GENERAL, YOUR CUSTOMERS WILLNOT STATE CLEARLY THAT THEY CURRENTLNEED SAFETY AND SECURITY OR ESTEEM AND STATUS. THEY ARE MUCH MORE LIKELYTO SAY THAT THEY NEED COATS, COMPUTERPROGRAMS OR GOOD DINNERS. YOUR FIRST JOB THEN IS TO F WHEN UTILIZING THE LOVE MOTIVE BE CAREFUL NOT TO FALL IN LOV YOURSEL DEPARTMENT STORES RARELY LOS MONE YOU SHOULD PROVE YOUR PRODUC WILL IMPROVE THE OBJECT OF YOU CUSTOMER'S AFFECTIO ALL OF THE ABOV NONE OF THE ABOVŅONT.)  THE FEAR APPEAL WARNS YOUR CUSTOMERS OF THE UN DESIRABLE RESULTS OF NOT BUYIN YOUR PRODUCT OR SERVIC IS MOST EFFECTIVE WHEN USED OFTE IS THE OPPOSITE OF THE FEAR O LOSS SYNDROM ALL OF THE ABOV NONE OF THE ABOVŅPRIDE OF ACCOMPLISHMENT. TO SUCCEED WITH PROUD CUSTOMERS, YOU SHOULAPPEAL TO THEIR EGOTISM BY PRAISE,MAKE REFERENCE TO THEIR IMPORTANT OPINIONS, ASK THEIR ADVICE, CALL THEBY NAME, AND ASK THEM QUESTIONS ABOUTTHEMSELVES. (PRESS RETURN TO C.B WE SHOULD NOT BE TOO QUICK TO CONDEMN THE MOTIVE OF PRIDE. IF ITWERE NOT FOR OUR NATURAL DESIRE TO HAVE BETTER THINGS FOR OURSELVES, OURCOUNTRY WOULD NOT ENJOY THE HIGHSTANDARD OF LIVING THAT IT DOES. A FAMILY BREADWINNER DESERVES TO FEELW AUTO OFUTURE PURCHASES THROUGH POSITIVE WORDOF MOUTH ADVERTISING. NEXT TO PROFIT, UTILITY IS THE STRONGEST BUYINGMOTIVE THAT PURCHASING AGENTS HAVE. (PRESS RETURN TO CONT.) B SORRY PLEASE TRY AGAIN (PRESS RETURN TO CONT IS TIME UTILITY.HERE IS WHERE EFFICIENT ORDER PRO- CESSING, WAREHOUSING AND SHIPPING CREATES VALUE BY AVOIDING DELAYS FINALLY, POSSESSION UTILITY HAGREAT EMOTIONAL VALUE TO CUSTOMERS. THEY CANNOT WAIT TO WEAR THAT NEGARMENT OR SHOW OFF THAT NEUTILITY AS THVALUE ADDED TO A PRODUCT BY HAVING IT IN THE RIGHT PLACE. PERSUADING A CUS-TOMER TO ACCEPT SHIPMENT OF A PRODUCTNOT ON HAND AND HOPING THAT IT ARRIVEUNDAMAGED IS A FORM OF UTILITY (PRESS RETURN TO CONT.) L A RELATED VALUESFY THE HIGHER NEEDS MUST BE POSPONED. (PRESS RETURN TO CONT.) UTILITY OR GENERIC NEED IS THEATTRIBUTE OF A PRODUCT OR SERVICE THATMAKES IT CAPABLE OF WANT-SATISFACTION.IN HAS SEVERAL SIGNIFICANT DIMENSIONS. WE SPEAK OF PLACE ALLY WANTING ANIMALS AND OUR NEEDS ARE PHYSIOLOGICAAND SOCIAL. NEEDS HAVE A CERTAIPRIORITY. AS THE MORE BASIC NEEDS ARESATISFIED, PEOPLE TURN THEIR ATTENTIOTO HIGHER NEEDS. IF THE BASIC NEEDSARE NOT MET, THEY CLAIM PRIORITY, AND EFFORTS TO SATITURN TO CONT.Г YES THE PARALLEL TECHNIQUE ENABLES THSALESPERSON TO IDENTIFY BOTH THBUYER'S PROFESSIONAL AND PERSONANEEDS (PRESS RETURN TO CONT. ACCORDING TO THE NOTED PSYCHOLOGIST ABRAHAM H. MASLOW, HUMABEINGS ARE PERPETUES THE SALESPERSON T IDENTIFY BOTH THE BUYER'S PRO FESSIONAL NEED AND PERSONAL NEE ENABLES THE SALESPERSON T DETERMINE HIS OWN MOTIVATION ALL OF THE ABOV NONE OF THE ABOVŅƓƓƓƓГ INCORRECT PLEASE TRY AGAIN (PRESS RE WORK IN FIGURINOUT THE RELATIVE STRENGTHS OF THESNEEDS WILL ENABLE YOU TO SOLVE YOUBUYERS' PROBLEMS MORE EFFECTIVELY (PRESS RETURN TO CONT.Г USING THE PARALLEL TECHNIQUE ALLOWS THE SALESPERSON TO HOO HIS BUYER FROM TWO ANGLE ENABLVE APPEALS TO PARALLEL STRUCTURE OF COMPLEMENTARNEEDS OF THE PURCHASING AGENT WITHITHE FIRM'S ENVIRONMENT. BUYING ACTIOIS THE RESULT OF MOTIVATION, AND YOMUST DIRECT YOUR APPEALS TO MOTIVETHAT ARE RELAXED TO BOTH NEED STRUCTURES YOUR DETECTIVENT.) ONE SUPPLIER OVEANOTHER ON THE DIFFERENCES IN QUALITYSERVICE AND PRICE, IN THAT ORDER. WITRESPECT TO THE FIRM'S BASIC FUNCTIONANEEDS, THE BUYER SEEKS PROFIT ANUTILITY, AND THE SALESPERSON MUST APPEAL TO THESE MOTIVATIONS. (PRESS RETURN TO COESSIONAL NEEDS INDUSTRIAL BUYERS MUST CONSIDESUCH PARAMETERS AS PROFIT GOALS,UTILITY VALUES AND COST-BENEFIT GUIDELINES. THEY MUST JUSTIFY PURCHASES OTHE BASIS OF PERFORMANCE. CONSEQUENTLY, THESE BUYERS TEND TBASE THEIR CHOICES OFTURN TO CONT.)֠Ӡ٠ ZKE THE CONSUMER, BUYS WHEN AN AROUSENEED IS MOTIVATED TO ACTION. THE BUYEACTS TO SATISFY THAT NEED. UNLIKE THULTIMATE CONSUMER, HOWEVER, THE INDUSTRIAL BUYER IS MOTIVATED BY BOTH PER-SONAL AND PROFCHOICES OF ONE SUPPLIER OVEANOTHER ON THE DIFFERENCES IN QUALITYSERVICE AND PRICE, IN THAT ORDER. WITRESPECT TO THE FIRM'S BASIC FUNCTIONANEEDS, THE BUYER SEEKS PROFIT ANUTILITY, AND THE SALESPERSON MUST APPEAL TO THESE MOTIVATIONS. (PRESS REL AND PROFESSIONAL NEEDS INDUSTRIAL BUYERS MUST CONSIDESUCH PARAMETERS AS PROFIT GOALS,UTILITY VALUES AND COST-BENEFIT GUIDELINES. THEY MUST JUSTIFY PURCHASES OTHE BASIS OF PERFORMANCE. CONSEQUENTLY, THESE BUYERS TEND TBASE THEIR THE ABOVŅfff\fp THE INDUSTRIAL PURCHASING AGENTLIKE THE CONSUMER, BUYS WHEN AN AROUSENEED IS MOTIVATED TO ACTION. THE BUYEACTS TO SATISFY THAT NEED. UNLIKE THULTIMATE CONSUMER, HOWEVER, THE INDUSTRIAL BUYER IS MOTIVATED BY BOTH PER-SONA WHEN UTILIZING MOTIVE APPEALS THE BURDEN OF IDENTIFYING THEM I UP TO YO YOU HAVE TO REALIZE THAT MOS PEOPLE ARE MOTIVATED BY MORE THA ONE FORCE AT A TIM THERE IS INFINITE VARIETY AN MOTIVATIO ALL OF THE ABOV NONE OFIMPROVE PRODUCTIVITY AND THEREBY LOWER COSTS (PRESS RETURN TO CONT.~ TO SUCCEED WITH PROUD CUSTOMERYOU SHOULD TELL THEM ABOUT YOUR LATES ACCOMPLISHMENT DISCUSS CURRENT EVENT APPEAL TO THEIR UTILITY NEEDS APPEAL TO THEIR EGOTIS̈́N INDIVIDUAL OR A COMPANY HOPES TO MAKE PROFIT THROUGH APPRECITION OF VALUE AA SUBSEQUENT RESALE. IN INDUSTRIASELLING, THIS IS THE PURCHASING AGENTPRIME BUYING MOTIVE. THE AGENT IS INTERESTED IN MACHINERY OR EQUIPMENT THAWILL INCREASE EFFICIENCY, RMS THAPEOPLES NEEDS ARE NOT STATIC RARELY IF EVER CHANGE ONCE THE HAVE BEEN SATISFIE DON'T HAVE MUCH TO DO WITH TH SALES PROCESS (A) AND (B) (A) AND (C STOCKS, BONDS, ARTWORKS, AND CAPITAL GOODS ARE PURCHASED BECAUSE AIC PHYSIOLOGICAL NEEDS: FOOD DRINK, SEX, AND SHELTER (PRESS RETURN TO CONT.)ؕ CORRECT MASLOW'S HIERARCHY TELLS US BOTH THPRIORITY OF NEEDS AND THEIR SUCCESSIOORDER. (PRESS RETURN TO CONT.) THE NEED HIERARCHY CONFIR 4) ESTEEM AND STATUS NEEDS: SEL RESPECT, REPUTATION AND PRESTIGE 3) BELONGING AND SOCIAL ACTIVITY: LOVE NEEDS, AFFECTION, AND GROU ACCEPTANCE 2) SAFETY AND SECURITY NEEDS: PRO TECTON, ORDER, AND FAMILY STAB ILITY 1) BASRIAL BUYER THUS HAS TWO PARALLENEED STRUCTURES AND ATTEMPTS TO SATISFTHEM BOTH IN BUYING (PRESS RETURN TO CONT.) MASLOW'S HIERARCHY OF NEEDS 5) SELF-ACTUALIZATION NEEDS: SELF- FULFILLMENT; FOR DOING WHAT ON IS BEST FITTED FORE PEOPLE WITH PERSONAL NEEDSSUCH AS THOSE WE HAVE BEEN DISCUSSING.THEY WANT TO IMPROVE THEIR POSITIONSIN THEIR FIRMS. THEY ALSO HAVE A STAKE IN IMPROVING THEIR COMPANIEPUBLIC IMAGES, SINCE THEY ARE PUBLICLASSOCIATED WITH THESE IMAGES. THE INDUST? eHQ ~=|$kz4!~~~~~~~~ F20 *F222 *F221 KUF220 HF219 d*F218 GF217 )F216 EF215.5 KDF215 )F214 (F213 'F212 a&F211.5 SF211 %F210 h$F208 $F209 RF207 "F206 YRF205 ?"F204 ~!F203 zPF202.6 F202.5 BF20247 0;F246 :F245 :F244 WF243 9F241 9F242 b8F240 F2 LF239 .8F238 7F237 VF236 5F235 55F234 4F233 KF232 2F231 1F229 :2F230 JF228 J/F227 /F226 .F225 .F224 8+F223 ZF252 BF251 AF250 @F249 >F248.5 _=F248 ;F247.5 NF2 FEAR OFTEN STEMS FROM INSECURIT NOT KNOWING IF WE WILL SUCCEED I AN ACTION OR WITH A DECISIO IGNORANC ALL OF THE ABOV NONE OF THE ABOVŅ\\RR\f NOT QUITE INSECURITY, IGNORANCE AND NOT KNOWINABOUT THE FUTURE ALL CAUSE FEAR OF INFORMATION ANUNDERSTANDING IS COMMO VERBA COMMUNICATIO ALL OF THE ABOV NONE OF THE ABOVŅppfppz SORRY COMMUNICATION IS THE PASSING ANUNDERSTANDING OF INFORMATION (PRESS RETURN TO CONT.f "REVIEW REMEMBER THE BIG PICTUR IGNORE PECULIARITIE IMPROVE YOUR LISTENING ABILITلz INCORRECT THE BEST WAY TO IMPROVE YOULISTENING ABILITY IS TO MAINTAIN EYCONTACT (PRESS RETURN TO CONT.z "REVIEW THE PASSINGOF THE ABOV NONE OF THE ABOVŅ INCORRECT EMPATHY IS THE ART OF GETTING THBUYER TO THINK LIKE WE THINK (PRESS RETURN TO CONT. "REVIEW MAINTAINING EYE CONTACT IS THBEST WAY TO OVERCOME NERVOUSNES CUSTOMERS' ATTITUDES ANFEELINGS IS CALLED THE "YOU" FACTOR (PRESS RETURN TO CONT. "REVIEW WE USE EMPATHY TO GET THE BUYER TO THINK AND AC LIKE WE THINK AND AC JUST LIKE SYMPATH TO OVERCOME SPACE LANGUAG ALL RN TO CONT. "REVIEW THE "YOU" FACTOR IS SOMETIMES REFERRED TO AS THE "I FACTO VERY SIMILIAR TO UTILITY MOTIV RESPECTNG CUSTOMERS ATTITUDES AN FEELING (A) AND (B (A) AND (C SORRY RESPECTING L MAGNETIS PRESENT IN THE MOST EFFECTIV SALESPEOPLE NOT TEACHABL ALL OF THE ABOV NONE OF THE ABOVŅʔ INCORRECT PERSONAL MAGNETISM IS PRESENT IN THMOST EFFECTIVE SALESPEOPLE AND IDEFINITLY NOT TEACHABLE (PRESS RETU OF THE ABOV NONE OF THE ABOVŅޔ NOT TRUE PERSONAL MOTIVATION MUST COME FROWITHIN, ALL THE OTHERS BORDER ON BEINHABITS (PRESS RETURN TO CONT.ʔ "REVIEW A TRAIT THAT STRONGLY ATTRACTOTHERS IS PERSONA (PRESS RETURN TO CONT. "REVIEW THE CREATIVE SALESPERSON MUST LEARN THE ROPES OF THE BUSINES HAVE THE ABILITY TO LEARN HOW T ADAPT TO MANY DIFFERENT PERSON ALITIES AND SITUATION NOT HAVE ANY NATURAL LIMITATION ALLF THE ABOVŅ$. INCORRECT YOUR MENTAL (SELF) IMAGE IS THE MENTAAND SPIRITUAL PICTURE YOU HAVE OYOURSELF (PRESS RETURN TO CONT.$ INCORRECT SOURCE CREDIBILITY IS YOUR ABILITY TINSPIRE FAITH TRUST AND CONFIDENCE INGS YOUSUCCESS DEPENDS ON (PRESS RETURN TO CONT.. "REVIEW THE MENTAL AND SPIRITUAL PICTURYOU HAVE OF YOURSELF IS ALSO REFERRETO AS YOUR MENTAL IMAG YOUR UTILITY MOTIVE YOUR MENTAL ATTITUD ALL OF THE ABOVE NONE ONG DEPENDS ON YOUR SENIORITY SCAL YOUR AMBITION, WILLINGNESS AN ABILITY TO LEARN PLUS PERSISTENC YOUR PERSONAL RELATIONSHIP YOUR EMOTIONAL BACKGROUNĄ8.88L NOT QUITE YOUR AMBITION, WILLINGNESS AND ABILITTO LEARN ARE THE ONLY THL AS WE FEEL CAN BE REFERRED TO AS PERSUASIO SELLIN CLOSIN UTILITY MOTIVńVLVV` SORRY SELLING IS THE ART OF PERSUADING OTHERTO THINK AND FEEL AS WE FEEL (PRESS RETURN TO CONT.L "REVIEW SUCCESS IN SELLI KEY TO OVERCOMING BUYER FEAR OPERANT BEHAVIOR, YOU LEARN B DOIN ALL OF THE ABOV NONE OF THE ABOVŅ~~t~~ INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT. "REVIEW PERSUADING OTHERS TO THINK ANFEEvH ACCORDING TO THE GRID, THE LEASDESIRABLE POINT OF CONCERN IS THE 1,9 POIN THE 1,1 POIN THE 9,1 POIN THE 9,9 POINԄ TERRIFIC PRESS RETURN TO CONT. SELLING IS THE KEY TO OVERCOMING YOUR FEAR THE                     !!! ! ! ! ! !!!!!!!!!""" " " " " """""""""               OMETHING, IT MUST BE GOOD. SI AM LIKELY TO BUY IT. I SEEM TO BUMORE THAN I NEED, AND MANY THINGS DON'SUIT"9,9 SOLUTION PURCHASERI'VE ALREADY SURVEYED MY GENERAL NEEDSAND NOW I AM LOOKING FOR THE SPECIFIPRODUCT THAT WILL SATISFY THEM BEST ATHE PRRNS: ONE FOR THE PURCHASE AND ONE FOR THE VENDOR. THVERTICAL AXIS INDICATES CONCERN FOTHE SALESPERSON, WHILE THE HORIZONTAAXIS SHOWS CONCERN FOR THE PURCHASE (PRESS RETURN TO CONT.Ε"1,9 PUSHOVER"WHEN THE SALESMAN WHO LIKES ME RECOMMENDS SCГƓƓƓƓړ EARLIER WE INTRODUCED THE SALEGRID WHICH DESCRIBES VARIOUS SALESTRATEGIES IN TERMS OF THE SALES-PERSON'S CONCERN FOR THE BUYER ANFOR THE SALE. THE OTHER HALF OF THE BUYER-SELLEEQUATION SHOWS THAT THE CUSTOMER ALSHAS TWO CONCEBLES THE SALESPERSON T IDENTIFY BOTH THE BUYER'S PRO FESSIONAL AND PERSONAL NEED ENABLES THE SALESPERSON TO DE TERMINE HIS OWN PROFESSIONA NEED ENABLES THE SALESPERSON TO WOR ON HIS CLIENT FROM TWO DIRECTION (A) AND (C (B) AND ( HIERARCH (A) AND (C (B) AND (C   CONGRATULATIONS ! YOU HAVE NOW COMPLETED THE EDUCATIOPROGRAM OF "THE PRINCIPLES OF SALEPSYCHOLOGY". PRESS (A) TO ENāГ "REVIEW USING THE PARALLEL TECHNIQUE ENAATIVE SALESPERSON. (PRESS RETURN TO CONT.) ޔ "REVIEW" THE SUCCESSION ORDER IN WHICHUMANS SEEK TO SATISFY THEIR NEEDS IREFERRED TO AS THE PRIORITY OF NEED SELF-ACTUALIZATIO MASLOW'S NEEDIXTH SENSE THAT YOU WILL DE-VELOP AS YOU GAIN EXPERIENCE. SELLINIS THE OPERANT BEHAVIOR. YOU ONLYLEARN BY DOING IT. (PRESS RETURN TO CONT.) SORRY ABILITY TO LEARN TO ADAPT TO DIFFERENTPERSONALITIES AND SITUATIONS MAKES ONA CRE HAVFLEXIBILITY OF ACTION. THE SAME TREAT- MENT IS NOT GOING TO WORK WITH EVERYBUYER, BECAUSE FEARS AND PERSONALITIES DIFFER. YOU WILL NEED TO THINK ON YOURFEET, APPLYING THE PRINCIPLES OF PSYCHOLOGY YOU HAVE LEARNED HERE BUT ALSUSING THAT S (PRESS RETURN TO CONT.) ` FIRST, YOU MUST LEARN TO RECOG-NIZE UNDERLYING FEAR: LISTEN, OBSERVEAND ASK TACTFUL QUESTIONS. SECOND, USTHE SKILL OF EMPATHY. DEVELOP SENSITIVITY AND PERCEPTION, AND STAND IN THBUYER'S SHOES. FINALLY, YOU MUSTNAME>THE PARALLEL TECHNIQUE ENABLES THSALESPERSON TO IDENTIFY BOTH THBUYER' PROFESSIONAL AND PERSONAL NEEDS (PRESS RETURN TO CONT.Г ! YOU'RE DOING FINE. THAT COMPLETES THEND OF THE CONCEPTS AND QUIZ NOW, ON TO A REVIEW. "REVIEW NEXT TO THE PROFIT MOTIVE, THSTRONGEST BUYING MOTIVE IS EMULATIO PRID UTILIT LOVńړ INCORRECT UTILITY IS THE STRONGEST MOTIVE NEXTO THE PROFIT MOTIVE (PRESS RETURN TO CONT.ړ SORRY PROFIT IS THE PRIME BUYING MOTIVE FOA PURCHASING AGENT (PRESS RETURN TO CONT.NYTHING REQUIREDDESIRED OR USEFUL IS NEVER THE SAME FOR ANY TWO INDIVIDUAL A NEE A PRIORITY RELATED TO WANT ALL OF THE ABOV NONE OF THE ABOVŅ  * SORRY A NEED IS THE LACK OF ANYTHING REQUIRED, DESIRED OR USEFUL (PARE AWARE OF THE PROBLE (A) AND (C (B) AND (C4444*> SORRY CONSULTATIVE SELLING IS ENTERING BEFORCUSTOMERS ARE AWARE OF A PROBLEM, AILLUSTRATED BY THE PYRAMID (PRESS RETURN TO CONT.* "REVIEW A LACK OF ATION IS THE GREATEST CAUSOF LOSS OF SALES (PRESS RETURN TO CONT.> "REVIEW THE PURCHASING PRYAMIILLUSTRATES HOW EMPATHY IS MOST USEFU THE CONCEPTS OF CONSULTATIV SELLIN THAT IT IS BEST TO ENTER BEFOR CUSTOMERS (PRESS RETURN TO CONT.R "REVIEW MOST SALES ARE LOST THROUGH LACK OF MOTIVATIO LACK OF GOOD PREPARATIO LACK OF EMPATH FEAR OF REJECTIO΄HHH>R INCORRECT ALTHOUGH THE OTHERS ALL CAN CONTRIBUTEFEAR OF REJECIRSCALL. BUT BUYERS HAVE THEIR OWN SETOF FEARS, AND BUYERS FEAR IS RELATED TCERTAIN BUYER BEHAVIOR, DEPENDING OPERSONALITY TYPE. IN HANDLING BUYEFEAR, THE BURDEN IS ONCE AGAIN ON YOU (PRESS RETURN TO CONT. TO CONT.) ETURN TO CONT.jH HUMANS SEEK TO SATISFY THEINEEDS (PRESS RETURN TO CONT.)O CONT. NONE OF THE ABOVŅ$ER: BUYER FEAR. YOU MAY FEAR THAT YOU HAVE A WORLMONOPOLY ON FEAR ON THE DAY YOUR SALEMANAGER SENDS YOU OUT FOR YOUR F CORRECT SELLING IS OPERANT BEHAVIOR; YOU LEARBY DOING (PRESS RETURN TO CONT.j INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT. INCORRECT PLEASE TRY AGAIN (PRESS RETURN TO CONT. (PRESS RUST COME FROWITHIN IS HONEST RELIABILIT FLEXIBILIT PERSONAL MOTIVATIO΄ԔԔԔʔޔ NOT TRUE MASLOW'S HIERARCHY OF NEEDS, A PRIORITOF NEEDS, IS THE SUCCESSION ORDER IWHICH HUMANS SEEK TO SATISFY THEINEEDS (PRESS RETURN TO CONT.)ILITIES (PRESS RETURN TO CONT. "REVIEW THE ABILITY TO INSPIRE FAITHTRUST AND CONFIDENCE IS: EMPATH UTILITY MOTIV SOURCE CREDIBILIT POSITIVE MENTAL ATTITUDń "REVIEW" THE ONE TRAIT THAT MPERIENCE YOUR SUCCESSES IN AD VANC RELEASE HIDDEN ABILITIE ALL OF THE ABOV NONE OF THE ABOVŅ$ SORRY THE VISUALIZATION EXERCISE ENABLEYOU TO CHANGE YOUR SELF-IMAGE, EXPERIENCE YOUR SUCCESSES IN ADVANCE ANRELEASE HIDDEN ABAR IS RELATED TCERTAIN BUYER BEHAVIOR, DEPENDING OPERSONALITY TYPE. IN HANDLING BUYEFEAR, THE BURDEN IS ONCE AGAIN ON YOU (PRESS RETURN TO CONT. "REVIEW THE VISUALIZATION EXERCISE ALLOWYOU TO CHANGE YOUR SELF-IMAG EX NOW TAKE ONE MORE FACTOINTO ACCOUNT IN OUR ANALYSIS OF THCUSTOMER: BUYER FEAR. YOU MAY FEAR THAT YOU HAVE A WORLMONOPOLY ON FEAR ON THE DAY YOUR SALEMANAGER SENDS YOU OUT FOR YOUR FIRSCALL. BUT BUYERS HAVE THEIR OWN SETOF FEARS, AND BUYERS FEL DOMINATE HIM ANIF I BUY, GET AS MUCH AS POSSIBLE FOEVERY DIME I SPEND (PRESS RETURN TO CONT.) WE HAVE STUDIED SEVERAL PSYCHOLOGICAL THEORIES OF BEHAVIOR THAT HAVEUS UNDERSTAND WHY BUYERS ACT AS THEY DAND SAY WHAT THEY SAY WE MUSTCARE LESS"I AVOID SALESMEN IF I CAN. SEEING THEIS A BOTHER. IF THERE'S ANY RISK OFMY BEING WRONG, THE BOSS OR SOMEONELSE HAD BETTER OKAY THE PURCHASINDECISION. "9,1 DEFENSIVE PURCHASERNO SALESMAN IS GOING TO TAKE ADVANTAGEOF ME. INSTEAD, I'LON OF VARIOUS STRENGTHS OF CONCERN PRODUCES VARIOUS CUSTOMEATTITUDES. THERE ARE FIVE BASIC GRISTYLES WITH ASSOCIATED ASSUMPTIONSSTRATEGIES AND WAYS OF INTERACTING WITSALESPEOPLE PRESS (A) TO SEE ILLUSTRATIO PRESS (B) TO GO O΂Ε"1,1 COULDN'T ICE I CAN AFFORD."5,5 REPUTATION BUYERTHE BEST GUIDE TO PURCHASING IS OTHEPEOPLE'S EXPERIENCE, TESTED OVER THLONG RUN. A PRODUCT'S PRESTIGE CAENHANCE MY OWN IF I PURCHASE IT (PRESS RETURN TO CONT.)ĕ AS ON THE SALES GRID, THE COMBINATITRZ,l ,QzYL9? xln;A,