Understanding Buying Motives

Understanding Buying Motives (Module 6)

There are logical and emotional reasons for buying. Individuals purchase often through their emotions and people buying for a corporation or organization utilize more logical buying motives. This module is a study of those categories of buying motives that create the buy. These include:

1. Profit or Gain
2. Fear or Loss
3. Pleasure
4. Avoidance of Pain
5. Pride
6. Desire for Approval
7. Self-Actualisation

Every salesperson needs to know and utilize this knowledge continually.

Upon completion the students will:
• Understand and know when and with whom to use emotional buying motives and logical buying motives
• Through practice, quickly respond with using the right words to appeal to specific buying motives