 |  ABC's of Relationship Selling, 7/e Charles M. Futrell,
Texas A&M University
The Psychology of Selling: Why People Buy
Chapter ObjectivesWhat do people really buy? They buy the benefits of a product. This chapter examines why and how individuals buy. It emphasizes the need for salespeople to stress benefits in their presentations. After studying this chapter, you should be able to:
Explain the difference between a feature, an advantage, and a benefit. |
| | | Be able to construct a SELL Sequence. |
| | | Know when and how to use a trial close. |
| | | Explain why people buy benefits rather than features or advantages. |
| | | Enumerate techniques for determining a customer's needs. |
| | | List factors that influence a customer's buying decision. |
| | | Show why buying is a choice decision. |
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2002 McGraw-Hill Higher Education