| advantage | The performance characteristic of a product that describes how it can be used or will help the buyer.
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| attitude | A person's learned predisposition toward something.
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| belief | A state of mind in which trust or confidence is placed in something or someone.
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| benefit | A favorable result the buyer receives from the product because of a particular advantage that has the ability to satisfy a buyer's need.
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| benefit selling | A method of selling whereby a salesperson relates a product's benefits to the customer's needs using the product's features and advantages as support.
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| black box | The unobservable, internal process taking place within the mind of the prospect as he or she reaches a decision whether or not to buy.
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| collect information | The process by which buyers visit retail stores, contact potential suppliers, or talk with salespeople about a product's price, size, advantage, and warranty before making a decision regarding buying.
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| conscious need level | A state of mind in which buyers are fully aware of their needs.
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| economic needs | The buyer's need to purchase the most satisfying product for the money.
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| extensive decision making | Decision-making characteristic of buyers who are unfamiliar with a specific product and who must therefore become highly involved in the decisionmaking process.
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| FAB selling technique | A presentation technique stressing features, advantages, and benefits of a product.
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| feature | Any physical characteristic of a product.
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| ideal self | The person one would like to be.
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| information evaluation | A process that determines what will be purchased as the buyer matches this information with needs, attitudes, and beliefs in making a decision.
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| learning | Acquiring knowledge or behavior based on past experiences.
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| limited decision making | Decision-making characteristic of a buyer who invests a moderate level of energy to the decision to buy because, although the buyer is not familiar with each brand's features, advantages, and benefits, the general quality of the good is known to him or her.
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| links | Pointers to other pages of information on the World Wide Web.
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| L-O-C-A-T-E | An acronym for methods to uncover important needs: Listen, observe, combine, ask questions, talk to others, empathize.
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| looking-glass self | The self that people think other people see them as.
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| need arousal | A situation in which a salesperson triggers a psychological, social, or economic need in the buyer.
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| needs | The desire for something a person feels is worthwhile.
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| perception | The process by which a person selects, organizes, and interprets information.
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| personality | A person's distinguishing character traits, attitudes, or habits.
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| preconscious need level | The level at which needs are not fully developed in the conscious mind.
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| purchase dissonance | Tension on the part of a buyer regarding whether the right decision was made in purchasing a product.
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| purchase satisfaction | Gratification based on a product that supplies expected, or greater than expected, benefits.
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| real self | People as they actually are.
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| routine decision making | The process of being in the habit of buying a particular product so attitudes and beliefs toward the product are already formed and are usually positive.
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| selective distortion | The altering of information when it is inconsistent with a person's beliefs or attitudes.
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| selective exposure | The process of allowing only a portion of the information revealed to be organized, interpreted, and permitted into awareness.
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| selective retention | The act of remembering only the information that supports one's attitudes and beliefs.
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| self-concept | A person's view of him- or herself.
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| self-image | How a person sees him- or herself.
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| SELL Sequence | A sequence of things to do and say to stress benefits important to the customer: show the feature, explain the advantage, lead into the benefit, and let the customer talk by asking a question about the benefit.
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| stimulus-response | A model of behavior that describes the process of applying a stimulus (sales presentation) that results in a response (purchase decision).
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| trial close | A close that checks the attitude of your prospect toward the sales presentation.
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| unconscious need level | The level at which people do not know why they buy a product.
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| wants | Needs that are learned by a person.
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