Synthesis Question

HA405 : The Class : Customer Management : Motivation : Synthesis Question

Assignment 1: Synthesis Question, P2, S4, T1

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Phase 2, Step 4, Topic 1- Understand Buyer Motivation Management
This synthesis question asks you to comment on Buyer Motivation. As you know, customers will buy the product/service that offers the greatest "value" as compared among all competitive offerings. The "consultative salesperson" is ideally positioned to create "value" during the customer's "buying process." This added-value creates "differentiation" among competitive offerings and, thus, can lead to "competitive advantage" for the salesperson's firm. This question also addresses the salesperson's role in creating added-value.

1. From Text Reading, "Competitive Advantage By Creating "Value" Within The Customer's Buying Process ":

a. In your own words, describe how the "consultative salesperson"can add value for the customer during the customer's buying process.

2. Using information from the above article, explain why salespeople act differently in each of the following selling situations:

a. Transactional Selling

(1) What buying decision theory is being used here and explain its basics?

(2) What are the typical" actions that you might expect a salesperson to take in this situation and how and why are these actions related to the buying decision theory used by the salesperson?

b. Consultative Selling

1) What buying decision theory is being used here and explain its basics?

(2) What are the typical" actions that you might expect a salesperson to take in this situation and how and why are these actions related to the buying decision theory used by the salesperson?

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Send E-mail to Richard G McNeill Ed.D., CHME
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