COURSE OVERVIEW:

Understanding buyer behaviour has important implications for salespeople and sales management. Recognition that buyers purchase products in order to overcome problems and satisfy needs implies that an effective sales approach will involve the discovery of these needs on the part of the salesperson. Only then can they sell from the range of products marketed by the company the offering that best meets these needs.

When the decision-making unit is complex, as in many organisational buying situations, the salesperson must attempt to identify and reach key members of the decision-making unit (DMU) in order to persuade them of the product’s benefits. They must also realise that different members may use different criteria to evaluate the product and thus may need to modify their sales presentation accordingly.

The main difference between consumer buyer behaviour and organisational buyer behaviour is that consumer buying consists of activates involved in buying and using of products for personal and household use, where organisational buyers purchase primarily for organisational purpose.

This course provides a detailed examination of consumer and organisational buyer behaviour. In particular, their differences are considered in terms of how each purchasing situation calls for an entirely different sales approach. Consumer buying behaviour is then considered in more detail. The key area of marketing to buying organisations is then examined in terms of important factors that affect this process, including buy class and product type. Developments in purchasing practice, especially centralised purchasing and ‘just-in-time’ or lean manufacturing, and how these have affected the seller/purchaser relationship are then examined. The notions of ‘reverse marketing’ and ‘relationship marketing’ have sprung out of these developments and these are described in terms of their influence on the practice of selling.

After completing this course, you should be able to: understand the different motivations of consumer and organisational buyers, formulate strategies for approaching consumer and organisational buyers and recognise the importance of relationship management.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• The importance of buyer behaviour
• The differences between consumer and organisational buying
• The relationships between organisational buyers and sellers
• Why organisational buyers are more rational?
• The specific requirements for organisational buying
• Why reciprocal buying is important in organisational buying?
• Why organisational selling/buying may be risky?
• Why organisational buying is more complex?
• The importance of negotiation in organisational buying
• The consumer buyer behaviour
• The consumer decision-making process – why and how they buy?
• The information gathering process
• The evaluation of alternatives and selection of the best solution
• The evaluation system
• The post-purchase evaluation of decision
• The factors affecting the consumer decision-making process
• The three elements of organisational buyer behaviour
• The six roles in the structure of the DMU
• The two deadly sins that salespeople need to avoid
• The organisational decision-making process (buy phases)
• The organisational buyer behaviour
• The price and life-cycle costs
• The factors affecting organisational buyer behaviour
• The influences on organisational purchasing behaviour
• The three types of buying situation
• The level of purchase involvement and the buying situation
• The dimensional model of buyer behaviour
• What are the implications for selling?
• The three types of life-cycle costs
• The importance of purchase to buying organisation
• The developments in purchasing practice
• The just-in-time purchasing
• The centralised purchasing
• The systems purchasing
• Reverse marketing
• The importance of relationship management

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.