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8 The Buying Process and Buyer Behavior

A photo shows a happy woman using laptop while sitting on a bench. — Source: Michael Ahearne

Learning Objectives

When you finish reading this chapter, you should be able to

8.1 Discuss the meaning of a customer strategy
8.2 Explain the difference between consumer and business buyers
8.3 Understand the importance of alignment between the selling process and the customer’s buying process
8.4 Understand the buying process of the transactional, consultative, and strategic alliance buyer
8.5 Discuss the various influences that shape customer buying decisions

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Reality Selling Video Series—Ashley Pineda/PulteGroup

Ashley Pineda is a new-home sales representative for PulteGroup (www.pultegroupinc.com). The company offers different product lines: homes for first-time homebuyers, move-up homes, and active adult communities. With three different customer groups, Ashley must have a general understanding of the buying motives of each group. In her work with individual customers in each of these groups, she must develop an in-depth understanding of that customer’s buying interests.

Most of Ashley’s customers are in the first-time homebuyers group who have lived in an apartment but have developed an interest in purchasing a home. Because she has developed an in-depth understanding of this buying group, a central purpose of Ashley’s sales presentations is to educate her prospects on renting versus owning and the benefits of owning a home. She also understands this customer group often knows little about the logistics of owning a home; therefore, she provides her prospects with information and on-site impressions about the neighborhood, the area, the amenities of the community, as well as shopping areas and schools around the neighborhood. All these details help Ashley’s customers envision raising their children in one of Pulte’s neighborhoods.

Another very important thing Ashley understands about the buying needs of this first-time buying group is the question of the financing of their new home. Ashley typically needs to address the following questions from her customers: What about our credit scores? What qualifies us to buy a new home? Do we need a down payment? What will our monthly payment be? Will it be comfortable with our budget? PulteGroup supplies Ashley with the knowledge to be able to professionally provide and implement that knowledge and make customers feel comfortable with the financial scenario involved in owning their first home.

As is commonly known, buyers tend to buy from people they like and trust. Considering that many customers buy the largest asset they may ever own from sales professionals like Ashley, trust in the seller becomes especially critical. Therefore, building rapport and trust throughout the whole buying process is essential for Ashley to be successful. Furthermore, Ashley describes having a positive mindset, good time management, and multi-tasking abilities as the most important skills to be a successful salesperson in her particular business. In essence, sales reps like Ashley have to be able to run their own business in the communities for which they are responsible.

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Table of Contents for 8 The Buying Process and Buyer Behavior

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Table of Contents for
8 The Buying Process and Buyer Behavior