The Marketing Model of Buyer Behavior

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Salute, for those who like to break someone else's account, today we have an article on the marketing model of customer behavior.

SABONE is the most versatile and easy-to-learn customer-to-buy wiring diagram.

Securite - SECURITY
The safety of using a product or service.

• For the buyer with a predominant motive of safety, the following are important: guarantees, certificates, general reputation, experience of use by others
• The product or service should strengthen a sense of calmness and confidence in the correct choice of the product / service

Affection - ATTACHMENT
Attachment to a brand, company or lifestyle, etc.

• The client, first of all, will perceive the arguments related to his usual way of life.
• A product or service can form attachment if it meets the expectations and needs of the customer, and the buying process is accompanied by emotional engagement.

Bien entre - COMFORT, CONVENIENCE
Comfort and ease of use of goods and services. Availability of additional services, etc.

• Comfort as a motive implies convenience or an improvement in the quality of life of the client as a result of the purchase
• A product or service should be easy to use and have certain advantages: shelf life, weight, shape, packaging, delivery, training in use, etc.

Orguel - PRIDE, PRESTIGE
The need for pride, prestige means the following:

• The buyer evaluates the social impact of the purchase. A product or service can be perceived as an entrance ticket to the caste of the elite. People are willing to pay for their image and a sense of pride
• For buyers with a leading motive of pride, such arguments as: the uniqueness of the product, the prestige of the brand, the names of the company's customers, the opportunity to stand out are important.

Nouveaute - NEW
Newness reflects the need for change, change and experimentation. This is a search for new knowledge and impressions.

• The buyer, despite the existing preferences, often makes a purchase for the sake of "trying new"
• The product or service should be really new and stand out from its counterparts with a non-standard solution, additional function, new design, etc.

Economie - SAVE
Saving, contrary to popular belief, is not a basic need.

• It can often act as a reason for the termination of negotiations or an indicator of lack of interest, that is, the buyer did not see opportunities to satisfy his needs through a product or service.

The secret is simple, so that the buyer makes a purchase, you should determine its type from the communication with him according to the table above, and then praise the product in the way the buyer needs. This sales scheme works wonders, you can sell even nafig a product that no one needs, knowing how to present it correctly.