Course Overview

Understanding customer motivation is both a science and an art. Purchasing decisions are based on a wide variety of rational and emotional factors. Besides becoming familiar with motivational models—the sales process and typical purchasing behaviors—you should also practice ongoing customer research. This research will help you identify changes in markets, competitors, products, and customer motivations. The more you understand the underlying principles that determine buying decisions, the more you will be able to satisfy existing customers, attract new ones, and develop the products and services they want.

Learning Objectives

• Explain the factors that influence purchasing decisions
• Determine how customers make buying decisions
• Use research methods/tools to understand customers