Supplies, both of the organizations

Supplies, both of the organizations are likely to use a much less formalized routine but still, a routine that reflects the different decision phases.
As further illustrated by Figure 3.1, there is a close correspondence between the phases of the buyer’s decision process and the selling activities of the salesperson. It is important that salespeople understand and make use of the interrelationships between the phases of the buying process and selling activities. Effective use of these interrelationships offers salespeople numerous opportunities to interact with buyers in a way that guides the shaping of product specifications and the selection of sources while facilitating the purchase decision.
Phase One-Recognition of the Problem or Need:
The Needs Gap
Needs are the result of a gap between buyers’ desired states and their actual states.
Consequently, need recognition results from an individual cognitively and emotionally processing information relevant to his to his or her actual state of being and comparing it to the desired of being. As illustrated in Figure 3.2, and perceived difference, or need gap, between these two states activates the motivation or drive to fill the gap and reach the desired state. For example, the SnowRunner Company’s daily production capacity is limited to 1,000 molded skimobile body housings. Their research indicates that increasing capacity to 1,250 units per day would result in significant reductions in per-unt costs and allow them to enter additional geographic markets- both moves that would have significant and positive impacts on financial performance. The perceived need to expand production activates a corresponding motivation to search for information regarding alternative solutions and acquire the capability to increase production by 250 units.
However, if there is no gap, then there is no need and no active buying motive. It is common for salespeople to find themselves working with buyers who, for one reason or another, do not perceive a needs gap to be present. Possibly they do not have the right information or lack full understanding of the situation and the existence of options better than their current state. It is also possible that their understanding of the actual state might be incomplete or mistaken. For example, SnowRunner’s buyers might not understand the cost reduction possibilities and increased market potential that could result from increased capacity. As a result, they perceive no need to increase production-the desired state is the same as their actual state. Similarly, the buyers might be functioning with incomplete information regarding the company’s actual state of reduced production capacity due to SnowRunner’s existing molding machines requiring increased downtime for maintenance. Properly realized, this lowering of the actual state would result in a needs gap. Successful salespeople position themselves to assist buyers in identifying and understanding needs as a result of their broader expertise and knowledge regarding product use and application.
Salespeople can also present buyers with information and opportunities that effectively raise the desired state, generate a need, and trigger the purchase decision process. Top performing salespeople understand the importance of assisting their buyers in forming realistic perceptions of the actual state and the desired state. In this manner, the salesperson can continue to serve as a non-manipulative consultant to the buyer while affecting buying motives that vied mutual benefits to all parties. However, it should be noted that the persuasive power of assisting the buyer in determining and comparing desired and actual states can also be misused and lead to unethical and manipulative selling behaviors such as those exhibited in “An Ethical Dilemma,”
Types of Buyer Needs
The total number of potential customer need is infinite and sometimes difficult for sales people to grasp and understand on a customer-by-customer basis. Consequently, many salespeople find it helpful to group customer needs into one of five basic types or cate-gories that focus on the buying situation and the benefits to be provided by the product or service being chosen. These five general types of buyer needs are described as follows:
Situational needs are the specific needs that are contingent on, and often a result of,
Conditions related to the specific environment, thime, and place (e.g., emergency car repair while traveling out of town, a piece of customized production equipment to fulfill a customer’s specific situational requirements, or providing for quick initial shipment to meet a buyer’s out-of-stock status).
Functional needs represent the need for a specific core task or function to be per- formed-the functional purpose of a specific or service. The need for a sales offering to do what it is supposed to do (e.g., alcohol disinfects, switches open and close to control some flow, the flow control valve is accurate and reliable).
Social needs comprise the need for acceptance from and association with others-a desire to belong to some reference group. For example, a product or service might be associated whit some specific and desired affinity group or segment ( e.g., Polo clothing is associated with upper-income, successful prople; ISO 9000 Certification is associated with high-quality vendors; leading e- commerce Web sites include discussion groups to build a sense of community).

ผลลัพธ์ (แอฟริกา) 1:

voorrade, beide van die organisasies is geneig om 'n baie minder formele roetine te gebruik, maar nog steeds, 'n roetine dat die ander besluit fases weerspieël.
as verdere geïllustreer deur figuur 3.1, daar is 'n noue verband tussen die fases van die koper se besluitnemingsproses en die. verkoop-aktiwiteite van die verkoopsman.dit is belangrik dat handelaars verstaan ​​en gebruik van die onderlinge verband tussen die fases van die koop proses en verkoop aktiwiteite maak. effektiewe gebruik van hierdie onderlinge bied handelaars talle geleenthede vir interaksie met kopers in 'n manier wat lei die vorming van produk spesifikasies en die keuse van bronne, terwyl die fasilitering van die aankoop besluit.
.fase een-erkenning van die probleem of behoefte.
die behoeftes gaping
behoeftes is die gevolg van 'n gaping tussen kopers se gewenste state en hul werklike State
gevolglik moet erkenning resultate van 'n individu se kognitiewe en emosionele verwerking van inligting relevant tot sy te. sy of haar werklike toestand van en dit tot die verlangde om te vergelyk. soos geïllustreer in figuur 3.2,en beskou verskil, of behoefte gaping tussen hierdie twee lande aktiveer die motivering of ry om die gaping te vul en bereik die gewenste toestand. Byvoorbeeld, die maatskappy se snowrunner daaglikse produksie kapasiteit is beperk tot 1000 gevorm skimobile liggaam omhulsels. hul navorsing dui daarop dat die verhoging van kapasiteit te 1.250 eenhede per dag sal lei tot 'n aansienlike vermindering in per-ongeskik koste en hulle toelaat om bykomende geografiese markte-beide beweeg dat beduidende en positiewe impak op die finansiële prestasie sal hê om te gaan.die behoefte om die produksie uit te brei aktiveer 'n ooreenstemmende motivering om te soek na inligting oor alternatiewe oplossings en verkry die vermoë om produksie te verhoog deur 250 eenhede.
maar indien daar geen gaping, dan is daar geen behoefte en geen aktiewe koop motief. Dit is algemeen vir handelaars te vind hulself werk met kopers wat om die een of ander rede.nie sien nie 'n behoefte gaping teenwoordig te wees. moontlik dat hulle nie die regte inligting het nie, of 'n gebrek aan volledige begrip van die situasie en die bestaan ​​van opsies beter as hul huidige toestand. dit is ook moontlik dat hulle begrip van die werklike toedrag onvolledig of verkeerd kan wees. byvoorbeeld,snowrunner se kopers kan nie verstaan ​​dat die verlaging van die koste moontlikhede en verhoogde mark potensiaal wat kan ontstaan ​​as gevolg van verhoogde kapasiteit. As gevolg hiervan, hulle sien geen behoefte produksie-die gewenste toestand te verhoog, is dieselfde as hul werklike toestand. Net so,die kopers kan funksioneer met onvolledige inligting oor die maatskappy se werklike toestand van verminderde produksie kapasiteit te danke aan snowrunner se bestaande giet masjiene wat verhoog stilstand vir onderhoud. behoorlik besef, sou dit die verlaging van die werklike toedrag lei tot 'n behoefte gaping.suksesvolle handelaars posisie hulself kopers te help met die identifisering en begrip behoeftes as gevolg van hul breër kundigheid en kennis oor die produk gebruik en toepassing.
handelaars kan ook teenwoordig kopers met inligting en geleenthede wat effektief die verlangde stand verhoog, genereer 'n behoefte, en die sneller. die aankoop besluit proses.top-presterende handelaars verstaan ​​die belangrikheid van help om hul kopers in die vorming van 'n realistiese persepsies van die werklike toedrag en die gewenste toestand. Op hierdie wyse, kan die verkoopsman voortgaan om te dien as 'n nie-manipulerende konsultant vir die koper, terwyl wat koop motiewe wat meegeding wedersydse voordele vir alle partye. egterdit moet kennis geneem word dat die oortuigende krag van die ondersteuning van die koper in die bepaling en vergelyk gewenste en werklike state kan ook misbruik word en lei tot onetiese en manipulerende verkoop gedrag soos dié uitgestal in "'n etiese dilemma,"
tipes koper moet
.die totale aantal potensiële kliënt nodig is oneindig en soms moeilik vir verkope mense te begryp en te verstaan ​​op 'n kliënt-by-kliënt basis. Gevolglik is baie handelaars dit nuttig vind om die groep behoeftes van die kliënt in een van vyf basiese tipes of Kate-kategoriee wat fokus op die koop situasie en die voordele te verskaf word deur die produk of diens wat gekies is.hierdie vyf algemene tipes koper behoeftes word soos volg beskryf:
situasie behoeftes is die spesifieke behoeftes wat afhanklik is van, en dikwels 'n gevolg van,
voorwaardes wat verband hou met die spesifieke omgewing, thime, en plek (bv., nood motor herstel tydens 'n reis. uit die dorp, 'n stukkie van die maat produksie toerusting 'n kliënt se spesifieke situasie vereistes te voldoen.of wat voorsiening maak vir 'n vinnige aanvanklike gestuur om 'n koper se out-of-voorraad status) te voldoen.
funksionele behoeftes verteenwoordig die behoefte vir 'n spesifieke kern taak of funksie per-gevorm-die funksionele doel van 'n spesifieke of diens te wees. die behoefte aan 'n verkope aanbieding te doen wat dit veronderstel is om te doen (bv., alkohol ontsmet, skakel oop en toe 'n paar vloei te beheer.die vloei beheer klep is om akkurate en betroubare)
sosiale behoeftes bestaan ​​uit die behoefte aan aanvaarding van en assosiasie met ander-'n begeerte om te behoort aan 'n verwysing groep.. byvoorbeeld, kan 'n produk of diens geassosieer word meegedeel paar spesifieke en gewenste affiniteit groep of segment (bv., polo klere is wat verband hou met hoër inkomste suksesvolle prople;ISO 9000 sertifisering is wat verband hou met 'n hoë-gehalte verskaffers, voorste e-handel webwerwe sluit bespreking groepe 'n gevoel van die gemeenskap op te bou)
..