Buyer Behaviour

To meet their sales targets, all managers need to know and understand their customers. But every buyer seems different: one may be seeking quality, while another wants personal service, a third is concerned with availability of spare parts and technical support-and they all want a sharp price. With all this complexity, how can a company understand its buyers better?

What managers need is a way to make knowledge about buyers into a strategic tool. This seminar will build your knowledge about ways of looking at your buyers, and how they make decisions. Managers will gain better insight and more confidence about what motivates their buyers. Combining knowledge and confidence will enable managers to develop products, services, and marketing programmes that enhance business performance.

How You Will Benefit

• gaining up-to-date knowledge about buyer behaviour
• developing increased confidence in approaching customers, and designing the programmes to appeal to them
• learning to use customer attitudes as a compass for building and evaluating marketing programmes
• understanding what to do when things go wrong: how to fix problems
  

Who Should Attend

Robenny - School Of Business designed this course for anyone who deals directly with buyers, or who develops the marketing and sales programmes to appeal to buyers. Division managers, marketing managers, brand or product managers, and sales managers will find this course useful. The principles apply to both business-to-business companies and those engaged in retailing or consumer marketing. This course is equally applicable to product and service industries.

What You Will Cover

Introduction: What works for customers?
What successfully attracts buyers? We will examine a few successful multinational businesses, and do some reverse engineering to understand one key question: what made this business succeed with buyers?

What reaches buyers?
You can't make a sale unless a potential buyer knows the right things about your product or service and company. Explores what your buyers perceive, learn, and remember.

What do your customers think and believe?
Any successful offer to a buyer must somehow fit comfortably with their point-of-view. Considers the effects that your customers' attitudes and beliefs have on their purchases.

Can we influence what they think of us?
You can be more effective with customers if you increase their positive attitudes and overcome any objections to your offer. Discusses approaches towards building and changing customer attitudes through communications.

How do they actually decide to buy?
A purchase decision has several steps. Develops an understanding of the stages your buyers go through while deciding, so you can determine the ways to influence their choices.

What happens after they buy?
After a customer buys our offering, we sometimes lose touch with their reactions after the sale. Analyses the important things that occur post-purchase, and how they affect our future prospects.

What makes customers happy?
Building value and satisfaction for customers is the best way to keep a business strong and growing. Organises ways of assessing buyer's reactions, and effective strategies for dealing with complaints or problems.