Buying Motives

In the first lesson of the course, you will find out what exactly buying motives are. You will also understand how knowing customer motives can help you in sales, marketing strategies, and pricing.

You already know that there are different types of buying motives, including emotional ones. In this lesson, we will focus on them in more detail. You will learn what emotions and feelings motivate people to buy goods and services and how you can use this in devising marketing campaigns.

Additionally, you'll be able to explore ways to appeal to consumers' emotional motives.

Despite the fact that emotions often motivate people to make purchases, we should not forget about the rational element. A consumer who is guided by rationality when choosing goods will be led not by inner feelings, but by objective benefits. In this lesson, you will look at the core rational motives in more detail.

Additionally, you will receive tips for successfully appealing to the rational motives of the consumer.

Learning why your consumers make certain purchasing decisions can be a challenge. Often their thoughts and desires are quite contradictory or hidden in their subconscious. So in this lesson, you'll explore how to effectively conduct research on buying motives.

Additionally, you will receive tips to improve your active listening skills. We will teach you how to motivate people from different cultures to make a purchase. You will also study the rules of conducting an in-depth interview.

You already know that there are a number of motives that prompt customers to purchase a product or service. This lesson will focus on how to effectively apply this knowledge in practice.

In the additional materials, you will find tables that will help you study algorithms for using buying motives, as well as identifying your target audience segments and their motivations. You will also learn basic storytelling techniques to appeal to your customers' motives and evoke the necessary emotions.