Chapter 6: Why and How People & Organizations Buy

Learning Objectives

  1. Describe the different types of customers and their needs.
  2. Discuss the implications of Maslow’s hierarchy of needs for selling.
  3. Differentiate the types of buyers and buying situations in the business-to-business (B2B) environment.
  4. List the steps in the buying process.
  5. Identify how to use FAB for effective selling.

License

Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

The Power of Selling Copyright © 2021 by Dr. Michelle Clement is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

Share This Book