Q.What are selling points? How does a salesman use selling points to meet different buying motives of customers? Explain with examples. (5 marks)

This question links two ideas: what selling points are, and how the salesman matches them to each customer's motive.

Meaning of selling points. A selling point is any feature, quality, or characteristic of the product that can be used to attract a customer and persuade him to buy — a genuine advantage that answers the buyer's question 'why should I buy this?'. Common selling points include quality and durability, price and value for money, design and appearance, utility and performance, ease of use, safety, after-sale service and warranty, and brand reputation.

Using selling points to meet buying motives. A buying motive is the customer's inner reason for buying, while a selling point is an advantage of the product. The salesman's skill lies in discovering the customer's real buying motive and then stressing the selling point that satisfies it:

• A customer with a rational motive of economy is shown the product's low price and low running cost — e.g. 'this fan uses less electricity, so it saves money every month.'
• A customer with a rational motive of safety is shown the product's safe, sturdy design — e.g. 'the shatter-proof body protects your child.'
• A customer with an emotional motive of status or fashion is shown the premium brand, exclusive design, and appearance — e.g. 'this is the latest model, owned by only a few.'
• A customer with a patronage motive (loyalty to the seller) is reassured with the shop's reputation, fair fixed prices, and after-sale service. …