Five levels of customers' purchasing demand

Five levels of customers' purchasing demand

Customers' purchasing needs include physiological needs, safety needs, social needs, respect needs and self-realization needs.

As we all know, the effectiveness of customers' purchasing decisions will change with the changes of customers' characteristics and their consumption psychology. Therefore, salespeople should always be aware of customers' needs, make use of brand image, face-to-face communication, customer participation and other opportunities to arouse customers' attention and attention to products, stimulate those potential needs that have been stored in customers, and urge them to make the final purchase decision.

American psychologist Maslow believes that people's needs are hierarchical, from low-level needs to high-level needs; After the low-level needs are met, people begin to pursue higher-level needs, thus forming a "pyramid" model of human needs. Customers' purchasing needs can also be divided into the following levels from low to high according to this "pyramid" model.

1. Physiological needs

Physiological needs are the first and the most basic needs of people, including physiological needs such as food, clothing, housing and transportation. Generally speaking, only when people meet this basic physiological need first will they have other higher-level needs.

2. Security requirements

? Security demand refers to people's need to protect themselves from physical and psychological harm, including personal safety, economic stability, social and environmental safety, etc. This is the demand of people on the basis of relatively satisfying physiological needs.

3. Social needs

Social needs belong to higher-level needs, which means that people gain a sense of belonging and identity through social interaction, that is, people want to belong to a certain group, so as to gain opportunities for friendship, loyalty, trust, love, understanding and communication of others as a member of the group.

4. Respect for needs

? The demand for respect includes self-esteem and being respected, which is a higher-level demand after people basically meet the above three needs. If they are respected and praised by others, they have certain social status and power, and have certain influence and appeal. This kind of demand can make people get some psychological satisfaction and comfort.

5. The need for self-realization

? The demand for self-realization is the highest level of human needs, including the sense of mission and accomplishment. This level of demand urges people to give full play to their potential in order to realize their ideals and ambitions.

? If salespeople can apply the hierarchy of needs theory to sales activities, it will help to find customers' purchasing needs, so as to carry out targeted sales activities and improve work efficiency.

1. Before selling products to customers, salespeople should know which demand level customers are most likely to be in.

2. Sales staff should make targeted sales strategies according to customers' purchasing needs.