essential previous learningNone

Buyer Motivation

Understanding why people buy

Key Learning Outcomes

  • Understand what motivates your customers and the impact of these motivators on repeat and referral business.
  • Learn about the key motivational drivers: need, greed, fear, pleasure, vanity, status and impulse.
  • Recognise that your customers may be motivated by a number of factors, so care should be taken to find the perfect solution for their needs.
  • Be aware that integrity and transparency are important qualities in a salesperson, for example, when advising customers that your products do not meet their requirements.


Motivation is what drives our potential customers to buy or product or service. Increasing our ability to understand what motivates potential customers will lead to higher sales and conversion rates. Understanding buyer motivation can also affect the rate of repeat and referral business we generate. If you can satisfactorily satisfy the customer’s need or desire they are likely to come back or refer your business. On the other hand if you don’t then they are likely to start looking elsewhere for someone who can.

Would you like to see the whole article?


Would you like to start driving positive changes in your business? Would you like to see increased productivity and profitability? Of course you would!

As part of our commitment to being a low cost yet highly effective service to help owners and managers of small to medium sized business, we are now offering the first month of your membership for just $1! This means you will get full access to all of the learning articles, tools and tips that our website has to offer and with a commitment to upload at least another 150 learning articles through 2015 there is also plenty more learning on the way. On top of this you will also receive our weekly newsletter to keep you updated on new learning for the week and much, much more!

You can cancel at any time, however, if you see the value in what we’re offering (and we’re sure you will!) your membership will automatically continue after your trial at the low cost of just $19.95 per month. So what are you waiting for? For just $1 you are getting full access to all of our content for 30 days risk-free, so come on and join our community today!


Success is giving it your Absolute Best!