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Build knowledge about the psychology and critical motivators of buying and apply specific techniques to encourage your customers to start or continue to do business with you.

Fuel your confidence for creating needs and motivating customers, to garner new and recurring customers and preserve positive customer relationships.
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Based on the book by Catherine Mattiske.

Comprehensive Digital Learning

Interactive modules take
3 hours in total

Guided Activities Throughout

Instantly transform your skills!

Bonus Activity Book

Choose from iPDF or Printable


Maslow's Hierarchy Job Aid Value Identification Tool
7 Service Principles Job Aid
True Motivators Reminder Card

Benefits and immediate results

Customers are interested in products and services that fulfil their needs and wants. If they don't have a perceived need or want, it is unlikely that they will buy. As a salesperson, you will appreciate the importance of need creation in motivating customers to want to own or use the products and services that you sell. By examining the psychology and critical motivators of buying, Understanding Customer Motivation assists you in garnering new and recurring customers and preserving positive customer relationships.
  • Recognize why customers buy a product or service
  • Define the importance of creating value for customers and the impact on their motivation
  • Identify why customers buy and the impact of buying objectives and influences
  • Define theories of motivation and how they can be applied to your customers
  • Know the 7 service principles, and list some examples
  • Identify the four customer types and how the selling process may be adapted for each type
  • Create your skill development action plan
Understanding Customer Motivation combines self-study with real workplace activities to help you understand the key elements that motivate customers. Learn specific techniques to encourage your customers to start or continue to do business with you, and to provide them with the products and services that they need.

Program Roadmap

What's Ahead in this Program Journey?
Program roadmap UCM
 A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. 
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How can you develop a greater understanding of why your customers buy and adapt your selling process accordingly?...
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Understanding Customer Motivation takes you on a journey to get inside the customer's mind to identify the value opportunities in your business!
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Program contents

You're minutes away from better understanding your customers

Visit the FREE Introduction & 'Sneak Peek' with our compliments. Each section contains bite-sized modules. After purchase, work through the order on the menu. Blitz a whole section in one go, or take one bite-sized module at a time - the choice is yours!


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