Buying Motives
Investment
PKR 8,000/-
Duration: 12 to 13 March, 2026
Sessions: 2 (02:30 pm to 05:30 pm)
Certification: TEPDC
Course Description
This practical sales course helps participants understand the psychological forces that drive customer buying decisions. It shifts selling from product features to customer motives, enabling sales professionals to engage customers more effectively, handle objections confidently, and build stronger, trust-based relationships.
Participants learn that customers buy value, reassurance and solutions, not products, and how to translate buying motives into persuasive sales conversations.
Learning Outcomes
• Understand the psychology behind customer buying behaviour
• Identify explicit and hidden buying motives
• Differentiate between needs, wants, and emotional drivers
• Align product benefits with customer motives
• Handle objections by addressing underlying concerns
• Improve conversion and relationship quality
Who Should Attend
• Sales Professionals and Medical Representatives
• Key Account Managers
• Business Development Executives
• Relationship Managers
• Sales Leaders
Industries
• Healthcare & Pharmaceuticals
• FMCG
• B2B & Industrial Sales
• Services
Key Topics Covered
• Psychology of buying decisions
• Emotional vs. rational buying
• Core buying motives
• Identifying motives in sales conversations
• Translating features into customer value
• Handling objections through buying motives
Training Methodology
• Interactive discussions
• Real-life sales scenarios
• Role plays and case studies
• Group exercises and reflection
Trainer - Zulfiqar Ali Qureshi
Senior business consultant, corporate trainer, and author with over 25 years of leadership experience across pharmaceutical, corporate, and academic sectors.