Chapter 6 Presentation - Professional Salesmanship.pptx

Professional Salesmanship chapter 6

1. CHAPTER 6: DIALOGUE AND PRESENTATION SALES PLANNING

2. There are numerous factors and variables that go into a sale or selling situation. Many of those are beyond the sales rep’s control or influence, but the one aspect that is absolutely in the salesperson’s control and can make or break the sale is the conversation. Richardson has identified six critical skills to be used in dialogue with customers needed for sales excellence. They are critical because salespeople cannot be highly effective in sales without mastering all of them. These skills provide the flexibility to be customer-focused. If they are weak in any one of the areas, it will reduce their overall effectiveness. The objective in using these skills is to keep, up a 50/50 customer-to-salesperson dialogue. SALES DIALOGOUE

3. SIX CRITICAL SKILLS IN SALES DIALOGUE 1. Presence - This concerns projecting interest, conviction, energy, professional appearance, and confidence. What image do salespeople portray as they stand before their potential customers? Too boyish (and therefore unseasoned) to understand the complexities of business? Too old (and therefore too seasoned)to connect with the ways things work today? Do salespeople come off as arrogant and overconfident or too humble and possibly distracted? To be effective, salespeople need the exact blend of each of these traits that will cause their prospects to want to work with them.

4. SIX CRITICAL SKILLS IN SALES DIALOGUE 2. Relating - Connecting with the client includes three levels of relating which are rapport building, acknowledgement, and empathy. Once salespeople established the right presence with their audience, they then need to show that they can relate to their customers and their needs and interests. a. Rapport - Salespeople and customers do not need to become best friends, but they also have a modest chance of a successful relationship if they rub each other the incorrect way. Building rapport takes feeding off of their verbal and nonverbal cues to know how best to communicate with their prospects on an interpersonal level. Finding things in common to bond over help, but it is not absolutely critical as long as comfort and trust are enabled.

5. SIX CRITICAL SKILLS IN SALES DIALOGUE b. Acknowledgement - It is not about the salesperson. It is about the customer amd their needs or wants. It is also about their personal stake in a successful outcome of what salespeople are selling them to make their company better. Salespeople need to share with customers their sincere understanding of why they are there and of the customers’ situation. Salespeople could also share what they hope to achieve, but this is in very broad terms at this point. They should not launch off into a presentation, but rather, set expectations for the discussion. c. Empathy - Further to acknowledgement, salespeople must demonstrate that they not only understand the issue but that they realize the impact it has on their business and the importance of rectifying it, A key factor in conveying empathy is to effectively hold back and hide any dangerous opinions or jdgements beyond stating the apparent.

6. 3. Questioning - Probing to understand the prospect’s needs or wants. This can be tricky and might take longer than salespeople like, so they need to be patient. Salespeople know where they want to lead their prospect, but how they get there can differ depending upon the prospect’s level of understanding and recognition of the issue and solution. The best result is for the customer to feel as though they had an equal part in leading the way or that it was their idea all along. Imagine getting directions to a destination. SIX CRITICAL SKILLS IN SALES DIALOGUE

7. SIX CRITICAL SKILLS IN SALES DIALOGUE 4. Listening - Listening in an effective way as against efficient listening is one of the most critical skills to master in sales. Salespeople have their own agenda for the conversation, but they must nor forget that so does their prospect. Salespeople cannot half listen if they are going to really engage their audience and respond to what they are saying or asking instead of simply preparing to barrel forwatd with what they want to say.

8. SIX CRITICAL SKILLS IN SALES DIALOGUE 5. Positioning - This is about being persuasive against only echanging information. While it is imperative to sustain focus on what the customer wants and says during the conversation, salespeople must not lose sight of why they are there, too. They want to be actively engaged but do not be too passive either, 6. Checking - Salespeople should remember that this is a dialogue, not a presentation. As such, they must get into the habit of asking for feedback on what they have said, As such they must get into the habit of asking for feedback on what they have said.

9. Customer-focused selling is not just an adaption of existing selling techniques to focus more on the customer. Instead, it is a completely new approach that can barely even be called selling. Customer-focused selling means not focusing on salespeople’s great products or wonderful services. It means, in its place, focusing on the customer’s needs. Some salespeople cannot wait to demonstrate their products to the customer. They cannot wait to give details to the customer how they think they can help his business. If salespeople want to sell the best way possible, they have to wait before they start presenting their products or services. Customer Focused Sales Dialogue

10. Customer Focused Sales Dialogue For example, when manufacturers’ salespeople are presenting their product line to retail store owners they often suppose that the customers are completely preoccupied with how well the salesperson’s product will sell-through to the customers of their store. However, the store owners may have extra concerns that the salespeople are more likely to ignore. The store owners may be concerned about: how the product will influence their product mix in general how the product will impact their monthly open-to-buy budget what advertising funds may be available how reliable the restocking schedule will be

11. Have a dialogue, not a presentation Salespeople should keep their sales presentation customized to the one customer they are presenting to. They may very well have a slick dog-and-pony show that is lots of fun to present to customers. Maybe it is a video, a computer progeam, or just a four-color catalog. They must think twice before they make a generic presentation. Customers do not want to hear about how great a company is or how wonderful products are. They want to have their concerns answered. These days, customers are flooding with information, and they are tired of slick, high-tech presentations.

12. Organizing a sales dialogue An organized sales dialogue allows a salesperson to implement appropriate sales strategies and tactics based on customer research or information gathered during previous sales calls. Organized sales presentations feature a two-way dialogue with a high level of customer involvement. Key characteristics of eefective sales dialogue include: Are planned and practiced by salespeople. Encourage buyer feedback. Focus on creating value for the buyer. Present value in an interesting and understandable way. Engage and involve the buyer. Support customer value through objective claims.

13. Format of sales communication Businesses commonly use multiple communication formats to reach the widest audience possible when conveying messages. Each communication format offers advantages or disadvantages depending on the message being delivered and the individuals receiving the message. Also, different communication formats may cost more than others. Many small businesses are interested in the cost of business communication because they may not have large amounts of capita; for administrative services. Salespeople must tailor their message carefully so the least amount of confusion occurs when customers receive the message and interpret its meaning for a successful result.

14. Canned sales presentation Canned presentations are those presentations where the text of the presentation is cautiously worded, tested and finally written down. Each salesperson should memorize it and strictly follow the contents in a definite arrangement while making a presentation. This presentation method is most generally used in non-technical product selling, such as pharmaceuticals, telephone selling door to door selling, and the likes. The disadvantage of such technique is that the prospective customer has limited participation, He might view it, as a high-pressure selling and postpone taking a purchase decision.

15. Written sales proposal With the advent of the multimedia sales presentation, it would be natural ti think that written sales proposal is no longer relevant. However, being the standard for all sales communication still, it is on the rise. Customers still prefer clear information when it comes to sales. Correct spelling and grammar are evident in a well-written sales proposal especially because of the modern word processing programs existing these days.

16. Covering the following key elements will ensure that most of his proposals turn into sales: 1. Review customer needs - Include in the proposal a section describing the view of what the customer wants to accomplish by purchasing the salesperson’s product. 2. Highlight specifications - The specifications portion is the “sales pitch” element of a proposal. Include only the features and specifications that show how the product solves the customer’s problems, needs or wants. 3. Prices and terms - Selling by proposals give the benefir of setting a company price for a product or service. A business typically sells high-value items by a proposal, so it should not be embarassed by the price.

17. Covering the following key elements will ensure that most of his proposals turn into sales: 4. Call for action - Just as with a sales presentation, a written proposal should ask a closing question. Ask for the order. Depending on the business and product or service, a salesperson may ask for a deposit, down payment or purchase order number.

18. Writing an effective sales proposal Here are some reasons for proposal failure: The customer is unfamiliar with the seller The specified format for a written proposal is not followed, Executive summary does not tackle the needs of the customer. The proposal does not make use of the customer’s company jargon. Writing is technically flat and exhibits no excitement. The generic material has the name of another customer. The proposal is unpersuasive. The proposal has obvious errors in grammar. Proposal does not contain important decision measures. Proposal does not include a convincing value proposition.

19. Writing an effective sales proposal Here are most common parts of a sales proposal: Executive summary - After writing the complete proposal comes the executive summary with two very important functions. Needs and benefits analysis - There are two parts of this section. Initially, this section must bruefly clarify the understanding of the salesperson concerncing the situation of the customer, his problems, and needs. Secondly, the proposed solution is presented with supporting illustrationns and shreds of evidence on the uniqueness of the recommended solution and not the product or service being offered are the focus of this section.

20. Writing an effective sales proposal 3. Company description - This section contains the information about the supplier company offering the proposal. The purpose of this section is to show why the company is the best vendor for this solution. 4. Pricing and sales agreement - In the company description, the customer-value of the proposed solution has been established. After this, the proposal should “ask for the order” by presenting information about price and delivery choices.

21. Writing an effective sales proposal 5. Suggested action and timetable - This section facilitates ease for the prospective customer to make a positive purchase decision. It includes provisions for the contract signing, filling out order form or instructions who to call in case of ordering or requesting for more information.

22. Tips on writing sales proposal Sales proposals are an integral part of any successful deal. While some salespeople might view these documents as unnecessary or even as a waste of time they are actually one of the most powerful instruments in a salesperson’s armory of deal-closing tools. In reality, proposals can create all the differentiation between losing a sale and closing one. Also when prepared correctly, a proposal will not only assist close the sale, but it will the also make that sale larger than it otherwise would have been.

23. Tips on writing sales proposal Here are five tips for writing great proposals which are: Focus on the prospect’s objectives - Most salespeople write proposals that emphasize wholly on the deliverables they can present to the prospective customer. Deliverables are not the key - Most salespeople write proposals that are focused entirely on what they can provide to prospects. This strategy overlooks the score on where the value of the sale really is. Keep it the short - The bulk of proposals are way too long, meaning numerous pages. it should come as no shock that prospects are possible to browse through these long documents and fail to see the vital info.

24. Tips on writing sales proposal 4. Give three options - Most proposals only recommend one option or solution. This is a giant missed opportunity. Instead of providing just one alternative for the prospective customer to settle on, offer several choices for the prospect to select from. 5. Make it a contract - Simply adding an area to the bottom of proposals to let prospects to sign it as a contractual agreement is a game-changer.

25. Organized Sales Dialogues and Presentation A sales dialogue and presentation template is a beneficial tool to guarantee that all relevant content areas are covered by each prospective customer. The template is flexible and can be utilized for a comprehensive sales presentation or as a guide for sales dialogues if a more tapered range. It is meant to aid in planning and organizing the information needed for the salesperson. Through following and addressing the issues in the template, salespeople can make possible trust building by showing their competence and expertise, customer orientation, honesty, dependability, and compatibility. Earning the customer's trust in the planning stage has a better opportunity of earning said trust in the following encounters with the customer.

26. 1. Prospect information This particular part is used to document particular information about the prospect of the company name, the name of the key decision-maker, job title, and type of business. It is vital to identify and know all the buying influencers when dealing with business-to-business (B2) situations. Normally, these buying influencers are involved in decision-making. Salespeople must be certain that they are receiving the right information and obtaining the appropriate attention they merit. 2. Customer value proposition In this part, the initial customer value proposition is developed by the salesperson. Customer value proposition is the statement of how the sales offering shall' enhance value to the business of the prospect through being able to meet the need or offer an opportunity. Such proposition summarizes the rightful basis for the sales call through stating why the customer is advantageous in doing business with the salesperson and his company. This part could still be enhanced by delivering on the contents of the proposition. Whether it would be accepted or rejected depends on the progress of the sales process. The refinement and modification of the proposition come during the sales dialogue process itself. Hence, this part of the template presents a way of leaving the planning intentions and presupposes that all changes are made before the buying decision. 3. Sales call objectives The section contains the objective of the sales call of the salesperson. For a lot of salespeople to get the order is the only objective for all sales call. In reality, there is a distinct objective for each sales call. In the introductory call, obviously, the objective is simply the introduction of the salesperson and his company and collect information concerning the needs of the prospect. During the major presentation, earning commitment to making a sale is the objective. The after-sale objective is to make a follow-up and determine the satisfaction or dissatisfaction of the customer.

27. 4. Linking Buying Motives, Benefits, Support Information and Reinforcement Methods This part of the sales dialogue include linking buying motives, benefits, support information and other reinforcement methods. The most important motives are the focus of an organized sales dialogue. Benefits should be associated with rational and emotional motives. Each claim made of the benefit requires supporting information. The claim requires support beyond the spoken words in the form of audio-visual content, printed collateral materials, research studies done by third parties and/or testimonials given by contented customers. 5. Competitive situation Understanding the competitive condition is necessary for planning sales dialogues and presentations. This is for the reason that prospective customers make competitive comparisons in their decision processes; salespeople should be ready for it. Here the salesperson must name key competitors and spell out their strengths and limitations. Having the knowledge of one's strengths and limitations compared to competitors', the salesperson would be confident to express his company's value against competitors. Competitive positioning is vital to purchase decision-making. If the prospective customer is already supplied with the same product, the salesperson at least has the insight from which to start on supporting his product or service offerings against the said competitor. 6. Beginning the sales dialogue The best presentations are conversations that let customers participate and stay engaged. At the start of the meeting, the salesperson must confirm the amount of time available and provide a quick rundown of what he is going to discuss.

28. 7. Initiating Contact There are rules to follow in planning the first few minutes of the sales dialogue based on the book Professional Selling in the 21st Century: Making a Good First Impression which is the following: After the introduction of the salesperson and his company, questioning, careful listening and confirming statements ought to be done. Customers needs and motives must be explicitly defined which are related to the salesperson's offering. Benefits must be presented in order of importance from the perspective of the prospective customer. Both the needs and motives may be reiterated at the presentation and at the end of the presentation. A quick summing up of what had been agreed upon previously must be done in case the current presentation is a continuation of one or series of sales calls. Then quickly move the primary interest of the customer. Generally speaking, pricing issue should come after the needs have been defined and given proper solution to the product or service offering. After complete understanding by the customer on how his needs would be met by the product or service, then the issue on price can be discussed. 8. Anticipating questions and objections Definitely, prospective customer would always have something to ask an object about. Salespeople must always be prepared to answer all questions and objections. During planning, the salesperson should place himself in the shoes of the prospect by foreseeing most likely issues and replies to increase the probability of success.

29. 9. Earn prospect commitment This is the decisive time when the salesperson asks the prospective customer about his decision to buy as the presentation advances. In a lot of cases, there is already a clue on the decision during the sales conversation. In some situations though, the salesperson still needs to check out if the time is right to raise the assurance. Often times, it is the situation which normally hints when is the right time and the right manner to seek commitment. Although there is still a requirement that an initial plan to seek the commitment from the prospective customer must be part of the planning process in general. Obviously, the majority of customers anticipate that salesperson will seek commitment. Normally, if such commitment is sought at the appropriate time, customers welcome that attempt from the salesperson. 10. Building value through follow-up It is always a must for the salesperson to develop the relationship and advance it in a positive manner. Taking down notes on his promises during sales calls and the proposal presentation will prove to be advantageous for the salesperson. Sometimes, the prospective customer may raise questions that the salesperson has no ready answers. He must prepare to reply to those questions during follow-up activities, so he needs to write them down so as not to forget.

30. Group Sales Presentation The group is made up of decision makers who come from varying backgrounds and bring different perspectives to the table. It is common to have sales presentation to groups in B2B (business to business) selling. In retail stores, buying committees are often organized when evaluating new products to be added to their stores. When selecting vendors, cross-functional teams composed of the medical and administrative staff are formed. Group sales presentation is challenging and offers a lot of opportunities. When selling to groups, it is expected that a lot of questions would be raised and salespeople must be well-prepared. While it is true that questions are part of most sales presentations, being asked by multiple prospective customers is very crucial. Most members of the buying teams are composed of expert individuals who demand in-depth information to make a decision. Prior to the major group presentation, salespeople try to pre-sell to individual members of the group. Pre-selling may or may not be allowed in the buying procedures of a company. When consented as an option, a salesperson must definitely work well with the individuals composing the team. By doing this, the salesperson can be in a better position to determine the best interests and motives of the group and each individual.

31. Sales Tactics for Selling to Groups 1. Arrival tactics - It is better to be in the location of the presentation prior to the coming of the buying team. This advanced time gives chances to set up and check audio-visual equipment, prepare collateral materials for distribution to the buying team, and become familiar and relaxed with the surroundings. As members of the team enter the room, it offers the opportunity for the salesperson to greet them individually and immediately established rapport. Confidently, the salesperson is able to establish his territorial command being in-charge of the meeting. Besides showing respect to the buyer's time, arriving promptly before the buying team signals that the salesperson is well-prepared for this job. 2. Eye contact - Establishing an eye contact is critical both for small and large groups. This is very easy for small groups. However, for large groups, there might be a tendency to make use of the overhead approach especially for a formal presentation where the salesperson is standing. The overhead approach calls for looking over the heads of the group having the notion that those at the farthest from the salesperson presenting will feel that they are part of the group. This approach would already be impersonal and ineffective for groups with 10 to 25 members. 3. Communication tips - All members' opinions should be valued in selling to groups. A salesperson must prevent himself to be caught in the middle of the disagreement between group members which sometimes could not be resolved during the sales presentation. It will be advantageous for the salesperson though to handle such disagreement during his presentation to the group. In this situation, the salesperson should exhibit diplomacy. There is actually no standard rule to handle disagreement among a group, whether the salesperson keeps his silence or take an active role; his best judgment shall guide their actions. Maintaining contact is very essential to hold the attention of the group. The salesperson must not use his body language to distract his presentation. He must reflect an energetic and relaxed person without having his hands inside his pocket, scratch his head or crossing his arms while discussing.

32. Handling Questions in Group Presentation Asking questions usually lead to a purchase decision whether an individual or group presentations. Questions normally fill information gaps, thus letting prospective customers make better decisions. In a group set-up, questions can make the presentation more interesting. Since questions are normal in sales presentations, salespeople must decide whether to address those before it rises or wait for them before responding to the presentation. Eye contact and attentive listening are two important ways to handle questions. These approaches demonstrate respect for the group. The group must be convinced in the answers of the salesperson. It is a good idea to repeat or restate the questions to target the right responses. This idea is vital since not all questions are well-phrased and accompanied by unessential information. Here are three important. tips for answering questions: • Salespeople should only answer questions they understood very well • Salespeople must defer answering questions they are not prepared to answer. • Salespeople ought to answer questions directly.

33. CUSTOMER VALUE PROPOSITION A customer value proposition statement must be simple in order to offer a clear direction for future sales dialogues. Salespeople must not take account of all their benefits in a value proposition statement. They should only incorporate those that are valuable to the specific customer. The value proposition must also be specific and must promise only what can be consistently be provided. In a nutshell, the value proposition is a clear statement that, • explains how a product solves customers' problems or improves their situation (relevancy), • delivers specific benefits (quantified value), • tells the ideal customer why they should buy from the salesperson's company and not from the competition (unique differentiation) The customer value proposition is possibly the essential tool in the product salesperson's toolset. It is the foundation for understanding how the product will really be valued by the target user. Unlike a benefits statement, a custemer value proposition is more balanced. It certainly includes the advantages a prospective customer would experience. But to these benefits, it adds the tens on of disadvantages and parity experiences. The sum of all of these experiences provides a much more accurate assessment of the product in its marketplace. . In the absence of customer value propositions, companies are walking blindly in the marketplace. Businesses underplay the fact that their target users have other options. They ignore the fact that their product has deficiencies some of which may significantly hamper their efforts in the marketplace. Lurking behind the lack of customer value proposition is the real issue that most businesses lack a deep understanding of their target user. They do not know how that user works and behaves. Businesses do not perceive the challenges that user faces each day. They have not learned how that target user will actually evaluate

34. BUYING MOTIVES A buying motive is a basis why the customer buys the goods. A motive is a driving force behind to purchase the goods. Thus, motive refers to the idea, urge, feeling, emotion and drive which make the buyer respond in the form of a decision. Motivation explains the behavior of the prospective customer why they are going to buy the goods. Different authors have classified buying motives in diverse ways. According to Malvin S.Hatrick, there are two classifications. 1. Primary buying motives - Primary buying motives are related to the basic needs of a human being such as hunger, thirst, sleep, sex and the likes. Due to these needs, people get motivated to purchase the goods. 2. Secondary buying motives - Secondary buying motives are those, which are influenced by the society where he is born and lives. It is created after satisfying the basic needs. These motives are curiosity, comfort, security, love, and affection. It can be further classified under three main headings. 1. Emotional Buying Motives - Buying motives based on feelings or passions are known as emotional buying motives. These motives are not based on judgment, but they buy because of motion. There are some motives/ elements which are as follows. Love and affection - It is an essential buying motive which induces the buyers to purchase the goods. Affection for children may be responsible for buying things like baby food, chocolates, toys, dresses, biscuits, and other similar products. Affection for parents may lead to buying things like shawls, spectacles, dresses, and so on. Love for a wife may be responsible for buying things like pieces of jewelry, cosmetics, and others. While love for a husband may lead to buying articles like shirts, ties, pens, wallet, and the likes. Attachment to one's own country may lead us to buy goods made within the country. Curiosity - Curiosity is the yearning for a new experience which motivates customers to purchase the specific goods. Thus, to obtain the new experience, customers purchase the goods.

35. BUYING MOTIVES Fashion - It is a vital motive that can change the mind of the customers. Generally, customers strive to-replicate particularly the movie stars, sportsmen, athletes and other celebrities. Imitation takes place when they are impressed by the dress, behavior, hairstyle and other manners like walking and speaking. So, all the producers advertise their products with the help of these popular personalities. Pride and prestige - Due to the pride and prestige in the society, customers purchase expensive and luxuries goods in order to maintain their status. For example, people buy imported cars, stereo sets, distinctive furniture, and other similar products to show the pride of their possessions. While appealing to this motive, the salesperson can use sentences like "designed with you in mind" or "people of distinction generally go for this product". In this way, the salesperson can sell costly articles. Sex and Romance - This is one of the strongest of all human motives. Men want to be attractive to women and vice versa. The appeal of sex and romance plays a very vital role in certain articles. It is natural that consumers want to love, and be loved by the opposite sex. Appeals to this motive are therefore made to sell a number of products like perfumes, deodorants, after shave lotions, hair cream, shampoo, face powder, clothing, sunglasses, shoes, and services like a beauty parlor, travel, hair dyeing and so on. Fear - People are generally afraid of losing their health, wealth and life. Thus, it motivates to purchase the goods such as insurance policy, hiring lockers in bank and membership of health club and others. These goods or services help them to avoid their fear.

36. BUYING MOTIVES 2. Rational Buying Motives - Rational buying motives are those which are based on sound judgment. They purchase the goods through proper testing, comparing and observing the goods on the basis of price, quality, durability etc. This motive is important to the customers because it helps them to save the unnecessary cost. It includes the following motives. Economy - Under this motives, the customer prefers that products which are more economy or cheap in price. To get more profit and discount, customers purchase such goods. This element attracts and encourages the customers to buy such goods in large quantities. Utility - Customers want to purchase those goods which have more or higher utility. Utility satisfies the wants of the customers. Comfort and convenience - Every people have the désire to live in comfort and convenient way, as a result, they get motivated to purchase such goods which provide comfort and convenience. Thus, comfort is a very important motive in connection with the sale of luxury articles. Customers purchase T.V., DVD, motorcycle, washing machines, heater, cooler, sofa set and the likes for their pleasure and comfort. The desire to live in comfort is very strong in some persons. These products save labor and time. Factors like noise, space, thirst, hunger, and others, affect the concept of comfort. The salesperson has to appeal to these factors while selling comfort articles. Durability - It is another element of rational buying motive. Due to the durability of the products, customers are motivated to purchase the goods, for example, Toyota car, Ducati motorcycle, Sony TV etc are purchased due to their durability to use. Security - It is important to the people. People are not feeling secure from the floods, earthquakes, theft, dacoits' etc. in the society. So, the customers purchase the key lockers, open the bank accounts payable and keep the watchmen to be secured.

37. BUYING MOTIVES 3. Patronage Buying Motives - When the customers purchases the goods or services on the basis of a particular place, special discount, present price, decoration, behavior and behavior and other facilities are known as patronage buying motives. Following points are discussed under this motive. Service motive - Service is an important motive which inspires the customers to purchase the goods. Customers purchase the goods to get the services, such as credit facility, home delivery facility, free installation, free repair and maintenance services. Quality - Due to the quality of the goods, customers are motivated to purchase certain goods or services. If products assure the quality, the customers are even ready to pay the higher price of such goods. Location - Location also affects to purchase the goods. Customers prefer to buy those goods which are easily available near their home or locality. Store loyalty - Store loyalty is another important element which plays a significant role in buying motive. We purchase different goods due to the loyalty of the store such as attractive appearances, trust in weight, quality, price etc. Friendliness behavior -Friendliness behavior of salesman also affects the customers to purchase the goods from the same suppliers which are also discussed under the patronage buying motives.

38. Thank you for listening!