The Psychology of Selling: Why people buy, what people buy Develop a customer strategy  Understand buyer behavior  Discover customer needs  Develop prospect base Buyer Resolution Theory Five buying decisions:  Why should I buy?  What should I buy?  Where should I buy?  What is a fair price?  When should I buy? Buying Motive  An aroused need that stimulates behavior intended to satisfy that need.  All buying behaviors must be based on the needs, but the needs that are promoted by effective culimuti (Buying Motive), will become buying action. . The Psychology of Selling: Why people buy, what people buy Develop a customer strategy  Understand. prospect base Buyer Resolution Theory Five buying decisions:  Why should I buy?  What should I buy?  Where should I buy?  What is a fair price?  When