Buying Motives: What is most important to the prospect$($s$)$ in making a purchase decision? Rational motives include economic issues such as quality, cost, service capabilities, and the strategic pri$-$ orities of the prospect's company. Emotional motives include fear, status, and ego$-$related feelings. List all relevant buying motives in order of importance.

$1$

B$.$ Specific Benefits Matched to Buying Motives: Benefits to be stressed are arranged in priority order $($sequence to be followed unless prospect feedback dur$-$ ing the presentation indicates an alternative sequence$).$ Each benefit should correspond to one or more buying motives.

C$.$ Information needed to sup$-$ port claims for each benefit.

Slide $14$ of $21$

D$.$ where appropri ate, methods for reinforcing verbal content $($AV$,$ collater$-$ al material, illustra tions, testimonials, etc.$).$

Continue listing all relevant buy$-$ ing motives and information in columns B$,$ C$,$ and D$.$