This course is designed to provide students with knowledge about the factors that influence buyer behaviour. Included among the psychological factors to be studied are perception, motivation, learning, and personality. In addition to providing basic knowledge, this course will aid students in developing skills essential to sales success such as establishing positive customer perceptions and salesperson/customer relationships, building trust, identifying and addressing customer needs, and adapting to various personality types. This course will also introduce students to the concept of emotional intelligence and assist students in developing competencies to improve performance in all aspects of life.