Typical Buyer Decision Process
The buyer decision process is outlined below to help you understand if you are targeting each stage effectively.
- Problem recognition - The first part is identifying whether they have a problem. This problem may not be causing them any trouble because they may not know that a solution exists to solve a problem they didn't know they had. Henry Ford once said, "If I asked the people what they wanted they would have said faster horses". They didn't think they had a problem but today you usually don't see people riding horses to work. Sometimes it’s a matter of educating your customer that there is something that will improve their lives, but they just don't know how or don't know it exists. This is an education issue.
- Information search - This is where, after realising there was a problem, they go out on to the internet and try to find comparisons and reviews. Sometimes this can help you and sometimes it goes against you. If you can educate them and provide them with the information they straight away, you look like more of an expert on the subject and more like someone that would be able to help.
- Evaluation of alternatives - This happens a lot if the thing you are selling is expensive. They want to make sure they are getting their money’s worth. Sometimes they will not compare things accurately or perhaps not be comparing the right information. If you can intercept and provide information before they ask, then they will be comparing the others to you rather than comparing you to the others.
- Product and supplier selection - This is done on several levels. Not only does the customer look at what you offer, they also want to feel that they know, like and trust you. This can aid by being the one that provided them the most information in their journey from problem recognition all the way up to this point
- Post purchase evaluation - Even after their the deal is done, they are still determining if it was good value. This is especially important because a happy customer can be a strong referrer if asked and followed up with. You can also ask them for feedback on ways to improve your service or perhaps event to better target your marketing.
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