Date post: | 15-Jul-2015 |
Category: |
Marketing |
Upload: | sharyn-sheldon |
View: | 52 times |
Download: | 3 times |
Know Your Customer’s
Decision-Making Process
….so you can convert them to loyal, life-long customers
contentsparks.com
Step 1. Need Recognition and Problem
Awareness
Your prospect identifies
a problem or need
contentsparks.com
Step 1. Need Recognition and Problem
Awareness
The distance between the
current situation and ideal
future determines the
strength of your prospect’s
motivation to continue
contentsparks.com
Step 2. Information Search
Your prospect next
gathers information on
how to meet her need
contentsparks.com
Step 2. Information Search
Prospects pay more attention to certain information sources:
Personal
Commercial
Media
Experiential
contentsparks.com
Step 3. Evaluation of Alternatives
Your prospect checks
out alternative
products to make the
best choice
contentsparks.com
Step 3. Evaluation of Alternatives
High-Involvement
High-priced or
involves a great
deal of risk
Low-Involvement
Low-priced or
involve little risk
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Step 4. Purchase
Your prospect takes their
information and
evaluation and uses it to
make the purchase
decision.
contentsparks.com
Step 4. Purchase
This can be affected by
a number of factors
Customer service
Ease of shopping
experience
Shipping and return
policies
contentsparks.com
Step 5. Post-Purchase Evaluation
The product needs to
deliver on the promises
it made to keep
customers coming
back.
contentsparks.com
Step 5. Post-Purchase Evaluation
To cut down on buyer’s remorse:
Focus on solutions
Provide clear information
Encourage comparisons to
competitors
Make purchasing easy
Provide an outlet for
feedback
The Psychology of
Marketing
Learn more about using psychology to boost sales
and build customer relationships:
ContentSparks.com/shop/psychology-marketing