Understand How Your Customers Think and Reap the Rewards!

There are recognised steps that we all go through before parting with our hard earned cash and they consist of several stages. Some may be short, some may be longer but understanding this process helps us understand our market because our market is people and their perceptions. Once we understand this process we can affect influence as to the outcome regarding the customers purchasing decisions.

Need Recognition – Step 1

This is where people discover that they are “in the market”. It happens to us all. You know the scenarios. Your driving home and the Automatic Transmission in you car starts making unpleasant noises and doing weird things. You go to a friends place and they show you their home theatre set-up and now you can’t live without one.

You have an important social function for work/business and must have a new outfit to wear.

You and your family arrive home from a day out, and find water all over the floor and everything in the Fridge is warm. Your business is under pressure from a new, large competitor and you need to respond with better marketing to maximise the benefits your business can provide.

Some times the need is a desire but often it is a need. We often purchase things simply because we just want them. We buy for purely emotional reasons but use logic afterwards to justify the decision we made. Whether we like it or not, there are things, which we have to do, or buy with no choice. Once we accept or recognise this Need (or Desire) we are “in the Market”

Information Search – Step 2

This where you really need to be in it to win it! You need to be found but that is simply not enough, you need to be the one that answers all of the prospective purchasers questions. You need to be the problem solver. How much will it cost? How long will it take? What are the alternatives? Which one will be best for me? Is that the best value? What about quality, reliability and after sales support? Is there anything I can do in the meanwhile?

The best way to establish yourself as the prospect problem solver is the “soft sell” through helpful information. The prospect has many un answered questions.......

“ Should I repair or consider replacing the Fridge”

“ How can I find out how serious the Auto Transmission problem is.”

“ What can I do to keep my customers and to get new ones”

The business that best answers their prospective customers questions will be in the best seat to get the business. Now imagine the power of presenting solutions like these.

“7 Steps to finding out whether to repair or replace your fridge”

“ Hints and tips to assess the condition of your Automatic Transmission and how to get the most from it”

“10 ways to get & keep customers - even in a competitive market place”

Simply provide all of the best quality information that your prospects are looking for.

It sounds simple and it is. Why don’t more businesses do it? Because although it is easy to do, it is also easy not to do!

Comparative Analysis – Step 3

This is where the superior information that answers the prospect’s questions, even the ones that the prospect hadn’t thought of, will really have influence. Sure prospects are going to compare price but given the opportunity they will also compare Service, Quality, Longevity, Value, Suitability, Helpfulness, Warrantee, Friendliness, After Sales Support, Reputation, Brand and Testimonials etc. By addressing the important issues, you can minimise price as being the hinge point of the decision. You can make it about Value. Value is about what you get for what you pay. Nearly everyone is prepared to pay a little more if they are convinced that they will receive a lot more. Prospects will some times compare two or three or more alternatives depending on the price of the product or service. The goal of the astute marketer is make sure that there are no unanswered questions of any significant importance regarding their product. Hopefully at the same time, exposing the unanswered questions from the competition

Purchase Decision – Step 4

Here is doesn’t really matter whether the prospect buys on line, or places their order by mail or email, phones in or comes in. What matters is that you have established yourself as the premier solution to their problem because you were the problem solver and got the customer. You provided quality information, which was pertinent and fresh. This is when those with MAN (Money, Authority and Need) place the order . P urchasing has to be made very easy or any difficulties here might result in reluctance or even a lost Customer!

Post Purchase Phase – Step 5

As we all know, once we have purchased something the guilt and anxiety can set in. This is called “Buyers Remorse”

"Have I made the right decision?"

"Did I spend too much? "

"Will I regret this?"

"Should I have chosen the other one?"

"Oh ah! "

Now if you want referral or repeat business, you better get them over this stage quickly.

A bit of reassurance will be of tremendous help here. Imagine a customer evaluating the purchase they have made and starting to feel anxious about it, when they receive an email message from you thanking them for their patronage, assuring them of good after sales service and reminding them of the reasons which made their decision the right one for them. Confirm they have made an astute decision.

I remember buying a used car from a rather large Dealer and I was feeling a bit sick about it. The cost?, the loan?, the insurance?, the make?, the Model?, the Salesman? This went on for a few days until the phone rang, and a girl from customer service called to thank me for my business, and to make sure I was happy and that I had no problems with the Car, the Company or the Deal. She put my mind to rest and I started to feel happier straight away with the purchase decision I had made. She rang me again 3 months later, and again in a years time. I ended up keeping that car for eight years and sent literally hundreds of friends, acquaintances family and work contacts to that Car Company. That was 25 years ago and I’m still telling the story! That girl and her phone turned me from a remorseful buyer into an advocate for her Company. I wonder, how are your last few Clients feeling right now? Send them an email and invest in your reputation. You might even develop them into being an advocate for your business.

(see the article on The Loyalty Ladder)

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