by Niki Tudge
The buying behavior of individuals is so complex that now business schools offer PHD’s in this subject. Buying behavior both pre and post the actual purchase is a fascinating study in psychology. The methodical buying process a client will go through before actually purchasing a service or product can be looked at in five stages. These five stages are not clearly separated and people do not always operate as methodically as this model suggests. But, most clients when deciding to purchase a new service or product do move in some way through one or all of these stages.
Understanding this client buying process will help you as a pet industry business owner design your educational marketing activities so they are effective in converting the “problem solver” prospect into a new client.
Think carefully about numbers 2 & 3. This is where all your marketing efforts should come into play. And come decision time, number 4, how easy is it for your clients to purchase from you once they have made the decision? It is important to eliminate all the potential purchase barriers. Amazon is a great example of a company that has removed all the barriers. It is so easy to part with money when just visiting their website; evidence of this can be found on many a credit card statement.
Whether your clients use all five stages of the buying process will depend on their actual buying situation.
During the buying process the following will also influence your prospects
In summary, understand your potential clients buying process given the different buying situations and how your prospects are influenced in these situations during their decision making process. This knowledge will help you develop effective marketing plans and sales activities.
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