1. BY: SHADLEY WAGNER
The Consumer decision-making
Process

2. Before we begin.. Please note:
Before buying products & services consumers usually follow a 5 step
process.
When directing your Sales and Marketing department it’s important to
consider the steps customers go through and usher them along this 5 step
process.
The worst thing you can do is just assume that if you have a something to sell that
customers will be cueing up with their wallets in hand eagerly waiting to buy from
you.

3. 1. Problem Recognition
Problem recognition of an unfulfilled
need:
Here it is of vital importance for you to
recognise and to communicate the gap
between your customers present state
and their preferred state.
In copywriting this is called creating the
itch that needs to be scratched.

4. 2. Information search
Most people do not buy immediately when an product or service pops on their
social media feed.
Here is where your
Branding
and Content Marketing
efforts
comes into effect.

5. 3. Evaluation of alternatives
Customers like to compare and contrast
the best alternatives.
This is where your Unique selling
proposition (USP) and other unique
differentiating factors of your product or
service stands out and pays off.

6. 4. Purchase
As the name implies this where the monetary exchange for equivalent perceived
value takes place.
Before arriving at this stage you have to make sure that the customer know, like
and trust your organisation and your products/services.
Avoid the temptation of an easy or quick sale for a high ticket product or service.
Avoid selling to customers who have not shown initial investment.

7. 5. Post-purchase behaviour
Customers will usually always evaluate your product and service quality,
consciously or unconsciously.
If your product or service has met their desired needs and wants then you can
expect repeat business if not then it is back to the drawing board.