Learn the different stages in the customer decision making process so you can target each stage of the process and win your customers\' minds and hearts to grow your business.
2. Why should a business owner or marketer need to
understand the customer evaluation process?
3. What we will cover today
• The 5 step process in customer decision making
• Psychological influences of customer decision making
• 5 areas where you can position yourself in the
consumer’s mind
• 8 ways to build raving fans
4. How do customers buy?
• Research suggests
that customers go
through a five-stage
decision-making
process in any
purchase.
5. General buying decision making process
Need
Post-
Recognition Information Evaluation of
Purchase purchase
& problem Search Alternatives
evaluation
awareness
7. Customer information sources
• A customer can obtain information from several sources:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources
• Customers value and respect personal sources more than commercial
sources (the influence of “word of mouth”).
8. How does the customer use the information
obtained?
• High-involvement
purchases
• Low involvement
purchases
9. General buying decision making process
Which of these stages can you influence?
Need
Post-
Recognition Information Evaluation of
Purchase purchase
& problem Search Alternatives
evaluation
awareness
10. Post-purchase evaluation - Cognitive
Dissonance
• Common for customers to experience concerns after making a
purchase decision -> cognitive dissonance
• Services normally carry higher risks due to their intangibility.
• Manage the post-purchase stage
• Persuade the potential customer that the product will satisfy his or her needs.
• Post purchase -> customer should be encouraged that he or she has made the
right decision.
11. Perceived risks – how can you help buyers to alleviate high
levels of risk during pre and post purchase stages?
• Acquisition of information (mass media, WOM, personal
selling)
• Brand loyalty, rewards
• Use of guarantees, third party endorsements
• Money back offers, trial samples
• Assurance
• Product installation and usage instructions
• After sales service and follow up
12. Psychological influences on customer decisions
Motivation
and
personality
Family Beliefs and
influence Attitudes
Customer
decision
influencers
Personal
Lifestyles
influences
Socio-
cultural
influences
13. General buying decision making process
Which of these stages can you influence?
“Stop trying to sell, start helping them buy.”
Need
Post-
Recognition Information Evaluation of
Purchase purchase
& problem Search Alternatives
evaluation
awareness
15. Customers are buying into your product or
service
• Where are you placed in
your customer’s mind?
• Are you even in it?
• How do you get in?
• Which part of the brain
are you in?
19. Customer advocacy – a key to
business growth
BONUS TIPS FOR YOUR BUSINESS
SUCCESS
20. Advocacy drives growth
Focus on customer success
The main intent of organisations with a customer advocacy strategy is
“customer success”.
They aim to create more authentic customer relationships by
providing expert levels of individual customer protection and support.
As higher levels of trust, accountability and
transparency build, customer advocacy is a means for organisations to
resolve their customer’s problems, and help them make important
decisions.
21. 8 Tools for
Referral
Driving Growth programs
by Optimizing
Innovation Tryvertising
Customer
Advocacy
Advocacy Customer Empowered
tracking
research advocacy involvement
Brand
Influencer
ambassador
outreach
programs
Causal
Campaigns Ref: Advocacy Drives
Growth, London School of
Economics
23. Awareness
• What can I do to
increase Awareness in
my business?
• ___________________
• ___________________
• ___________________
• ___________________
24. Consideration
• What can I do to
increase Consideration
in my business?
• ___________________
• ___________________
• ___________________
• ___________________
25. Trial
• What can I do to
increase Trial in my
business?
• ___________________
• ___________________
• ___________________
• ___________________
26. Purchase
• What can I do to
increase Purchases in
my business?
• ___________________
• ___________________
• ___________________
• ___________________
27. Repeat Purchase
• What can I do to increase
Repeat Purchases in my
business?
___________________
• ___________________
• ___________________
• ___________________
28. Advocacy
• What can I do to
increase Advocacy in
my business?
___________________
• ___________________
• ___________________
• ___________________
29. What we have covered today
• The 5 step process in customer decision making
• Psychological influences of customer decision making
• 5 areas where you can position yourself in the
consumer’s mind
• 8 ways to build raving fans
30. Another Bonus - Thanks for staying till this bit
• Register your name and email at our
website www.gameplancoaching.com
• You will automatically get:
• GAMEPLAN Life Bytes Welcome Newsletter
• E-book GAMEPLAN Strategies to Happiness and
Success
31. Before we conclude ....
karyne@gameplancoaching.com
• I will send you a template with the
5 key areas, for you to complete
with your business action points.
• All registrants today will receive our
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