Buyers and consumers are moving away from the traditional purchasing funnel to a more enlightened decision journey that uses the Internet to change the way they research, value and buy products. If sales and marketing plans have not changed in response to the new buyer-driven decision journey, it better start soon.
So why do customers buy?
Before we answer that, the first thing to understand is that every customer has a “decision journey”. This journey has pre-purchase and post-purchase steps. The pre-purchase journey can be described as Awareness Consider Evaluate Buy. The post-purchase journey is Reflect Feel Decide.
In this article we will discuss the pre-purchase customer decision journey. Understanding the customer journey and its steps as to why customers buy can speed up the sales cycle improve conversation rates and drive revenue.
Remember, people buy because they have needs, a problem needing solving, a goal that needs fulfilling, a situation that needs to be remedied, something that affects their life or business, and needs solutions. In the Consider and Evaluate steps buyer preferences usually fit into three main categories, known as PPI:
Productivity – efficiency, ease of use, outputs
Profitability – ROI, making money, increase revenue, improve profit margin
Image – brand, style, reputation, approval, desirability (this is mainly consumers)
The full article is available at : Why Customers Buy – The Bitter Business
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