The purchasing decision goes beyond the benefits that companies provide to consumers. We must understand that the value proposition resides in the world of the customer .
Aspects such as advertising, information consumption, price, purchasing experiences, the recognition that the product or service gives to consumers, situations, buyer profiles or the offer, are factors whose relationships and interdependencies determine the purchase decision.
Raising the sale according to the context
About identifying the relationship between these factors and the value that people give them , to know how these affect the consumption, use and purchase of the products or services we offer, the objective is to use this information to our advantage.
Case study . Two buyers who need office furniture. One of the clients is the purchasing manager, who values the quality-price ratio, and his role is to buy the company’s supplies, so he will buy furniture for one of the departments. He has made purchases from suppliers who were late in delivering. The second client is the general manager of a company, who prioritizes ergonomics in furniture, and believes that these are key to the productivity of his employees, and he only has one furniture supplier.
We have two buyer profiles
With different contexts , who take into account different aspects and assign them different values . However, both have the need to purchase office furniture. How can the same company sell to these two buyers? The key is to understand the buyer’s context .
Sales consultants must be able to ask the right questions according to the buyer’s context. If they don’t, how would they know that the purchasing manager probably wouldn’t buy expensive furniture and the general manager would? And what would happen if in the same company these two profiles are involved in the purchasing decision?
For B2B companies, sales processes can be time-consuming and closing a sale can take a month, six months or more. A customized purchasing process will allow you to execute actions for each stage of the process . Identify germany telemarketing who are the prospects closest to becoming customers, who we should nurture during the process and who we should discard .
A personalized purchasing process
The purchasing process how to profitably attract customers with inbound marketing consists of three stages: awareness, consideration and decision . Personalizing this process leads to the creation of valuable touchpoints between the company and the customer throughout their kuwait data journey. The goal is to meet their needs over time.
Let’s talk about the three stages: recognition, consideration and decision, what are they and what aspects should we consider?
Becoming aware of the need: recognition
At this stage, the customer is aware of two things: he has a need and to satisfy it there are different companies that can help him . To personalize this stage we must know the following aspects:
- What are the clients’ objectives and challenges ?
- How do they search for information (recommendations, magazines, blogs , social networks , etc.)?
- What are the factors that influence decision making?
- How many people are involved in the purchasing process?
From the first contact between the company and the buyer, build relationships of trust . You can use your digital assets, create and share useful and valuable information. Technology plays an important role: consider marketing automation to take actions that allow you to start tracking your customers’ actions.