Does that sound a bit obvious? May be not? It’s certainly the case that a lot of sales people believe that they can convince the client that they need the product, but it’s also very much the case that loads of sales people don’t even bother to try. Or more accurately perhaps, don’t realise they have to pay this part of the process much attention at all.
Allow me to explain! All buyers exhibit the following the well understood process:
- Need Identification: when you realise that you need something, or someone brings this to your attention!
- Information Search: this happens when you begin to research you potential purchase, and look for reviews from peers etc.
- Evaluation of Alternatives: following your information search, you start to narrow down to a short list
- Purchase decision: here you finally decide which product you’ll buy, sometimes prompted by simply running out of patience due to indulging in too much of number 3!
- Post Purchase Analysis: If it works, you’ll be happy, and vice versa. You’ll also be happy to provide your feedback to anyone else in information search or evaluation of alternative stages