To Buy or not buy? This is the dilemma
For those dealing with complex services, or marketing in B2B, being able to find out what position the client is experiencing in its path of acquisition should be a key issue.
Acquiring this skill means being able to answer these questions when evaluating a prospect’s propensity to buy:
* Is the potential client is aware of a problem and is he considering finding a solution?
* Is he already considering and evaluating some possible options?
* Has he selected a number of options that could be a good choice and is about to take the final decision?
The skill of identify which of these phases the client is going through can be useful. If you can help him to move on its path towards the buying process.
The problem is when this determination is made at random, or even worse, relying on imagination or by istinct. If the case is not a scientific method, would be much worse than entrust their choice or instinct to the image. What happens if you have the wrong intuition or our imagination is distorted?
A more productive alternative, is to observe the behavior of the customer during all phases and “extract” the key characteristics and behaviors. By performing this analysis for a sufficient amount of cases it is possible to extrapolate the indicators that can provide you with reasonable accuracy, the position perceived by the customer towards a purchase or seeking a solution to a problem.
Once extrapolated indicators of behavior that are related to the various stages, you must fill out a contact strategy that meets clients’ needs, questions and special requests for information and / or clarifications relevant to each of the phases. This means you must have available (and if not, develop) an arsenal of marketing materials that serves the advancement in communication with your prospective client.