Christian Leborg
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How customers evaluate

Buyers may be aware of and interested in several offerings that they need to evaluate.

What do customers do when they evaluate offers?  Evaluating offerings is a process where the buyer weighs the presumed values of a product against what’s important to him. Online media provides an abundance of information that may help in the process of choosing, but customers don’t only make choices based on facts.

Why do customers evaluate products and services?  Customers need to evaluate offers. At various points in the buying cycle the customer will need to evaluate different aspects of services and products, including: evaluating something that caught their attention or seemed interesting, or evaluating competing offers. The evaluation is the essential means for customers to filter out mediocre offerings and move on.

How do customers evaluate offerings?  The process of evaluation involves comparing options collected according to a set of criteria. Examples of criteria include functionality, price or style. Evaluation takes different forms. It may be impulsive considerations based on situations or moods, or discussions in a group of decision makers, or a systematic analysis of features.

“Think like a publisher, not a marketer.” – David Meerman Scott, marketing and leadership speaker

When does the customer evaluate a product?  There are many points of evaluation in the buying decision process, including: first impressions, the most important features, how the product feels during a trial and what others say about it. Potential customers are constantly evaluating promises from providers within their field of interest, even if they are not actually ready to buy at this point of time.

Who evaluates the offer? The end user may not necessarily be the person who decides about the purchase. That’s why marketers always need to consider who constitutes the "decision making unit". Even if the end user isn’t the actual decision maker, they are most certainly evaluating the offer. The personalities of those evaluating an offer influence the decision even though they might not be the end users.

Where do customers evaluate products? The closer an evaluation is taken to the interaction with a service or a product the better the decision will be. This is a key benefit of evaluating physical products in physical stores. However, many people prefer online shopping, because then they may evaluate services without constraints and pressures from salespeople, family/friends or other customers.

If you make a map of the customer's journey you’ll see multiple exit signs, giving the opportunity for the customer to get out of making a purchase.

Please share a story on how you managed to lock all those doors?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.