The needs of an entrepreneur
“Think like a publisher, not a marketer.” – David Meerman Scott, marketing and leadership speakerWhen 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?