#MOVEahead

Insights from a group of Ann Arbor Marketers that will help you and your business #MOVEahead.

  • Home
    Home This is where you can find all the blog posts throughout the site.
  • Categories
    Categories Displays a list of categories from this blog.
  • Tags
    Tags Displays a list of tags that have been used in the blog.
  • Bloggers
    Bloggers Search for your favorite blogger from this site.
  • Team Blogs
    Team Blogs Find your favorite team blogs here.
  • Login
    Login Login form

The Buyer Journey, Part II: Consideration

  • Font size: Larger Smaller
  • Subscribe to this entry
  • Print

Every purchase decision involves three phases: Awareness of a need, Consideration of possible solutions, and the Decision to purchase a particular solution. 

In our December 22, 2015 post, we addressed reaching potential customer Marlene during her Awareness phase. Because of your efforts in that phase, Marlene—an aging widow whose declining health prompted her to move in with her daughter (see a full description of Marlene in our December 5, 2015 post)—knows about and respects your organization as a trusted source of helpful information regarding aging and senior care. She knows you understand the challenges and decisions she faces. And because of that, she knows that you offer solutions that might address her needs.

As Marlene's needs increase and she moves into the Consideration phase—actively contemplating her options—you transition from providing her with general information to identifying specific solutions that could meet her needs. It's still not time for a sales pitch. Rather, it's time to outline viable options, including those your organization doesn't provide!

In Marlene's case, this means outlining the pros and cons of options such as relying fully on family for physical support, hiring in-home care providers to supplement the family's help, moving into a spectrum-of-care senior facility, etc. It means identifying specific public and private support services that Marlene could consider accessing, and comparing the financial ramifications of various options.

The Consideration phase is a "continuing education" phase that provides Marlene with more detailed information in preparation for her Decision phase. 

In a future post, we'll look at working with Marlene in the Decision phase of her Buyer's Journey. 

Meanwhile, if you have questions about how to leverage your Brand to achieve your sales and marketing goals, please contact me at dhart@movecommunications.com. And to learn even more about your customers, please download our free eBook available here.

Last modified on
in BLOG Hits: 1186 0 Comments
0

Comments

  • No comments made yet. Be the first to submit a comment

Leave your comment

Guest
Guest Tuesday, 17 October 2017
Powered by EasyBlog for Joomla!