This not only simplifies the process, it establishes a trusting customer relationship, especially during the evaluation of alternatives stage. Leading insurance provider Geico allows customers to compare rates with other insurance providers all under their own website – even if the competition can offer a cheaper price. Keep them on your site for the evaluation of alternatives stage.
Because of this, even though they may be sure of what they want, they’ll still want to compare other options to ensure their decision is the right one. In fact, now more than ever, customers want to be sure they’ve done thorough research prior to making a purchase. Just because you stand out among the competition doesn’t mean a customer will absolutely purchase your product or service. Increasing your credibility markets to the information search process by keeps you in front of the customer and ahead of the competition. Methods to consider include becoming a Google Trusted Store or by advertising partnerships and sponsors prominently on all web materials and collaterals.īecoming a Google Trusted Store, like CJ Pony Parts – a leading dealer of Ford Mustang parts – allows you to increase search rankings and to provide a sense of customer security by displaying your status on your website. If it’s a new makeup foundation, they look for foundation if it’s a new refrigerator with all the newest technology thrown in, they start looking at refrigerators – it’s fairly straight forward.Īs a marketer, the best way to market to this need is to establish your brand or the brand of your clients as an industry leader or expert in a specific field. They know there is an issue and they’re looking for a solution. Once a problem is recognized, the customer search process begins. Doing this helps a potential customer realize that they have a need that should be solved. Ask questions to pull the potential customer into the buying process. Share facts and testimonials of what your product or service can provide. To do this, start with content marketing. By taking the time to “ create a problem” for the customer, whether they recognize that it exists already or not, you’re starting the buying process. However, for the marketer, this creates an opportunity. The desire is different from the reality – this presents a problem for the customer. Put simply, before a purchase can ever take place, the customer must have a reason to believe that what they want, where they want to be or how they perceive themselves or a situation is different from where they actually are. In fact, there are six stages to the consumer buying process, and as a marketer, you can market to them effectively.