{"id":944,"date":"2016-01-05T22:54:58","date_gmt":"2016-01-05T22:54:58","guid":{"rendered":"https:\/\/www.guided-selling.org\/how-to-leverage-the-5-stages-of-the-customer-decision-making-process-guided-selling\/"},"modified":"2024-03-01T20:12:16","modified_gmt":"2024-03-01T20:12:16","slug":"how-to-leverage-the-5-stages-of-the-customer-decision-making-process-guided-selling","status":"publish","type":"post","link":"https:\/\/www.guided-selling.org\/how-to-leverage-the-5-stages-of-the-customer-decision-making-process-guided-selling\/","title":{"rendered":"How Digital Advice Helps You Leverage the Five Stages of the Consumer Decision Making Process"},"content":{"rendered":"
In 1968, marketers Engel, Blackwell and Kollat outlined the customer purchase decision process in five steps<\/span><\/a>. And you know what? Decades later the five-step explanation to the customer purchase decision question is still the most persuasive marketing model around.<\/p>\n With the evolution of digital shopping and technology completely changing consumer behavior, businesses are forced\u00c2\u00a0to look into new ways to play a role\u00c2\u00a0in the each stage of the consumer\u2019s decision-making process. It makes sense\u00c2\u00a0to explore how integrating\u00c2\u00a0Digital advice and Guided Selling<\/span> <\/a>\u00c2\u00a0can help you\u00c2\u00a0leverage each step in the modern decision-making process\u00c2\u00a0to generate\u00c2\u00a0conversions and increase brand awareness.<\/p>\n Know that the trigger for all purchases is a need or a problem that the shopper tries to satisfy or solve quickly.<\/p>\n Where it concerns this recognition, Guided Selling acts as an efficient prospector, uncovering latent consumer needs just waiting to rise to the surface.<\/p>\n Role of Digital Advice:<\/strong>\u00c2\u00a0Teaser advisor banners prime the user with gamification elements or\u00c2\u00a0engaging content like quizzes. Maybe a budding photographer is scrolling through his or her Facebook\u00c2\u00a0feed one day and comes across a banner quiz with the header \u00e2\u20ac\u0153What kind of a photog are you?\u00e2\u20ac<\/em> After answering the questions, a summary appears offering tips to the viewer as well as product options that can help them on their quest to improve their craft.<\/p>\n See the effect? The viewer didn\u00e2\u20ac™t know that a new product or accessory was needed\u00e2\u20ac\u201duntil Guided Selling pointed him in that direction.<\/p>\n Now that the need has been recognized, the consumer seeks information to help fulfill that need. The amateur photographer, will want to compare and contrast products, as well as their features. This stage has the highest potential of frustrating and overwhelming potential customers, if they can\u00e2\u20ac™t find the right product or solution or feel unable to make a choice. Also, at any time these consumers can get bogged down by a very real phenomenon called choice overload<\/a><\/span>.<\/p>\n Role of Digital Advice:<\/strong>\u00c2\u00a0Guided Selling alleviates this problem by reducing consumer choice through education. Interactive product advisors act as personalized digital shopping assistants. They\u00e2\u20ac™re always at the ready to keep shoppers from wandering off the purchase path by recommending only products curated and relevant to the consumer\u00e2\u20ac™s specific needs.<\/p>\n Now that consumers have harvested all their data, they\u00e2\u20ac™ll set about evaluating the alternatives in order to make the best decision. Two considerations will come into play during this stage: objective characteristics of the alternative choices as well as the subjective characteristics. For example, subjective issues with a specific camera feature, reported by fellow consumers.<\/p>\n This culminates in the \u00e2\u20ac\u0153evoked set\u00e2\u20ac of product options, which is the set of products the consumer will most likely buy. The \u00e2\u20ac\u0153inert set\u00e2\u20ac (the products that have made no impact whatsoever on the consumer) follows a distant second, and left out entirely is the \u00e2\u20ac\u0153inept set,\u00e2\u20ac or the products that the consumer rejects due to a past negative experience or other factors.<\/p>\nStage 1: Need recognition \/ Problem recognition<\/h2>\n
Stage 2: Information search<\/h2>\n
Stage 3: Alternative evaluation<\/h2>\n