Ready to Buy

When our target audience knows what they want, decision marketing is structured to accomplish these goals.

1.    Ensure the audience still has decisions to make.
2.    Make sure we offer all the choices they might make.
3.    Include comparative information between those choices.
4.    Reassure them that they’ve made a great decision.

It goes without saying that we only want to market products and services that people want or need. Before a prospect reaches our website or store we must anticipate the decision making process.

Competition Is Good

Different companies often present products that seem to have no apparent difference. While the prospect is still comparing the two companies, decision marketing doesn’t come into play.

There are specific marketing strategies employed to attract and win customers who are still in the investigative stage. A company’s reputation means a great deal at this stage.

Appearance, branding and social standing all play a part in where a person takes their business. Despite all their best efforts, store ‘A’ will never appeal to everyone, all the time, which is why store ‘B’ is still in business.

Always Be Prepared

Nothing reveals the effectiveness of our decision marketing strategy more quickly than the person who can’t find what they’re looking for. This is where we discover if our method was flawed, or if we simply didn’t have all the choices necessary to close the deal.

Learning from the person who walks away isn’t only good business sense, but another essential step in marketing. Even if they only have questions we can’t answer, those questions represent information we need to close the next sale.

Either by expanding the product line, or going further into product detail, our goal is to ensure that all necessary choices are present.

Knowing the Differences

When we’re dealing with high end products or services that are multifaceted, the details can be overwhelming. The specs on different home entertainment systems can be as hard to follow as the variations offered by security companies.

The unfortunate truth is that the details are a necessary part of the decision. Fortunately by listing the particular specifications, people can study what is missing more quickly than what is included.

Since they usually know what they want, this process quickly puts them into the category that has those things. Having satisfied their basic need, they are also exposed to all those extras they get as well.

Getting Something Extra

There is perhaps no better way to reinforce a buyer’s decision than by giving them more than they expected. This may not always be possible but marketing professionals love to generate long lists of value laden benefits.

Decision marketing also absorbs the potential for buyer’s remorse. They project the experience well into the future. It takes imagination and insight to instill a present sense of satisfaction that will carry into the future.

The outcome of this marketing technique always shows how it can be improved. This is where the master mind marketing principle can be effective.

The greater the range of perspectives focused on this process, the less likely it is that a possible decision will not be taken into account.