The phases of the purchasing decision process

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Even if it is not tacitly felt, even the most banal purchase is accompanied by a marketing strategy . The fact that it is not perceived does not mean that there is no work behind it, right?

For us it is the path, for them the opportunity to acquire a valuable service or product.

All customers go through 5 stages when making a decision, they are called the investor leads email database stages of the decision process .

Lack or need for something.
Search for information.
Contrast information
Decide the option.
Self-analysis of the decision made.
It all makes sense, and the customer starts by asking themselves what they need or what they are missing in order to select the right service or product (a digital marketing course or a Loreal shampoo ). Then they look for information about it, because user behavior has changed and we are no longer so impulsive , which attracts them to compare what they find in order to have a relevant source of trust (influencers, companies with which they have worked) and in the end decide which of the options they position themselves for. Because, if one thing is true right now, it is that we have many options, but the main decision is only made one.

As if that weren't enough, we're not done here. Now we have to make the evaluation that we do ourselves when we've already decided. The typical: will it work? will it give me results? will it meet my needs?

That is why today we must support the user throughout their decision-making process and not forget some of the most important points.

Lack or need for something and the search for information

This need is always preceded by a stimulus , either internal (psychological) or external (social). This is the biggest challenge for marketing. Knowing what kind of lack or need the customer has will help us focus the product or service according to one strategy or another.

Evaluate different options

Nowadays, there is usually a competitor for everything, so when a customer searches for information about our product or service, they will take into account the opinion of an expert or a family member , rather than advertising information. That is why the most interesting thing at the marketing level at this stage is to have experts recommending your product or service ( influencer marketing ), customers who have already used it ( customer satisfaction strategies and reports ) and to transmit the feeling of trust and veracity that they need to reaffirm their purchase decision.

Generate business!
Deciding to buy and subsequent evaluation

Finally, when you have all the information, you have compared it and you decide to buy the product or service , you must take into account that you do not know if the user is the buyer or the consumer . Many times people give something as a gift or hire a service for someone, that is why you have to take into account the strategy to know who the final recipient of the product or service is. For a marketing professional, this information is essential when designing the strategy, to make campaigns or promotions for specific reasons such as Black Friday or Mother's Day .

In this way, we can apply a sufficient amount of data to satisfaction reports to study different strategies such as content marketing.

I hope that the summary of the stages of the purchasing decision has been clear to you. If you want more information about content marketing or other aspects of marketing, you will find our world on our blog .