Know Your Customer’s

Decision-Making Process

….so you can convert them to loyal, life-long customers

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5-Step Process to Making a Buying Decision

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Step 1. Need Recognition and Problem

Awareness

Your prospect identifies

a problem or need

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Step 1. Need Recognition and Problem

Awareness

The distance between the

current situation and ideal

future determines the

strength of your prospect’s

motivation to continue

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Step 2. Information Search

Your prospect next

gathers information on

how to meet her need

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Step 2. Information Search

Prospects pay more attention to certain information sources:

Personal

Commercial

Media

Experiential

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Step 3. Evaluation of Alternatives

Your prospect checks

out alternative

products to make the

best choice

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Step 3. Evaluation of Alternatives

High-Involvement

High-priced or

involves a great

deal of risk

Low-Involvement

Low-priced or

involve little risk

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Step 4. Purchase

Your prospect takes their

information and

evaluation and uses it to

make the purchase

decision.

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Step 4. Purchase

This can be affected by

a number of factors

Customer service

Ease of shopping

experience

Shipping and return

policies

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Step 5. Post-Purchase Evaluation

The product needs to

deliver on the promises

it made to keep

customers coming

back.

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Step 5. Post-Purchase Evaluation

To cut down on buyer’s remorse:

Focus on solutions

Provide clear information

Encourage comparisons to

competitors

Make purchasing easy

Provide an outlet for

feedback

The Psychology of

Marketing

Learn more about using psychology to boost sales

and build customer relationships:

ContentSparks.com/shop/psychology-marketing