Episode 213： How Customers Make a Decision to Buy Something
Episode Stats
Words per Minute
205.20567
Summary
In this episode, I talk about how customers make a decision to buy from you based on a need or a want. A need and a want happens because of two reasons: internal and external. 1. They identify their 3 options. 2. They do research on what they need to do. 3. They choose their options and identify their options, and then they make the next step which is buying a product.
Transcript
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I'm Patrick Bedevi, your host of AIT Minutes, and today I'm going to talk about how customers
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So the other day I'm searching to buy these two big crown chairs, you know these throne
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crown king chairs that they sell, I wanted to buy it because I wanted to put in our office
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so people can take pictures and have some fun with it.
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And I'm searching for it and I forgot about it, I walked away.
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Then I went on my phone, so I logged onto something on my phone on ESPN, the same link came up.
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I said, wait a minute, that's the chair I just looked at earlier.
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Then I went on a complete different website in the afternoon on Facebook, it popped up
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I said, wait a minute, are these guys spying on me?
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You know, are there drones flying all over the place and they're watching what I'm doing?
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It's called these companies have figured out exactly my buying process, your decision
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making process as a customer, and they know exactly which one of the five steps to plug
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into, so you make the next step which is buying a product.
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Number one, customers going about their business, all of a sudden a certain behavior produces
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Now, a need and a want happens because of two reasons.
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So then the next step, after I do that, it's a different step.
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You know, I went out and my sister's got this Gucci purse.
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I'm driving, all of a sudden I see a billboard and I say, oh shoot, I want to go watch that
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You know, a Hyundai hybrid, you know, 79 miles per gallon or whatever it is, right?
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I see all these things and they prompt a need or a want.
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Number two, once I have identified the consumer, the buyer, the customer and need or want, then
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So again, when your customer is researching, what places do they go to?
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They either go on the internet and they go to Google, which are you visible there?
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So on the search, life insurance, real estate, digital marketing, pharmaceutical, whatever
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it is, what's the search that they're going to put?
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Do you know the top 10 searches for what they're looking for?
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Do you pop up if that's how they're going to buy your product from you?
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Do you pop up in these places that they're searching for this specific thing?
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Three, while they're doing their search on these different platforms, then they identify
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And they say, oh, you know, my options are McDonald's, Wendy's, Burger King, okay?
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My options are this gas station, that gas station, this gas station.
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My options are they identify their three options, okay?
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And they'll go and do their research on what they need to do, all this other stuff.
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The other day, we wanted to buy a mattress for my oldest son.
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So we wanted to buy this Tempur-Peting mattress, right?
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So we go to this place, and we had all these options.
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Everybody here that works, you know, I like three options before I make a decision.
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He said, sir, before you take your phone out, I just want you to know here's how we work.
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We are the cheapest in the marketplace, and the reason why we have so much confidence
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in what we do, we're all over the nation, our products are everywhere.
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If 90 days from now, you find anybody that is cheaper than ours, we will refund you the
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And 90 days from now, if you want to give it back to us, we'll give you 100% back to
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That is their proposition, because they've already thought about the objection I'm going to do,
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You know, if I buy this on Amazon, yes sir, just bring that to us, we'll do this.
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As a matter of fact, right now this is $9.99, you're $1,299.
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I can give you this $9.99, our product is actually $8.99, but this, oh shoot, I lost,
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I become a customer of theirs buying a $1,300 product or whatever it was that we bought with
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Number four, as number four happens, customers process up eliminating choices.
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This doesn't work, that is not this, I'm going with this.
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Your job is to help be the highest chance of your product being the one that they choose,
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It may be a face to face sale, it may be a cold call sale, it may be a phone call sale,
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it may be an internet sale, it may be an audience sale to your 500 people that are in the audience
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or 60 people that are in the audience, it may be a radio, it doesn't matter.
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The process of elimination, so if you know exactly what the options are, if you bring
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that up to your customer and say, look, ma'am, with all honesty, when I used to sell memberships,
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I would say, look, you have 24 Hour Fitness here, you have Gold's Gym over there, and you
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have Powerhouse over here, and we're Valley Total Fitness.
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This one's this, this one's this, this one's this, this one's this, this one's this.
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You told me earlier that this is important to you, that's what we specialize in.
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You told me earlier that an outdoor pool is important to you, none of the other ones have
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You told me earlier that you need a hip hop class.
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We offer hip hop, this is their schedules, they don't have it.
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Great product, great gyms, great people there, except based on what you're looking for, we
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happen to be the one that's the best suitable for you.
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Do you see any reason why we shouldn't get started today?
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And last but not least, which is number five, and this is one that most salespeople or sales
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managers completely, completely screw this one up.
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After this person bought the membership, after this person bought the car, after this person
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bought the suit from you, or bought the phone system, or whatever it is, the following day
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This is when they're going to say, I liked it, I didn't like it, I regret buying it, I want
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But if you have a simple process that the moment after they buy it, you call them the
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following day, that takes out 80% of the regret they're going to have because they no longer
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feel like they were abused or take advantage of.
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Because sometimes somebody buys something like the next one, oh my gosh, that person made
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Look, I just wanted to call you and let you know I'm so excited about the new purchase
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You know, I really appreciate the time we spent together.
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Do you have any questions on what we purchased today, yesterday?
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I'm excited the fact that you said that what was important to you was this and this and
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You told me you wanted the pool, you wanted the hip-hop class.
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Because you're showing proof that they made the right decision that they bought from you.
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Mark my word, in every business, so many people are holding step number five and that's what
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That's what leads to them not wanting to talk to you.
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If you do that additional part, that gives you an edge over so many of your competitors.
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Because after they buy it, if you do a good job and I have a good experience, then I share
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If I really like it based on the way you treated me and gave me a customer experience, then
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Then you have a floodgates of customers coming to buy from you if you do the last part right.
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Thanks everybody for listening, and by the way, if you haven't already subscribed to
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Give us a five star, write a review if you haven't already, and if you have any questions
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for me that you may have, you can always find me on Snapchat, Instagram, Facebook, or
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Just search my name, Patrick MidDavid, and I actually do respond back when you snap me