3. Consumer Buying Decision Process
Need
Recognition
& Problem
Awareness
Information Search
Evaluation of Alternatives
Purchases
Post-Purchase Evaluation
4. A Five-step thought process used by
buyers
Need Identification Begins when buyer has an unsatisfied need
Recognition of Importance Buyer realizes the need is important that it requires action
Search for Fulfillment Buyer looks for ways to fill this recognized need.
Evaluation of Options Buyer examine different options, study information collected
and match needs against each option
Decision-making After considering the information and options, buyer makes
decision either purchase or not purchase.
Source: The Anatomy of Persuasion by Norbert Aubuchon, see page 7 Persuasive
Speaking, Toastmasters Advance Communication Series
5. Across Domains: Retail Offerings
A.D.A.P.T
ACTIVATION
ASSESSMENT DISCOVERY
• Identify some areas which are of • Activate their perception and
• Ask open questions discomfort about the problem in more
particular interest to you or where you
• Get client to tell you about his/her may be able to make a sale. detail
situation. • Make them dissatisfied with the
• Ask client about problems he/she
• Should be relaxed and non- current situation
may be experiencing.
threatening , seem easy for client but • The 'hurt' of the Hurt and Rescue
• DO NOT start selling product at this
packed with information for you. principle
point.
PROJECTION TRANSITION
• Now that the client is actively • The last stage is to move to the
uncomfortable 'rescue' of the Hurt and Rescue
principle
• Your next action is to move the
client from despair at the size of his
/her problem to hope that he/ she
will be able to find a solution.
6. Across Domains: Healthcare
L.O.C.A.T.E
• Use empathy to show that you • Use active •Detect their needs
and deep and goals
care about them and hence
listening
develop trust that will bond them
to you.
• Watch body
Listen language
• Note that empathy is difficult to • Watch how their
fake -- if you truly do care about body changes with
them then it will shine through their words
your words and deeds. • It communicate
feelings
• If you just ask questions, the
• Bringing things
client may become suspicious. together leads to new
Ask thoughts and
• Share little information about potentially useful
discoveries.
you and your company, do be
careful not to over-do this.
• Ask questions to
discover more detail
that is relevant to your
selling process.
7. Happy Me! – Time for Role Play
Nassau, The Bahamas Zagreb, The Rep. of Croatia
Editor's Notes
The stages to Consumer Buying Decision Process:Not all decision processes lead to a purchase. All consumer decisions do not always include all stages, determined by the degree of complexity.Problem Recognition: (Awareness of Need)-Consumer recognizes a problem or need. The need can be triggered by internal stimuli when one of the person’s normal needs rises to a level high enough to become a drive. Hunger-Food. A need can also be triggered by external stimuli (such as advertisement) I.E. see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.Information Search- a stage in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search. This is usually done on higher ticket purchases such as cars, pianos, computers, etc. Evaluation of Alternatives – The consumer uses information to evaluate alternative brand choices. Different process for every consumer, involves weighing product attributes and their ability to deliver benefits. Purchase Decision – Choose buying alternatives, includes product, package, store, method of purchase, etc.Post-Purchase Evaluation – Outcome; Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This is the buyer’s doubts shortly after a purchase about whether it was the right decision. This can be reduced by warranties, after sales communication, etc.
