New Way of Customer Buying
October 31st, 2018
Consumer behaviour has undergone a facelift. The new consumer has created a new way of buying and for any business hocking its wares or services, its imperative to shape new marketing strategies to suit the new consumer buying behaviour.
Some refer to the new age of buying as the “buyer’s journey”.
Like we mentioned above, the internet has created a savvy and intelligent customer. In relation to the buying process, what this means is that the customer jumps in at a much different point in the process.
With the capability of research being unending, customers are skipping the entire front end of the traditional sales pitch- they don’t need to be told what it is, why they need it and how much its worth. They know all that.
At the point of contact, the customer is already wanting to know why- but not why they need it, instead, its why they should buy it from you specifically.
The buying process no longer starts with the small talk warm up. There is no getting to know you, making connections and building a relationship. The new buyer attitude is all about convenience and cost.
This puts a lot of power in referrals (always an important part of the buying process) as well as reviews. As a seller it is imperative to be aware at all times, what is being said about you, your business, your services and/or product.
Good or bad, reviews are an essential part of the process. Think about it, for example, with Amazon, and the purchasing of a printer.
You likely go online knowing a few different models you like, based on what you may already know about printers. You did some research, you perused price points and purchasing options.
You now have three in mind. What are you likely to do next? Read the reviews. A review is the closest thing you can get to an in person referral, that is not coming from a sales person.
If you went into an electronics store, you would have the clerk telling you why this or that printer is best. But that clerk has an agenda. Online reviews are consumers, sharing their experiences.