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The first thing we generally do is identify a consumer need. Then we're usually taught to define our ideal customer. Lastly we're supposed to define for that ideal customer, the unique selling point (usp) of our product or service. I believe all of these processes actually work more as an integrated, dynamic flow than as a linear process. What many times we are not taught is how do we integrate marketing our product or service with our knowledge of consumer thinking. Consumers make purchasing decisions based on choice processes. Action ' motivating them to make the purchase. This process is generally engaged in when the consumer easily understands the features and benefits of a product or service, the product is not expensive, and the purchase does not involve multiple decision makers. This process is not engaged in when the selling situation involves complex products or services and multiple decision makers are required. The next process a buyer may go through is the 'buyer resolution process'. This involves a process of the buyer answering five purchasing questions. Article: Ideal Customer, Unique Selling Point, and Consumer Thinking by Darrin F. Coe, MA As entrepreneurs there are some very monolithic things that we’ve all been taught. The first thing we generally do is identify a consumer need. Then we’re usually taught to define our ideal customer. Lastly we’re supposed to define for that ideal customer, the unique selling point (usp) of our product or service. I grant all of these processes nothing else but work more as an integrated, dynamic flow than as a linear process. What many times we are not taught is how do we integrate marketing our product or service with our knowledge of consumer thinking. Consumers make purchasing decisions based on peerless processes. There are generally three process that consumers go through when they decide to make a purchase and the process they use is dependent on the type of product or service they are considering. Therefore, your unique selling point, identified customer need, and ideal customer profile should be integrated with one extra and marketed based on a knowledge of consumer thinking. Let’s use my latest e-book, “Micro Loans: Finance Your Dreams”, as an example of integration. First I spent time identifying a need. That need was money. Entrepreneurs need money to finance their office projects. Most home businesses and microbusinesses have trouble qualifying for large loans from traditional lending sources so I wrote this ebook to help them meet the need for money. Next, I took the time to identify my ideal customer based on the identified need. The ideal customer is a home business establishment or microbusiness entrepreneur who is motivated and passionate nearby accomplishing their dreams. This includes both men and women who are currently making ends meet but want more out of life and want to pursue an entrepreneurial dream. After this, based on identified need, and my ideal customer profile, I was able to create my ebook’s unique selling point. As a matter of fact, I wrote the book specifically to create a unique selling point. “Micro Loans: Finance Your Dreams’” unique selling point is this: It provides instruction on how to connection a little know government venture program, which is funded through the SBA, at an affordable price symbiotic with tools and templates to make court to the program easier. Now, we have an identified need (money), we have an ideal customer (home stunt entrepreneur) and a product with a unique selling point (an ebook). These can now be factored into our marketing decisions. There are, as stated earlier, three generally traditionalistic processes consumers use to make sale decisions. The first is the “buyer military operations process”. This process involves five mental steps a trader goes through in the front making a purchasing decision. It is the job of the marketer to guide them through these steps. 1. Creating thought – get their attention 2. Developing interest – hold their attention 3. Inducing desire – convince them they want your product or service 4. Conviction – solidify their courage that they want your product or service 5. address – motivating them to make the purchase. This process is generally engaged in when the consumer easily understands the features and benefits of a product or service, the product is not expensive, and the purchase does not involve multiple decision makers. This process is not engaged in when the selling situation involves complex products or services and multiple decision makers are required. The next process a user may go through is the “buyer resolution process”. This involves a process of the agent reaction five purchasing questions. If all are answered in the thumbs-up then the consumer will most like make a purchase. The questions are: 1. Why should I buy (is there a need) 2. What should I buy (what product will meet the need) 3. Where should I buy (what source provides the product) 4. What is a fair price (is the price of this product worth meeting the need) 5. When should I buy (is meeting my need necessary at this point) This mental process is used more often when a customer is lively trying to fill a perceived need. The process is generally not an impulsive process. People who go through this process need to be convinced on each question, in the affirmative. These are the type of people that engage in imitation shopping and use consumer guides to make decisions. If your ideal customer profile leads you to receive that your customer is not likely to be an impulse customer then marketing with the additionally process in mind is probably smart. You need to present your product or service in a manner that will help the consumer demolish the tiptoe questions in the affirmative, leading to them making a purchase. This is where your unique selling point becomes very important. The USP is used to give good returns the consumer’s questions. The final process is referred to as the “needs-satisfaction” process. This process is engaged in when a person is making a purchase to satisfy a need in a complex selling situation. The consumer is looking for a consultive partnership with the seller. This is the process that many customers engage in which leads to repeat business. It satisfies all of there questions by having the seller identify their needs and generating products or services that seem to be customized to the identified need. Several points concerning this process: 1. The consumer is privy to they have a need but may not be hep to of what it is specifically so the seller must conduct an sifting out to help them improved pinpoint their need. This process treats the individual consumer as separate target market. 2. Questions and two-way hookup are a priority in this marketing process. They are designed to help the consumer pinpoint their need and then you can take them through the resolution process based on your product or service. 3. This type of consumer process is facilitated if you enter on to promote for and facilitate a long term relationship with the customer. This is the customer that needs to trust the seller. They want to feel like they know the seller and this leads to confidence and credibility on the sellers part. These three consumer decision making processes are not necessarily different approaches. The reality is they work in concert with one of a sort dependent on what the consumer presents to the seller. You can think of them as a complex progression which is dependent on the customer need, the customer profile, and your unique selling point. If you keep these processes in mind as you create your build-up and marketing plan. I take stock in you will see increased success and develop more repeat business. Darrin F. Coe, MA is a mental health professional, weekly columnist, and the engender of the ebook, “Micro Loans: Finance Your Dreams” adaptable at http://dcoe1.tripod.com/microfinance you can contact him at coe@ris.net or at http://dcoe1.tripod.com
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