The next process a buyer may go through is “buyer resolution process”. This involves a process of buyer answering five purchasing questions. If all are answered in affirmative then 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 need) 3. Where should I buy (what source provides product) 4. What is a fair price (is price of this product worth meeting 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 actively 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 affirmative. These are type of people that engage in comparison shopping and use consumer guides to make decisions.

If your ideal customer profile leads you to believe that your customer is not likely to be an impulse buyer then marketing with above process in mind is probably smart. You need to present your product or service in a manner that will help consumer answer above questions in affirmative, leading to them making a purchase. This is where your unique selling point becomes very important. The USP is used to answer consumer’s questions.

The final process is referred to as “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 seller. This is process that many customers engage in which leads to repeat business. It satisfies all of there questions by having seller identify their needs and generating products or services that seem to be customized to identified need. Several points concerning this process:

1. The consumer is aware they have a need but may not be aware of what it is specifically so seller must conduct an assessment to help them better pinpoint their need. This process treats individual consumer as separate target market.

2. Questions and two-way communication are a priority in this marketing process. They are designed to help consumer pinpoint their need and then you can take them through resolution process based on your product or service.

3. This type of consumer process is facilitated if you attempt to advocate for and facilitate a long term relationship with customer. This is customer that needs to trust seller. They want to feel like they know seller and this leads to confidence and credibility on sellers part.

These three consumer decision making processes are not necessarily different approaches. The reality is they work in concert with one another dependent on what consumer presents to seller. You can think of them as a complex progression which is dependent on customer need, customer profile, and your unique selling point.

If you keep these processes in mind as you create your advertising and marketing plan. I believe you will see increased success and develop more repeat business.

Darrin F. Coe, MA is a mental health professional, weekly columnist, and author of ebook, “Micro Loans: Finance Your Dreams” available at http://dcoe1.tripod.com/microfinance you can contact him at coe@ris.net or at http://dcoe1.tripod.com