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From the Desk of Rick Pedersen: The New Way to Capture Buyers

Like me, most of you can remember a time when the Internet did not exist. We all relied heavily on newspapers and magazines for content and reviews and always sought a sales person to give us the information we needed to make a decision to buy something. I distinctly remember waiting for my Consumer Report in order to get the product reviews I needed.

Today, however, we have the Internet. When trying to buy car seats for my grandchildren, my wife and I went online and searched for car seats. Not having been in the child rearing stage for quite some time, I needed to learn what car seats were available, what types we needed for the kids and then compare prices and features. We found all this information online when we wanted it. Then we made our decision, went to the retail store and bought the car seats we chose.

Now, I know my purchase decision experience is not unlike most of your purchasing experiences, either personally or in your business. I didn’t want or need to talk to a sales person, or wait for someone to review car seats for me. I took it into my own hands to get the information I needed to make a decision.

This is why we must become buyer centric– give buyers what they want instead of what we want to sell. Buyers want content that fulfills their Purchase Decision Process needs. In my situation, I needed to discover what car seats were available, what features they had, how much they were, where to find them and the list goes on. When buyers get all the information they need, they will make a decision to buy. If you are in front of them the entire time and are very helpful, they will buy from you.

In our next blog, we will explain the Purchase Decision Process every buyer goes through and provide several ways for you to help buyers fulfill their content needs at each step.

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