How Customer Decisions are Made

The Epic Marketing Show – How Customer Decisions are Made

AUTHOR: Kenda Macdonald

As a dedicated consultant, I specialise in elevating businesses through top-tier consultancy, fueled by a deep understanding of buyer psychology cultivated over years of experience. My expertise lies in crafting marketing and sales strategies that propel businesses to new heights by leveraging insights into the buyer brain. As a bestselling author, public speaker, and strategist, my passion for decoding human behavior drives me to innovate and deliver unparalleled results. I've designed a methodology adaptable for all types of businesses, ensuring transformative customer journeys and experiences.

This episode is all about how customer decisions are made. Which is pretty huge. I mean mothership territory.

How the human brain makes decisions - whether you know it or not - is crucial to everything you do. Or more importantly - not having a clue can spell disaster for your business.

If you don't understand your customers and how they make their buying decisions how do you ever expect to sell to them in the first place.

Understanding your customers and how they make buying decisions is becoming increasingly important. Traditional and interruption marketing (ad words and banner ads) are starting to lose ground. The reason is as predictable if I'd said cold calls.

People don't like to be sold to.

That means increasingly your customers are tuning out ads that you're paying cash monies to put in front of them. Your marketing investment won't be yielding the same return it once did and that's bad for business.

It's also frustrating as hell.

bad for business

Decisions, Decisions

The good news is that there's been plenty of research done on this sort of thing.

The logic (or lack thereof) surrounding customer decisions is entirely down to how the brain works. Or prefers to work more to the point.

Your challenge as a business is to catch your customers while they are actively looking for the answer to a problem. Providing them with that answers provokes a sense of relief in your prospect and starts to build trust.

That's down to something called System 1 and System 2 thinking. 

System 2 thinking is the problem solving part of your brain. It works hard, burns lots of energy and can only take information in relatively slowly. It's also lazy - it doesn't like working hard. 

That's why learning something that's complex often gives us the feeling our brain hurts. Because - much like a computer - we're asking it to do deal with something that puts of a lot of strain on the system.

However, once the question is answered the brain of your prospect starts to like you. Because you make things easier for them. This is the very basis of professional relationships.

Although, you  can only achieve that if you have the content to do so. Sorry but your brain has some system 2 thinking to do of its own...

Watch the video below to learn more about how system 1 and system 2 thinking impacts on our decision making processes and where marketing fits in.

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To learn more about decision making and other facets of behavioural marketing get in touch and a Ninja will be only too happy to answer your questions.

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