Thoughts and decisions

All decisions begin with a thought. This decision-making process starts when we become aware of a problem or scenario. Sometimes the realization is sudden (e.g. a couch that is severely torn and worn and needs to be replaced). At other times, it’s gradual (e.g. the decision to buy a car after realizing over time that the current car was now becoming very expensive to maintain due to wear and tear after 10 years). 

Once we become aware of a problem, the next step is to research solutions. We invent a list of options: mentally or physically. Next, we begin to select the final vendor for the product or service. Although a small number of buyers still contact businesses to learn more about their products and services, today’s customer self-serves information in the research phase.

Each time we buy a product or service, we are being influenced by several factors. These include a pain point, a stimulus (social or commercial cue), a desire/motivation to act, one’s background, personal finances, and even the company’s image or approach to corporate social responsibility (CSR). 

I recently made a purchasing decision where some of the above factors influenced my decision to support the business. As I was leaving work one evening, I needed a quiet coffee shop to write (problem awareness). I looked up a few options on my phone (research). I found several options within 10 miles of my office. I reviewed a few and settled on a coffee shop known as A 2nd Cup. The reviews seemed positive, the menu looked tasty and the atmosphere appeared to be cozy. Another aspect of the coffee shop that won me over was a message on their website that stated their mission to “fund aftercare solutions for survivors of human trafficking.” I was sold.

Just like my decision to buy coffee from A 2nd Cup, your customers are influenced by both the decision process and decision factors--internal and external--affecting their micro-decisions along the way. The job of marketing is to reach consumers in the moments that most sway their decisions. You can do this by making sure that you’ve provided enough information for consumers to learn about your company and, ultimately, make a buying decision.