What Makes a Consumer Choose?
Persuasion master Duane Cunningham was interested to know what causes a customer to choose a product (and dating expert April Brasswell was curious curious too).
I suppose, when it comes down to it, this is the most important question for a consumer behaviouralist like me to answer.
The difficulty is that it’s a much easier question to ask than to answer – not that that makes it a bad question, I hasten to add.
As it happens I’ve been steadily cataloguing (if that’s the right word – which it probably isn’t) the reasons that customers buy something. You may not be surprised to learn that there are quite a lot of factors that can be involved: thus far I’ve detailed 41.
When it comes to any single consumer purchase there may be any number of these involved and the purchase is triggered (I suspect) when enough of them exist with sufficient strength to generate the requisite level of desire for the individual concerned.
That could be one purchase driver activated very powerfully – to give you an extreme example; we would nearly all snap up, say, a fancy pen, if we could buy it for 1% of its typical cost, irrespective of anything else (and certainly irrespective of whether we needed a new writing implement). Equally, we would pay anything we had for a bottle of water if we’d walked out of a desert, not having drunk anything for three days.
In these hastily constructed examples our desire to save and desire to drink exist so powerfully that we wouldn’t want to stop ourselves buying.
It’s not just about our psychological desires though. At a higher level what we’re told by someone else or the colour used on the pack can influence our choice dramatically (to name just two other factors). This is all a by-product of how our unconscious minds’ process what they encounter (and something I explain how to harness in The Secret of Selling, if you’ll forgive the shameless plug.)
So, when it comes down to it, purchase choices are complex but not unfathomable.
Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.
Philip
I just love when people make sense and that is exactly what you are doing when it comes to being successful. We have to understand who we are selling to and why they would want to buy anything we have to sell. Otherwise it doesn’t matter how good our product is.
I might be oversimplifying but I look forward to more info from you,
Jen B
The Harwood Center – Tinnitus, Chronic Illness, Fers, Phobias, and Anxiety
A very astute analysis of why people buy. Have you listened to Kevins tapes on Covert Hypnosis?Some similar themes.
Sunny Marie
Glamour and Glitz
http://www.sunnymarie.wordpress.com
Phil,
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Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.
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How true!
Using Pure Numerology, we unlock quickly a person’s preferences based on their character traits.
John Ho
Understanding Personalities for Better Influence & Persuasion (WordPress)
Understanding Personalities for Better Influence & Persuasion (Vox Blog)
Fascinating ideas as always Philip.
“Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.”
I have a feeling that you’re going to unravel this for us in the days and weeks to come.
I know I’m going to learn a ton from you writing. I’m already starting to see where I can apply these ideas in my life coaching and consulting practices.
Thanks for this!
JJ Jalopy
Love the stream-of-consciousness writing style too! It works really well for you. It’s just like having you in the room, explaining it to me personally.
JJ Jalopy
Life Coaching and Home Business Advice with JJ Jalopy
Philip,
You are a born teacher, I want to hear you put some of this on audio recording. I will be happy to interview you for such a thing if you would like. Just think of ten good questions you want to answer and send them to me and we’ll schedule a time on my conference line to record it.
Your ideas are well-formed and I look forward to your blog every time it comes out…
Seize the Day,
Rob
Personal Asset Protection For Small Business Owners
Have You Covered Your Assets?
Your insights into how our unconscious minds process the products we encounter and how it affects our buying choices are fascinating.
And you have a gift for explaining your expertise concisely and very clearly. It is a real treat to read your posts and I very much look forward to your next installments to see how I can apply your ideas to my business.
All the best,
Yann
I fully intend to put these insightes to use, “seeing the product through their eyes”…… I wonder how many actually make an effort to do that?
Thanks
JC
Henry Ford has been quoted as saying “If I asked my customers what they wanted, they would ask for bigger horses.” When it comes to innovative products and services, I have found it effective to know my customers needs – but not to always give them what they ask for. Instead, consider focusing on a creative solution to the needs.
Christian
“Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.”
Says it all.
Lynn Lane
http://www.Warriorofsuccess.com
How fascinating that you have cataloged 41 factors that help determine a person’s choice. I guess though it all boils down to knowing what your customer really wants. As Lynn mentioned above, I guess this says it all with regard to customers:
“Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.”
Interesting post!
Pam Schulz
http://www.greatwealth.com
great stuff. definitely makes you reconsider hard selling.
Don Shepherd
oregon or bust
It’s very interesting how much is going on in such a short amount of time. Can’t wait to hear more about what makes us buy. Hopefully I can put it to use! Thanks.
Lisa McLellan, Child Care Expert – Babysitters, Nannies, and Au-pairs
The psychology of why and what customers purchase is fascinating. Mark
Glacier Marketing
Glacier Ice Cream
Phillip,
Great information. Really am enjoying your blog so far. Keep it up!
Mitchell Rehaume
Your Mobile Exper
Hi Phillip,
Well Im honored to be mentioned in your blog! And Persuasion Mater indeed..lol But this subject is just the tip of the ice berg on what motivates and triggers us to do the things we do!
And contrary to opinion its usually has nothing to do with what might seem quite obvious at the time!
Im looking forward to the details of your research as you share the secrets into human buying behavior!
Duane
Learn Winning Persuasion
Techniques that Work Like Magic by Tapping Into the Psychology of
the Mind with Persuasion Expert Duane Cunningham!
Great
Consumer behavior is always a fascinating study. You’ve just touched the tip of the ice berg. I look forward to seeing more.
-Pat
Business Owners Fast Track to Internet Profits
This is such good information, thanks
The DIY Lawyer
DIY Lawyer – Where you can sign up for our free living trust e-course
Philip,
Great article. The last paragraph summed it up nicely for me. Our task in selling our products is to see them through the eye of their unconscious minds.
Health, Fitness — Darryl Pace
Great points to ponder, Phillip.
Your last few lines summarize it well:
“So, when it comes down to it, purchase choices are complex but not unfathomable.
Understanding your own customers is first and foremost a matter of seeing your product, service and marketing through the eye of their unconscious mind.”
Great post!
Pam
Great Minds, Great Wealth: How to Raise your Return, Reduce your Risk, Cut your Cost
This is fascinating material. I am currently reading the book buy ology which deals with marketing and the nervous system.
Bob Kaufer
Z Health For Life
shameless plugs are ALWAYS forgiven, especially when you cite my name (only 1 s, not two).
I like how you introduced the curiosity factor and then demonstrated your expertise and integrity in frankly telling us that it was something which could only be answered in depth, not with a quick easy answer.
like most things in life.
All the best,
April Braswell
Dating Expert and Online Dating Coach
My site glaciermarketing.wordpress.com was shut down at wordpress for an unknown reason. I am leaving this message at all the blogs.
My new blog address is
marketingscoops.blogspot.com
Marketingscoops
Thanks Mark
Such a good insight on what makes consumers choose certain products!!!
Expert in Medical Hypnosis,Success Thinking and Practical Parenting
David Power’s Hour