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8 Factors Influencing Consumer Behavior and the Buying Process

a customer shopping at a store

It’s a simple question that reveals a wealth of insight: why do customers buy from me?

For business owners, getting into the mind of their customers can help them make better, informed decisions about their operations. It also creates a more satisfied customer that keeps coming back for more.

The following will explore some of the items that influence customers in their decision-making.

Keep these in mind as you align course in your entrepreneurial journey.

#1: Emotional Response

One of the most powerful influences on a customer’s decision-making is their emotional response. 

Within seconds a customer will take action if it resonates with them; it’s the reason why we impulse buy. That thought of, “I must have it!”. If the customer convinces themselves they need the item then they are more likely to complete the purchase. 

The emotional response can come from well-aligned advertising & marketing, a great word-of-mouth referral, stellar copy, and more. Nudge them to the buying decision by touching on emotions and you’ll certainly see sales jump!

#2: Logical Response

If you’re not the type to get caught up in the hype of ads & marketing then you likely buy based on a logical response. Many of your customers are probably like this, too.

The logical side will be when the customer will think through what true benefit the item adds, consider their finances, and weigh the value. They’ll assess whether they need the item, rather than want it. There may be some element of justification but mostly the buying decision comes from the thing having a purpose.

To appeal to these types – offer up as much information as you can through product copy, explainers, media elements, reviews & testimonials, and whatever else fills in the details.

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#3: Pain

Many marketers “prod the pain points” with their campaigns.

People respond to pain because they’re seeking a cure. Something to ease the pain. This can be something simple like the pain of boredom – wanting something to burn some time and be entertained. Or, pain can be something severe like a need for medicine.

Your product likely does alleviate some kind of pain when you really get down to it. See if you can uncover it and run a test campaign having this pain center to the messaging.

#4: Branding

A brand also plays a very important role in the decision-making of a customer. Certain brands are considered “cool” or “strong”, others are “authoritative” or “influential”. Whatever it is – people latch onto the brand and feel a sense of connection to it and its community.

It’s why we see die-hard fans of Apple, willing to spend a premium. Or, those that are really, really fanatical about Tesla to the point that they’re viewing Elon in a deity-like manner.

You get the point.

If you can develop your brand and make it cool or helpful or high-value then you’ll stand out among so many others in your space. It’ll give people a reason to come back. It’ll give people a reason to share what you’ve got with others.

#5: Benefits

A sub-section of the logical side of decision-making and a rather strong reason for customers are the benefits of a product. The benefits have to be strong enough to help convince customers that the item is greater than the ones they already have or the competition.

Sometimes all it takes is that one line of what the product does well.

Maybe it saves them a ton of time.

Maybe it makes them more attractive.

Maybe it helps them achieve their goal.

Whatever that may be – take time to really dig into what the logical side of your customer base loves about the product. Then, make sure that messaging is big, bold, and in-your-face. Use that one-liner (or several if it offers it) to really make it attractive.

#6: Relationship

A powerful reason why customers decide to buy is based on their previous experience with a business. If a business created a great overall experience, the customer is more likely to buy again because they can trust that the business will continue to provide value.

Relationships are earned through great experiences, respect, and trust.

It really is about going that extra mile to make an impression on someone. But, you can go even further if you’re running a business that thrives on long-term relationships such as coaching, consulting, or if it’s education-based. That’s achieved by not just building a business relationship but through a partnership.

It’s about mutually helping each other succeed.

Do the mental exercise of thinking – what if I only had a couple of clients I worked with for years and years? How would I treat them? How would I want them to treat me? 

This completely changes how you approach a lot of your efforts.

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#7: Tradition

Tradition, even though overlooked, is a strong reason why people buy. 

When a business has been around for multi-generations, it’s likely that through traditional experience and nostalgia the younger generation will buy from the company because it reminds them of old times and has been a staple of their lives for so long.

The only tip we have here is to keep doing great things.

#8: Price

Finally, price drives decision-making like none other.

Put a cheaper, comparable product in front of someone and they’ll switch even if they’ve spent years with your business. It’s just how it goes. Ultimately, that bit of savings lets them do more with their lives.

So then think about that…

What could you offer or convey that would make them disregard the price?

Maybe it’s the attention to detail or dedication you have to the customer experience and service. Maybe there are backend offers that build upon the main thing. Or, maybe it’s your presentation, brand, and perception. People will spend more if it aligns with their desires.

Like we’ve said time and time again – you need to strive to build a more predictable, sustainable, and profitable business

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