INFLUENCING THE EVALUATION PROCESS CAN POWERFULLY IMPACT ON SALES The proposition in this week’s edition of THE REPORT is that marketing becomes a whole lot more cost effective when: Business understands the purchase process. Know when to intervene in the purchase process. Knows how to intervene in the process. Certainly this approach is far more […]

INFLUENCING THE EVALUATION PROCESS CAN POWERFULLY IMPACT ON SALES The proposition in this week’s edition of THE REPORT is that marketing becomes a whole lot more cost effective when: Business understands the purchase process. Know when to intervene in the purchase process. Knows how to intervene in the process. Certainly this approach is far more cost effective than the shot gun approach most often used. The third stage in the purchase process might be called – EVALUATION. Having identified the solutions and the options for delivering the preferred solution the consumer then begins the process of evaluating those options on the basis of: The criteria they have established The information available The consumer will have criteria, both internally and externally driven against which options will be evaluated. The evaluation process will almost certainly be more in-depth for first time purchasers. The information available will influence the capacity of the consumer…