5% can make you a great deal of money Only fools view marketing as being the business of building awareness and encouraging enquiry. Profitable marketing is about so much more than this. With few things mattering more than the life- time value of a prospect. Given the cost of securing a first-time enquiry, it only […]

5% can make you a great deal of moneyOnly fools view marketing as being the business of building awareness and encouraging enquiry. Profitable marketing is about so much more than this. With few things mattering more than the life- time value of a prospect. Given the cost of securing a first-time enquiry, it only makes sense to extract as much value as possible from every enquiry. This in turn involves maximising conversion rates, the average sale per customer, margins, repeat business rates and referrals. Understanding the decision-making process is central to doing all of these things and more. It can also reduce the length of the purchase process and in so doing facilitate superior cash flow and establishing as quickly as possible an initial relationship that can be built on.The science of consumer decision making lies at the nexus of psychology, economics and neuroscience. Decision making is a critical area…