How People Make Buying Decisions

To better understand what triggers people to make buying decisions, I picked up this book Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella.

In the book, she explained the 5 Rings of Buying Insight.

via Adele Revella:

When you know what triggers your buyer’s decision to prioritize an investment in a solution like the one your organization offers, you have discovered the first of five Buying Insights that will help you align your marketing strategies with your buyer’s expectations.

Understanding the trigger

What you want to do is to uncover the event, circumstance, or situation that tips your buyer over to start searching for the solution. These situations can be broadly categorized into two types – logical and emotional.

  • Logical is just it. When you run out of paper, you just need to go out and get some.
  • Emotional is a little more complicated. For instance, you may just have been laid off.

And the emotional circumstance forces you to go out there and look for a solution.

What triggers you?

What are some emotional factors that tip you over when making decisions, buying or otherwise?

Having a heightened level of awareness of the triggers will provide a peek into certain habitual way of thinking and doing.

For instance, I’ve been a smoker for more than 20 years. However, in 2013, I decided to quit, cold turkey and have never smoked another cigarette every since. I’ve come to understand that the trigger for me is a perceived need to feel relaxed.

In wanting to feel relaxed (emotional trigger), I’ve learned to do so using an external means (cigarette) to enable me to achieve that feeling. And as a result of that conditioning, I’ve developed the habit of smoking and have done so for more than 20 years.

However, once I become aware of the trigger (need to feel relaxed) and replace the habit with something healthier, I’ve managed to stay away from cigarettes. Besides, I’ve also developed this one habit that enable me to not only stay smoke-free but also become healthier and more energized.

Your turn

Do you have a habit that is inhibiting your ability to achieve your goal?