by: George Silverman
Either you’re supporting the customer’s decision making, or you’re creating clutter and obstructing it.
Prospects make dozens of little decisions as they move through the decision process:
- Decisions about entering the marketplace. “Browsing.”
- Decisions about learning about your products and your competitors'. Technical term: it's called “Shopping.”
- Decisions about initial experiences with the product. Technical term: it's called “Trying.”
- Decisions about purchase. Buying.
- Decisions about expanding usage: Using. committing.
- Decisions about the whole decision and usage experience. Raving, Evangelizing
Different customers have many different ways of doing each of these. Each has its own set of rules.
Your marketing materials and activities are rarely in exact sync with your customers. That's why there are so many browsers and shoppers, but so few raving fans.
People are more in sync with their friends than they ever will be with your advertising and salespeople. That's why word of mouth is so much more powerful than marketing.
The lessons learned from all this is that you need to:
- Lay out all the dozens of little steps that people need to take in order to go from browsing to evangelism.
- Spend a whole lot more time eliminating these steps or making the steps simpler, easier, faster, and more fun.
- Find every large and small block, barrier, impediment and bottleneck and eliminate them. “Disimpedimentation.”
- Focus on the whole decision experience rather than just the user experience with the product interface.
- Put a lot more time, energy and resources into streamlining and funifying the customer decision process from beginning to end. [By the way, there is no end, at least not with on-going customers.]
Conventional marketing complexifies by shoveling information at already overloaded people.
You can use this decision smoothing approach by employing word of mouth and other techniques to smooth out the bumps in your customers' very rough decision process.
More to come. Stay tuned. I feel another book coming on.
Subscribe by feed, or by newsletter. Look in the left column. Speaking of decision smoothing.