MarketingProfs, a rich and trusted resource that offers actionable know-how to help you market your products and services both smarter and better, published the following article written by BPI President, Jim Kraus.
A New Age of Buyer Personas: Navigating Today’s High-Consideration Buying Decisions
Imagine you’re about to make a significant purchase for personal or business reasons—a decision involving considerable consequences and investment of time, effort, and money.
Consider a scenario where the item or service is something you’ve never purchased before or purchased only infrequently. You might find yourself comparing multiple providers and their various solutions, only to discover that the options are difficult to differentiate and evaluate.
Meanwhile, the decision carries substantial risk: The wrong choice could have long-lasting repercussions. This type of decision may also require the input and agreement of several people involved.
Examples of such high-consideration buying decisions for consumers include buying a house, choosing a college, and deciding where to relocate and retire. For businesses, high-consideration decisions might include the procurement of enterprise software, selection of a professional services firm, or investment in major equipment.
Such decisions are marked by their complexity and high stakes, and buyers in those scenarios often experience considerable anxiety. To understand how to navigate today’s high-consideration buying decisions;
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