Preventing Decision Mistakes

• What types of mistakes do customers tend to make while making this kind of decision? Make sure the decision process avoids these mistakes.
• What do customers most frequently overlook or not consider? Make sure the decision process brings these elements into consideration.
• What are the most difficult things for a customer to understand? Determine ways to communicate these elements precisely.
• What must a customer understand to reach a fully informed decision? Make sure the decision process brings these to the customer in an orderly fashion.
• What level of professional education or experience is required to understand each specialty area of the decision? Make sure that you engage in the decision process those people who have the required experience or professional background.

Source:
The Decision to Buy
by Jeff Thull
MarketingProfs.com, April 18, 2006

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