How People Make Buying Decisions

The most important purchase you get from a customer is the second purchase.

Why? Because a two-time buyer is at least twice as likely to return and buy again as a one-time buyer, says marketer extraordinaire Jamie Turner.

So then the question becomes, "How do I get a one-time buyer to become a two-time buyer?"

Typically, that involves a combination of good customer service and the good sense of value. A good sense of value is achieved when a customer feels as though they're getting more of your product or service than they paid for.

For example, a Mercedes Benz is typically twice as expensive as a Volkswagen. Given that, you might assume that Mercedes Benz' market share would be significantly less than Volkswagen's, but it's not. They're almost equal (1.9% for Mercedes Benz vs 2.2% for Volkswagen).

Why? Because while a Mercedes Benz is twice as expensive, the perceived value is 2.5 to 3 times greater than a Volkswagen's. Customers who pay twice as much for a Mercedes Benz feel as though they're getting 2.5 to 3 times more value for their purchase.

See how that works?

How all This Relates to You
When you're thinking about how to sell more of your products and services, you can start by understanding how people make buying decisions.

Remember, most people make buying decisions in one of three ways:
With their gut
With their heart
With their mind

People who make decisions with their gut are intuitive, non-linear thinkers. They don't analyze a purchase in a structured "A...B...C" way as much as they analyze a purchase in a less-structured "A...Q...Z...Y...C...oh, look, there's a bird outside my window" way.

People who make decisions with their heart are driven by emotion. If your target market is driven by emotion, you'll want to work extra hard on establishing a strong, meaningful brand.

People who make decisions with their mind are logical, linear thinkers. If that's your target market, you'll want a feature-oriented, benefits-based marketing campaign.