How do prospective customers make a choice between a competitor's product or service and yours? Is it a simple decision that will result in a quick purchase or will they extend the process, as they weigh all the options?

Many believe that their product is so unique and provides so many benefits over the competitive options, that prospects will purchase with little hesitation and minimal comparison effort.

Understanding your prospects' decision process will help you choose the right marketing message, marketing strategy, sales process and sales strategy. Shown here is a chart that, when plotted correctly, will help you identify your sales and marketing direction.

Importance of Purchase

Perceived Brand Differences

1. Excellence of Service Organization - Does the prospect perceive your service organization to have many unique characteristics when compared to others in your industry? Customer service in the software industry usually means a call routed to India with a "specialist" using a Q&A form to address only the most common issues. In contrast, when customers call us (BRS) for software support, they are amazed at the high level of service they receive. They get to talk to a business planning and strategy expert that understands their needs and can help them receive the full benefit of the software they purchased.
2. Highly Unique Performance - An automobile that gets 90 m.p.g., has a top speed of 180 m.p.h., and doesn't require a maintenance checkup until it has reached 100,000 miles would rate very well on its unique performance. Some products or services may not be unique and may not have a lot of bells and whistles, but performance may be a significant factor in the buying decision.
3. New or Unique Technology - Apple's new iPhone has taken the touch screen capabilities to a whole new level. Apple is utilizing the latest technology, providing themselves a unique advantage over competitor phones and mobile devices. In this industry, technology is a major factor.
4. Most Unique Features - Using the automobile example again, some cars are marketed to the younger crowd and showcase the ability to customize the car's appearance. Service, performance, and technology are completely ignored in their ads with the emphasis entirely on the available features.

Don't make the mistake of assessing your perceived brand differences based on only one factor; an average of all four ratings is required.

The example on the chart shown above indicates an extended decision process. The following scenarios explain what you can expect from each quadrant of the chart.

Significant Differences / Important Purchase

The decision making process will be extended in this quadrant. The prospect perceives the purchase decision to be important and since there are many significant differences in the brands offered, the prospect will spend lots of time researching and comparing various features and benefits, thus delaying the process.

Significant Differences / Purchase not Important

Even though there may be significant differences in the brands being offered, the prospect does not perceive the purchase decision as important. Therefore, little effort will be spent in comparing brands and the decision process will be relatively rapid.

Minor Differences / Important Purchase

Although the purchase decision is important to the prospect, there are few differences among the competing brands. The prospect needs to be assured that, whatever they choose, they are making the correct choice.

Minor Differences / Purchase not Important

Both the importance of the purchase decision and the differences among the competing brands are minor. These factors lead to a rapid purchase decision based predominately upon previous experience. Impulse buying may be encouraged with a suitable eye-catching display.

So where do you go from here?

The Business Insight Solution
We've seen thousands of companies benefit from analyzing their business model and identifying new ways to improve their situation. By performing our Business Insight analysis they have recognized the true decision process of their prospects and developed the proper strategy to convert more prospects into customers. Our Business Insight analysis will ask the right questions and apply proven strategic models to your business. We are so confident that you will benefit from our Business Insight analysis that we guarantee your money back if you are not satisfied.

Model for Success
Business Insight will use information about your company to create a unique model of your industry based on: