Purchase decision influencers

Once you have isolated a specific segment of the market on which to focus, then you can consider more subtle influences on the purchase decision. Some of these are:

Preference for channel of distribution

Many prospects prefer to buy through a specific distributor or wholesaler. For individuals this may be due to subtle, as well as, economic reasons. For example, an individual prospect may immediately think of Wal-Mart or Home Depot when considering an offering like yours. A business often has a preference so they can have a single communication point for all purchases. This also often results in lower purchase prices.

Number of decision makers

When selling to consumers or businesses, the more individuals or groups involved in the purchase decision, the more difficult the sale. Marketing costs for selling bread can stay low because one person normally makes the purchase decision. Car purchases are more complex because the purchase decision normally involves a husband and wife. Business sales to committees often require months to achieve a decision.

Financial strength of the prospect

Less affluent prospects may desire time payments versus a cash purchase and Chevrolets instead of Cadillacs.

Quantity/volume requirements

Restaurants will want large jars of pickles while individuals want small jars. Businesses use large amounts of electricity at predictable times.

Ability to use the offering

Trying to sell to a prospect who lacks either the knowledge or resources to properly benefit from your offering will result in a 'no sale' situation or an unhappy customer. The prospect should have knowledge and resources such as time, equipment, facilities, personnel and complementary products/services.

Commitment required

If the offering requires a high commitment in terms of time, resources or money by the customer then the target should be prospects who 'really need' the offering rather than prospects who get some, but not a lot, of benefits.

Brand awareness/users

Examples are prospects who ask for IBM compatible PC's or Pitney Bowes mailing machines or Winnebago R.V.s

Attitude toward a personality or enterprise

Reputation helps sell AT&T long distance service, IBM computers, Michael Jordan tennis shoes, etc.

Attitude toward price versus value

For example, purchasers of collectors items aren't price sensitive while purchasers of commodity items are price sensitive.

Experience with other products/services your enterprise has offered

You are looking for a reaction like "I liked your first product so I'll try your second."

Prospect bias

Examples are, 'Buy USA', I want a car with a 'solid' feel, fast cars, sweet wines, large print playing cards, etc.

Affiliation with other organizations

Such as the U.S. Chamber of Commerce, AMA, IEEE, doctors, attorneys, pastors, franchisors, entrepreneurs, etc.

After sale support expectations

It is often beneficial to target prospects who have enough expertise that they will require a minimum of after sale support.