How Guided Selling Positively Impacts Purchase Decisions

Every customer experiences a unique customer journey. However, there are stages in the buying decision process that almost always follow the same pattern. Philip Kotler, a renowned professor of marketing and pioneer of modern marketing theory, breaks the buying decision process down into five distinct stages.

To understand what happens during each stage, let’s take a closer look:

The buying process begins when the customer identifies a problem or recognizes a need. This need can be fulfilled by a product or service. A simple example of this is a broken smartphone, which triggers the need for a new device.

The customer begins to gather information about different products, either online or in-store. The information search can vary in duration depending on the product. Typically, customers spend more time researching when it’s a high-ticket item, such as a new car.

After the customer has gathered an initial overview, they begin comparing different products based on factors such as price, features, and more.

Once the customer has decided on a specific product, they make the purchase. However, it is also possible that the customer does not reach a decision and therefore does not complete the purchase.

Although the purchase is complete, the post-purchase phase is crucial. This is when it becomes clear whether the product meets the customer's expectations. If the customer is dissatisfied, they are unlikely to make a repeat purchase and may even leave a negative review. The post-purchase phase ultimately determines whether the customer is satisfied with their buying decision or not.

Kotler's 5-Stage Model highlights the importance of providing customers with thorough guidance and support in choosing the right product. When customers are satisfied with their purchase decision, it increases the likelihood of repeat purchases. At the same time, customer satisfaction is a key factor in building a long-term and trusting customer relationship.

Guided Selling, also known as digital product advice, is ideal for guiding customers through the purchasing decision process. A digital Product Finder can help customers select the perfect product from a wide range of options. They achieve this by asking simple, easy-to-understand questions to identify the customer's use case and individual needs.

For example, a digital bike advisor might ask, "Where will your next bike ride take place?" or "How much luggage would you like to carry on your bike?"

After the customer answers the questions, the digital Product Finder provides a tailored product recommendation. It explains why the product is a perfect fit for the customer's needs and also offers the option to compare it with other alternative recommendations. This allows the customer to quickly see which products are suitable for them and make an informed purchase decision.

With Guided Selling, you bring digital advice to your website, ensuring that your customers aren’t left on their own during the product selection process. The digital Product Finder also ensures that customers find the product that perfectly matches their needs.

Customers who are satisfied with their purchase decision are more likely to make repeat purchases, leave positive product reviews, and recommend your products and services to others.

In summary, Guided Selling is ideally suited to support customers throughout the purchasing decision process and build long-lasting customer relationships.