Decisions and tools of Influence

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Information about Decisions and tools of Influence
Business & Mgmt

Published on August 18, 2009

Author: yssridutt



This presentation outlines the tools usually used to influence customers online. The slides outline the stages, and the important things to bear in mind when your custiomer passes through them. It shows a combination of tools/features on your site, and other marketing tools which can be used to influence.

Customer purchase decision How a decision is made by your customer, and what tools and features can help you influence it

List of Solutions available Evaluation Purchase Loyalty The purchase decision

Solutions Your customer has recognized his need, and chosen a set of alternative solutions, but is yet to decide on what to buy

If you are in the initially considered group, your product carries three times as much importance as anything else that may be considered later This does not mean that your being there guarantees a sale, as other companies may be added – you need to remain here Solutions However, getting and staying there requires precise and relevanttargeting through various tactics You will be filtered on the basis of what is said about you by others

Tools What tools can be used to get into this initial group of solutions

Important Correct Targeting Relevant Content

Evaluation After forming the initial group of solutions that may be used, you customer begins to evaluate them

A recommendation from a friend/family member matters twice as much as what you say to your customer You need to pull your customer into considering your solution based on what is said about you and what you say Evaluation Solutions may be added or discarded on the basis of their ability to get attention and showcase the relevant feature at this stage Correct information showing up about you when your customer looks for it is what will decide whether you remain here

Tools What tools can be used to get into this initial group of solutions

Purchase Your customer has decided on you, and wants to buy your solution

How well you have priced your solution is a big factor in purchase The process of purchase and how quickly can a purchase be made decides whether your customer finally purchases or not Purchase Ease of payment also is a major factor The final point of evaluation will be how easy it is to take a delivery

Purchase What features can be used on your site to influence purchase decision

Important Comparison tools can be used to up/cross sell

Loyalty How you can retain your customer

How responsive you are to your customers requests/needs? How often do you keep in touch Loyalty How well do you respondto your customers suggestions How easy is a repeat purchase on your site

Important The three most important things at every stage

Thank you

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