How Customers Make Purchasing Decision?

By Author: William King
Total Articles: 44
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As B2B traders, the most important thing for you is to grab customers who can buy your stuff and for that besides making the best offers, you also need to understand how people make buying decisions. Though product quality and sellers’ reputation matters a lot yet there are numerous other factors that influence buying decisions. The following article explains these factors in detail.
Purchase decision based on Emotions
Experts believe that most of the customers make buying decisions based on emotions not on logic. Several studies are carried out to understand the emotional aspects of buying decision and most of the researches conclude that buyers emphasize that comparative features are important for them while buying wholesale products but most of them use it only as a justification after buying products based on emotional response.
People make purchasing decisions unconsciously and come up with justifications, they are not even aware of. A blend of plenty of inspiration, a number of stories, combination of good ideas and a little bit sprinkling of techniques leads to emotional purchase decision. It is an ...
... important thing for marketers to understand all of this so that you can create an emotional bonding between your wholesale offers. It is important because once customers decide they have picked a particular option, they hardly move on to another option. The logical reasoning is there to only justify their emotional purchasing decision.
Purchase decision based on Information (Teaching)
B2B trading, marketing and purchasing is different as compared to retail and end customers purchasing so it involves different techniques as well. Being a B2B marketer, when you give a new understanding to your customers about a particular offer, it means you are creating a desire in them for more that excites them and leads to more sales. Giving your customers clarity is like empowering them with the knowledge to come up with more reasons to prefer particular wholesale products over others.
Prior to making a purchase decision, customers can gather information from a number of sources including social media, company websites, company’s representatives, fellow B2B traders and other persons not directly associated with the company. Always provide a great information gathering experience to your customers as it can lead to a great deal later.
Purchase decision based on Cognitive Skills
The easier it is to understand your wholesale offer, the more likely people are to buy it. It is human psychology to prefer things that they are familiar with and find easy to understand. B2B traders prefer working with companies that are easy going and present easy to understand offers. If the buyers are convenient while discussing their issues with you, it means they will prefer your offers and solutions as compared to other companies. Though your offer does not often give the best value, yet it is easy to understand so they will pick your company for any business transaction. For instance, most of us often order the same thing from the menu because it works, it is easy and you cannot spend time in researching alternatives and later repenting on wrong purchase decision.
Experts suggest wholesale B2B marketers should make their offer and pricing as easy to understand as possible because it is extremely important for a B2B trader to win first order from customers. Make it a positive experience for them as it will lead to repeat purchase.
These are a few important factors that contribute to make a purchasing decision.

William King is the director of Wholesale Products, Wholesale Business and Wholesale Supplies. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.