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Purchase Decision Influences in 2008
By Rosanne D'Ausilio, Ph.D., President of Human Technologies Global, Inc.


Source: NACC Survey, Volume 3, Issue 12, June 2008

As you can see, the majority of respondents cited Price as a major factor influencing their purchase decisions in 2008. With economic uncertainty and the effects of the weak U.S. dollar on monetary markets, savvy managers have to consider price at the top of the list of considerations.

Second in importance was the reputation of the company. This was somewhat surprising to this surveying organization.

However, I would add that to me company reputation falls into the ‘service arena’ and it makes perfect sense to me.

If I’m going to buy based on price then I also want to know that the company has a reputation for service and that it’s going to be around if I need them not just today but into the future. These two influencers equal 78.4%.

I don’t know about you but for me, the reputation is just as important as the price. I may even pay a few pennies (or dollars) more for a company that I am familiar with, rather than be governed by the dollar sign.

I recently bought a blender from a small, local appliance store. The owner, Rick, took care of me. He opened the box, put together the parts, plugged it in, and demonstrated how to use it. I know if I have a problem with this blender, there is a face, a person, Rick, who I can return it to and get satisfaction.

I had the option of going to a Costco or Sam’s Club and maybe get a better price but the nearest location is one hour away. Do I want to spend the time (and gas) and maybe not get what I want? Very simply, no.

Now it so happens that I went with a friend to Costco subsequent to purchasing my blender. The blenders at Costco were $15 more than the one I purchased. Interesting. You pay to belong to a Costco type establishment and pay for the privilege of overpaying? Now I know there are some items that are less expensive. Almonds, for example, are much cheaper there. Would I make a special trip there for nuts? No I wouldn’t.

A decade ago, trade shows were a critically important factor in any company’s sales efforts. It was a chance to meet prospects face-to-face and to demonstrate your product’s capabilities. Now websites replace trade shows but neither hold much sway over buyers.

The good news is that there is still purchasing activity in the market, but the factors that influence those purchases are changing with the times.

About the Author
Rosanne D'Ausilio, Ph.D., industrial psychologist, President of Human Technologies Global, Inc., specializes in human performance management for contact centers, providing needs analyses, instructional design, and customized, live, world class customer service skills trainings.

Known as 'the practical champion of the human, she authors the best-sellers, Wake Up Your Call Center: Humanize Your Interaction Hub, 4th edition, Customer Service and The Human Experience and Lay Your Cards on the Table: 52 Ways to Stack You Personal Deck, and hot off the press How to Kick Your Customer Service Up A Notch: 101 Insider Tips as well as her popular ‘tips’ newsletter on How To Kick Your Customer Service Up A Notch! available at http://www.HumanTechTips.com. Reach her at Rosanne@human-technologies.com.

 

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