There are different ways your customers go about making decisions. As as result, decision makers need many different types of information about your product or service.
The planner looks ahead and thinks about what’s coming next. Whether it’s a big decision like choosing a college, or a small decision like choosing what’s for dinner, he always know what’s next. Give the planner quality information in advance.
The feeler makes decisions based on an emotional connection. “I feel like I’m best at growing things so I will go into farming.” “I feel like a cheeseburger, so let’s go to Farren’s for dinner.” “I feel like maybe watching something funny so I’ll see what Netflix has for comedies.” Connect this customer with the story behind your product or service.
The optioner loves options. He won’t choose until the very end. This guy loves a bunch of leftovers in the fridge so they can have a bit of everything and loves surfing channels. He may change careers or fields of studies often. He knows that what might be missed is just as important as what might be captured. Explain the options carefully to this customer.
The stumbler wanders on to a choice. She opens the fridge and grabs whatever looks good. Or she drives down the road and picks a drive thru lunch at random. She turns on the TV and watches whatever was on last. She can open her browser and chase a rabbit trail. Make information attractive, clear and easily accessible.
The evaluator invented the pros and cons list. Consumed with attributes and negatives of each option, this is the person knows time is a necessary component of choice-making. Size, weight, scale, scope, color, heft, importance, feel, long term environmental impact, and about forty bazillion other factors MUST be considered. Present lots of data clearly, and don’t rush the sale.
The imager cares about what others think. There are two kinds of Imagers. One makes choices with the good of others in mind: environmental footprint, harm, care, support, help. All important words. They buy fair trade and locally grown. They drive hybrids. All from a pure intent. The other imager makes choices in the spirit of keeping up with or rather defeating the neighbors. Best car. Fanciest food. Trend setting clothing. Critic’s Choice. For either type of imager, demonstrate important connections through credible social proof.
There are many ways to make a choice, that’s for sure. Data and feelings come into play. So does the way we view the world. Givers. Takers. Doodlers. Cypherers. We are all out in the world together making decisions. So any communication coming from your company should really include all of the above. It’s a checklist that helps you put your customers first.
- Did I give quality information in advance?
- Did I connect the customer with the story?
- Did I explain the options carefully?
- Is the information attractive, clear and accessible?
- Did I present enough data? Is it clear?
- Did I demonstrate credible social proof?
