Worldwide Financial Planning's Peter McGahan on why understanding how your clients progress from enquiry to product purchase is key to running a successful business.
How are your clients influenced to make a decision? It is a good idea to think about how each of your customers might buy a product. Each person will be different. Few customers concerned about IHT, for example, will use Twitter to keep up to date. Use a ‘purchase ladder’, taking into account the following: Awareness: If a significant number of your target audience is not yet aware of you, work must be done to build your profile. Knowledge: If your target audience is aware of you, but does not know what you stand for or how you are different from the competition, work must be done to ...
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