30
Apr
2018
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The Modern Buyers’ 10-Stage Journey; Progressive Persona Stages: Justify Solutions


We have followed our subject, Tara, along her buying journey purchasing a new laptop. Tara has had concerns about both the price and quality of her purchase while experiencing stages 1-5. While in stage 5, “Evaluate Solutions,” Tara sought out the advice of her fellow teachers at work. She was able to narrow it down to two choices after her conversations. She’s now moved into stage 6, “Justify Solutions.”

Stage 6: Justify Solutions

Tara Justifies Solutions:

Tara experiences this stage through internal dialogue. She’s already sought out the advice of her peers, which helped her narrow down her choices to two options.

In her own words….

Today I was thinking; my coworkers have helped me narrow down my list and now I need to really commit to making a decision. I’m feeling more confident from the research I’ve done, both online and by speaking with my friends. Considering the experience that others have had has helped ease my anxiety about my own personal experiences in the past. I expect to be able to make a decision I will be happy with. I’m considering making my purchase today.”

During this stage, the logical and emotional rationalization of the purchase recommendations arrive. While consumers want to feel that they are making a rational decision, emotional influence is unavoidable in decision-making, whether the emotional influence is based on past experience, trust from a company’s reputation or references.

Marketers are able to break through by having communicated to their consumers via a combination of emotional and rational messaging. Emotional messaging can be as simple as presenting a problem the consumer may not have even thought of.
30
Apr
2018
The Modern Buyers’ 10-Stage Journey; Progressive Persona Stages: Justify Solutions
SHARE


We have followed our subject, Tara, along her buying journey purchasing a new laptop. Tara has had concerns about both the price and quality of her purchase while experiencing stages 1-5. While in stage 5, “Evaluate Solutions,” Tara sought out the advice of her fellow teachers at work. She was able to narrow it down to two choices after her conversations. She’s now moved into stage 6, “Justify Solutions.”

Stage 6: Justify Solutions

Tara Justifies Solutions:

Tara experiences this stage through internal dialogue. She’s already sought out the advice of her peers, which helped her narrow down her choices to two options.

In her own words….

Today I was thinking; my coworkers have helped me narrow down my list and now I need to really commit to making a decision. I’m feeling more confident from the research I’ve done, both online and by speaking with my friends. Considering the experience that others have had has helped ease my anxiety about my own personal experiences in the past. I expect to be able to make a decision I will be happy with. I’m considering making my purchase today.”

During this stage, the logical and emotional rationalization of the purchase recommendations arrive. While consumers want to feel that they are making a rational decision, emotional influence is unavoidable in decision-making, whether the emotional influence is based on past experience, trust from a company’s reputation or references.

Marketers are able to break through by having communicated to their consumers via a combination of emotional and rational messaging. Emotional messaging can be as simple as presenting a problem the consumer may not have even thought of.