The forces that influence whether people buy.
My mentor, Roy Williams, described shoppers as operating in either one of two modes: transactional or relational, a few years ago. At that time, some of us loafed around virtually, exchanging emails with friends, trying to complete a list of reasons that motivate people to buy things. (Thank you, Tom G. and Brett F.) More recently, I returned to compiling the list with the rest of my colleagues. Trying to understand these types of things is what drives us. It also benefits our clients.
What follows below is what we came up with, albeit likely incomplete. As you read this list, can you identify which of these motivations are relational and which are transactional? Can you see where they each fit within Maslow's hierarchy of needs? Will you help us find additional motivations?
Some of these are self-explanatory. The forces that influence whether people buy include:
These are the things my company has helped clients think about. I hope this list at least gets you started. And let me know if you need help understanding your customers' motivations. It's what I do. But in the meantime…
What do you feel motivates people to buy? More importantly, what makes them buy your product or service?
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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