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How will a Buyer Behaviour Analysis help you?
- What do customers in your market truly value?
- What criteria do they use to make buying decisions?
- What characteristics will differentiate you from the competition in the eyes of customers?
- Do you need to confirm assumptions about the buying behaviour of your
customers?
- Are you responsible for accelerating sales penetration in a market?
- Are you entering a new market?
- Do you need to identify the trends that affect your customers and prospects?
- Do you want to raise awareness of your company among potential clients?
If you are facing any of these issues, Mezzanine’s Buyer Behaviour Analysis will
deliver the information you need.
A Buyer Behaviour Analysis delivers fact-based insight on how B2B and B2C
customers and potential customers evaluate and make decisions on buying given
products and services. We use a proven methodology to identify the process,
criteria, participants, influences, priorities and timelines for purchasing
decisions among different market segments. Our tools include executive
interviewing, one-to-one interviewing, focus groups, online surveys, point of
purchase intercepts and other proven and practical approaches. We get through to
the buyers you need to understand.
Our Approach
There are 4 stages in a Buyer Behaviour Analysis.
Stage One:
Gather information on your current customer base to understand their
characteristics, why they buy from you, and any internal perceptions on the
purchase process.
Stage Two:
Identify targets for the assessment process, including known prospects,
off-the-radar prospects, industry experts and existing customers. Gather
accurate intelligence from these decision-makers through interviews, focus
groups, surveys and other field-research methods. Identify why and how they
purchase certain products and services, what matters to them, and what variables
impact their purchasing decisions.
Stage Three:
Analyze findings to identify customer purchasing patterns. Understand behaviour
of various types of buyers. Analyze opportunities, challenges and key success
factors for selling your product in the market.
Stage Four:
Recommend actionable marketing and sales tactics needed for key segments with
specific purchasing profiles. Identify how to sell to specific segments based on
their buying process, with the right message at the right time. If appropriate,
develop a tactical implementation plan.
Benefits to Clients:
A Buyer Behaviour Analysis gives you the facts and insight you need to align
your marketing and sales activities with market realities. You will know what
matters to clients and what message will resonate with them. You will have the
knowledge to tailor your sales and marketing approaches based on true behaviour,
not assumptions. This will focus your marketing, increase your sales, and
improve customer satisfaction.
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