Read George Silverman's Word-of-Mouth Marketing Blog on Word-of-Mouth Marketing, researching your market through focus group and accelerating your customers' decision cycle: Click Here

We respect your privacy and will never share your e-mail address or any other data. You can unsubscribe at any time. 

32 Major Bottlenecks in the Decision Process

Decision Stage	Bottleneck from the customer's point of view	Bottleneck?
Status Quo	I haven't heard of your product. I don't see the benefits. The benefits aren't relevant to me. The benefits, even if true, are insignificant. It's too good to be true.
Interest in Product Category ("Deciding to Decide")	The decision process is too much trouble. I don't have time to decide. I don't have the knowledge to decide. Yeah, I'll try it [prematurely]
Finding Options	I have to look around to find out what other products I should be considering. I can't find any alternatives, but I know they must be out there. I can't get the information I need, easily. I don't understand the info. It's overwhelming, confusing.
Studying Options	I need proof that claims are true. I need proof that it will work in my hands. I don't have enough information to seriously weigh my options. Too many options I'm eliminating your product from the first cut. I'm not sure how to decide between my options.
Weighing Options	I don't know which criteria are important and which ones aren't. Your product looks good, I'll buy. [premature] I have to test your product. It's too difficult, time consuming or expensive to test.
Trying/testing	The test is likely to be inconclusive. E.g., I can't afford a large scale test, anything smaller will be inconclusive. I don't know how to evaluate my test I don't know if I can generalize from my positive results.
Committing and Informing Others	I'm not sure if I should commit to wider usage. I'm not sure when and how to use it. I need to wait until I feel comfortable. I need to convince my boss and colleagues.
Implementing	I need to figure out how to implement this product on a wider scale. I've had some negative experiences and don't know what to make of them.
Expanding Commitment	I'm a satisfied customer. How else should I use the product? I didn't know you offered that. Who else should I be talking to?

Market Navigation, Inc.
137 East Townline Road
Nanuet, NY 10954
845 624-0633

We respect your privacy and will never share your e-mail address or any other data. You can unsubscribe at any time.