With so many factors influencing a buyera��s decisions online, it has often been assumed that buyers are rational actors who would weigh all the pros and cons before making a purchase. What many recent studies have shown, however, is that a buyera��s decision process is not necessarily rational.
Mapping the BuyerSphere, a white paper published by Enquiro, identifies what they call a�?the risk gap.a�? As Enquiroa��s research shows, buyers are more risk-averse than rational, and there is a gap between the vendora��s rational image of the customer and the buyera��s attempt to minimize the risk. So how do you minimize your companya��s a�?risk gapa�?? This report will show you:
- How the purchasing decision is made, and what some of the factors are that go into a buyera��s risk-minimizing approach
- How to implement risk-control mechanisms
- How to gain an external perspective on your products, the market, and buyers
Marketing has always been about understanding your customers. In this 18-page report, Enquiro delivers some new and important perspectives on how your prospects might view and interact with your products/services.