Buyer Behavior

The decision making process has always been intriguing to me. Why people do what they do, chose what they chose, end up where they end up, like what they like ….why? why? why? I guess I am really less of a “wise” guy than a “why’s” guy!

Obviously, we make decisions everyday – what to wear, eat, drive, meet. In our business we analyze decisions made in the marketplace in favor of our products and services or those of a competitor. Sometimes we find that these decisions are influenced by experience with the company, the representative, recommendations from colleagues, price, performance, or the actual features of the product. Is the company innovative? Will they stand by their product? What is their reputation? Are they experienced? What is the consequence of a wrong decision? All of these questions and more are involved in the choices we make.

Our company’s desire is to provide all the right reasons for choosing Aladdin Temp-Rite. We want to position ourselves as the company of choice by providing positive responses to our prospects questions. In the selling process we truly believe that when we are not the product or system of choice that we have failed in some way. When that happens we replay the scenario and literally “watch the game films”. Why weren’t we picked?  Did we properly communicate our advantages? Was the other product better than ours, or “perceived” as better ….actually better ….how can we improve?

The premise in this pursuit is that customers will do what is right for them – at least that is what you would think. But this may not always be the case; there may be external factors, less apparent factors, or influences on the decision.  In those cases it may be more difficult to determine what to fix or what to improve.

Maybe you do something like this when you make a major decision. You list the criteria, pros and cons,  and then weigh each one assigning a point total.  It may be as simple as evaluating each alternative that you are considering against this list and then adding up the scores to determine a winner. The critical elements in coming to a decision are the criteria you have chosen and the weight or importance of each one as you see it.  Try not to allow other factors or elements to be added if they are not really essential – you determine the degree of “essentialness” with the weighing of each criteria. Remember, if it’s your decision then you make the rules! 

Now let’s get back to how all this impacts the folks here at Aladdin Temp-Rite.

As a direct sales company, we are active in the marketplace on a daily basis. We interface with the people who actually purchase and use our products. We ask questions, we observe how our products are used, and function. We look and listen for good ideas. We really depend on and value our customer’s feedback. Our desire is to provide products and services that are best for you, our customer.

We have found it works better that way; when it is best for you …then it is also ends up better for us …..better by degrees

 Martin A. Rothschild, President Aladdin Temp-Rite