Many of us add an item to our shopping cart—virtual or physical—and go through the checkout without giving it too much thought, but when you stop to think about it, there’s a lot to it.
What’s the problem you are trying to solve?
How did you become aware of the problem?
How did you become aware of the potential solutions?
How did you evaluate those potential solutions?
How did you come to trust in a specific solution enough to exchange money for it?
What’s the story you are telling yourself when you buy a specific solution?
What’s the story you are telling to other people when you buy a specific solution?
These are just some of the questions underpinning why we buy.
Interestingly, for most of us, it’s not our first instinct to sell the way we buy.
Thinking through how you buy—and how your customers buy—not only unlocks important insights to inform your sales and marketing decisions, but your innovation decisions too.
