The Consumer to Retained Customer Progression Model describes the stages consumers go through from initial awareness of a product to becoming repeat customers, highlighting the importance of nurturing relationships and fostering loyalty.
Primary Implication
People won’t purchase confidently until they know how your product will benefit them. They won’t purchase with enthusiasm until they develop an affinity for, or an attraction to, your product.
You spend less on your marketing and sales process and people and sell more when you design your “get work” processes around helping potential customers build knowledge of and affinity for the products and services your business offers.
Overview
Most business leaders without a background in sales believe that consumers go from initial awareness, straight to purchase because of a strong brand or terrific product. They don’t grasp how rarely this happens, nor do they understand that when it does, the odds of the customer is satisfied with their impulse purchase are typically quite low.
The more clearly you understand the when behind a customer’s purchase decision, the less likely you are to skip over the stages of awareness, knowledge, and product affinity before a purchase is made. The best customers go through each product consideration stage through your marketing and sales process before their purchase decision is made.
People won’t purchase with confidence until they know how your product will benefit them. They won’t purchase with enthusiasm until they develop an affinity for, or an attraction to, your product. You spend less on your marketing and sales process and people and sell more when you design your “get work” processes around helping potential customers build knowledge of and affinity for the products and services your business offers.
The more expensive your products and services, the more critical the consumer to retained customer” progression model is to your business. This is because expensive items mean you are asking the target customer to put forth more effort in purchasing from you. You best help your target customers see the benefits of buying from you by helping them build knowledge about your product and affinity for its potential benefits. Do this to improve the likelihood of them buying from you. Fail, and you are basically assured they won’t buy from you.
