Aligning Auto Repair Sales with the Buying Decision Process

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BuyingDecisionProcess

When consumers purchase goods and services they generally go through five phases referred to as the Buying Decision Process. Understanding these phases can help to formulate marketing and service solutions that will win and retain customers. There are different factors that will stimulate a vehicle owner to recognize the need for service after which they will search for possible options to address the problem. Then they’ll evaluate the possible alternatives based on various criteria and make a purchase. After the purchase they’ll go through the post purchase phase and often will experience a feeling of buyer’s remorse. Following are the five phases of the buying decision process and how they relate to securing auto repair sales:

 

 

  1. Need Recognition – There are a number of factors that will result in a vehicle owner coming to the realization that their vehicle should be serviced. Some are subtle – some not so much. From the auto repair shop perspective – the point of need recognition on the part of the vehicle owner is often the time when business is won or lost … Read More >>
  2. Information Search – When a vehicle owner decides to search for an auto repair service provider they will generally go through a series of information sources to find alternatives … Read More >>
  3. Evaluation of Alternatives – When a consumer decides to search for possible alternatives for auto repair service there are specific factors that will affect their choice. Different factors carry more weight than others depending on the individual … Read More >>
  4. Purchase – When a consumer purchases auto repair services there are different points in the process that will formulate the quality of the experience in their mind. Every interaction meets, exceeds or fails the customer’s expectations … Read More >>
  5. Post Purchase Evaluation – After a buying experience customers tend to go through an evaluation of the decision they made to make a purchase. This is called cognitive dissonance – often referred to as ‘Buyer’s Remorse’ … Read More >>
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