A View of Buying Behavior

The simplest type of buying behavior occurs with frequently purchased goods and services. The buyer is typically well-acquainted with available offerings and has definite preferences. Regularly purchased professional services often fit in this category. Without giving the purchase much thought, these individuals merely go to the professional they always use for these services.

Recommended: Clients exhibiting this behavior should be studied to see how to reinforce their loyalty and convince them to buy from you again. The effectiveness of reminder notices and other forms of client communication should be evaluated.

Limited Problem-Solving

A more complex decision, the buyer may be less familiar with available offerings or sellers. The person may be new to the area and must select new professional service providers, or has decided to stop buying from a previously used provider. Those in these situations generally require much search and deliberation.

Extensive Problem-Solving

In these — the most complex purchase decisions — the buyer is unfamiliar both with offerings and sellers. People seeking professional services during times of crisis or uncertainty would fall in this category. Depending on the person and situation, these decisions may lead buyers to do considerable search and deliberation — or to act rashly.

Recommended: Learning how limited and extensive problem-solvers eventually select professionals can help you develop referral networks and communications. Ask prospects and new clients to complete a simple questionnaire.

• "Who referred you?"


• "What criteria were used in making your decision?"


• "Who else have you consulted during your search?"


• "What else influenced your decision?"