Information about a product that satisfies customer questions before considering a purchase.

Buying criteria, also referred to as key purchasing criteria, are the factors that potential customers consider when deciding whether or not to buy a product or service. These criteria essentially act as a checklist that helps customers evaluate different options and ultimately choose the one that best meets their needs and preferences.

Understanding Buying Criteria is Crucial for Businesses:

By understanding the buying criteria used by their target audience, businesses can:

  • Develop Winning Products and Services: Focus on features and benefits that directly address customer needs and address the most important buying criteria.
  • Craft Compelling Marketing Messages: Tailor marketing content and messaging to highlight how their product or service measures up against the key buying criteria considered by their target audience.
  • Optimize Sales Strategies: Train sales representatives to effectively address customer concerns and buying criteria throughout the sales process.

Common Buying Criteria:

While the specific buying criteria will vary depending on the product or service being considered, some general factors that customers often take into account include:

  • Price: Undoubtedly, price is a major factor for most buyers. Customers will compare prices across different options to ensure they are getting good value for their money.
  • Quality: Customers want products and services that are well-made, durable, and reliable.
  • Features and Benefits: The specific features and benefits offered by a product or service will be weighed against the customer’s needs and requirements.
  • Brand Reputation: Customers often consider a brand’s reputation for quality, customer service, and trustworthiness when making a buying decision.
  • Customer Reviews and Recommendations: Positive reviews and recommendations from other customers can significantly influence buying decisions.
  • Ease of Use: Customers often prefer products and services that are user-friendly and require minimal setup or learning curve.
  • Customer Service: The quality and responsiveness of customer service is an important buying criterion, especially for complex products or services.
  • Return Policy: A clear and customer-friendly return policy can give buyers peace of mind and reduce the risk associated with making a purchase.

Identifying Your Target Audience’s Buying Criteria:

There are several ways to identify the buying criteria used by your target audience:

  • Market Research: Conduct market research through surveys, focus groups, and competitor analysis to understand customer needs and preferences.
  • Customer Feedback: Analyze customer reviews, social media interactions, and support ticket data to glean insights into customer concerns and buying criteria.
  • Sales Team Insights: Sales representatives who interact with customers on a regular basis can provide valuable insights into the factors that most influence buying decisions.