Reaching customers during their decision-making process is one of the most coveted goals of sales and marketing professionals. Reaching someone at just the right time with just the right information can have a profound effect in influencing a purchase, especially if it is coming from a person of trust. Say, for instance, a man is looking to invest money. There will be many steps that go into the decision-making process of what to invest in. He might read some recent articles about the stock market in reputable investment magazines. He might get some advice from blogs written by investment gurus about investing in real estate. He might hear a radio commercial featuring a celebrity recommending investing in bonds. And he might get advice from friends and family members who have successfully managed their own investments. Some of this advice will be considered and some will be discarded. The man is more likely to listen to someone who is a trusted advisor, friend or colleague, especially if he is in the midst of the decision-making process. Continue reading





