Today's marketing plan.

American Salesman, March, 2004 by Ellis, Kathy

Focusing on why your clients buy a particular product or service rather than on what they are buying can provide valuable insight for your marketing plan. The end result of any purchasing activity is the decision to buy a particular product or service. In getting to this decision, your clients will go through filtering processes which take into consideration their scarce resources: time, money, knowledge and affinity. Understanding their filtering processes and their scarce resources can lead you to a strong marketing opportunity.

The Filtering Process: From the point of view of your client, the first stage in their filtering process is to review all options available. With this universal list at hand, the process of filtering out the options by injecting...

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