The Journey

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Every purchase requires that the purchaser go through some sort of ‘journey’, from the point of recognition that a purchase is necessary or desirable, to the transaction, and beyond. In a consumer purchase, this process may take a few milliseconds, but in a major purchase, and most particularly in a B2B purchase where others need to be involved, it can be a very long process, depending on the nature of the purchase. A customers journey begins with some awareness of a problem, followed by some level of research, it may be looking at supplier sites, forums, checking your friends, seeking ideas and specification—Allen Roberts

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