The Buying Process

The buying process refers to the series of steps a consumer goes through when making a purchase.

Problem recognition, where the consumer recognizes a need for a particular product, service or change.
Information search, gathering information about the available options for addressing their need.
Alternatives evaluations, where they weigh the various choices against comparable alternatives. This stage involves comparing the features, benefits, and costs of each option.
Purchase decision, choosing the product or service that best meets their needs.
Post-purchase evaluation, the consumer assesses whether the services met their expectations and if they would make the same purchase again.

That’s All Fine and Dandy, But How Does it Help Me?

Well, Lets look a little deeper at what the customer is thinking during each stage.

The Buying Process Thought Process

Problem Recognition

The consumer recognizes a need or problem that can be solved with a product or service. At this stage, customers might ask themselves:

What is the problem I need to solve?
What do I want to achieve by solving this problem?
What are the consequences of not solving this problem?
Is this problem urgent or can it wait?

Information Search

The customer will start looking for information on how to solve it. Customers might ask themselves:

What are the available options to solve my problem?
Where can I find information about the available options?
What are the features and benefits of each option?
What are the prices of each option?

Alternatives Evaluation

Customers will start evaluating and comparing to find the best solution. Customers might ask themselves:

How does each option compare in terms of quality and price?
Which option will give me the best value for my money?
What are the strengths and weaknesses of each option?
Which option aligns best with my needs and preferences?

Purchase Decision

The customer will make a decision on which option to purchase and might ask themselves:

Am I ready to make the purchase now?
Is the product or service within my budget?
Does the purchase align with my needs and preferences?
Do I feel confident about the decision I am making?

Post-purchase Evaluation

The customer will evaluate their decision and whether it met their expectations. Customers might ask themselves:

Did the product or service meet my expectations?
Was it worth the money I spent?
Would I recommend it to others?
Is there anything I would do differently next time?

Can Your Be A Little More Specific?

Sure! Let’s take a look at a specific industry and what that industry’s potential customers are thinking.

The Buying Process For a Carpet Cleaning Service

Problem Recognition

I have a new stain from a spill or a pet
My Carpets are worn and need to be cleaned
It’s time for my yearly or periodical cleaning
I have guests coming and want a clean house
I am looking to sell or rent my home
I need regular cleaning for the carpets at my business.

Information Search

Does it really need to be addressed? What are the longterm results of not cleaning the carpet?
Should I hire someone or do it myself? What is the effort, time and money involved.
Where can I find information? Word-of-mouth or the Internet?
What are the features and benefits of each option? This can be very specific to each persons needs.
Again they will ask themselves, what are the prices of each option?

Alternatives Evaluation

In terms of quality and price is it better to clean my own carpet or hire someone?
Which will give me the best value for my money?
What are the strengths and weaknesses of each option?
Which option aligns best with my needs?

Pros and Cons of Hiring a Carpet Cleaner

Pros

Cost-effective: Cleaning your carpets yourself can save you money.
Convenience: You can clean your carpets on your own schedule and at your own pace, without having to worry about scheduling.
Control: You have more control over the cleaning process and can choose the cleaning solutions and equipment.
Satisfaction: There can be a sense of satisfaction in cleaning your own carpets and seeing the results of your work.

Cons

Limited expertise: Without experience, it can be difficult to remove stains and deep clean your carpets.
Time-consuming: Time-consuming, especially if you have a large area to clean or multiple rooms.
Equipment: You will need to purchase or rent equipment to clean your carpets, which can be expensive.
Risk of damage: There is a risk of damaging your carpets or furniture if you use the wrong solutions or equipment.

Purchase Decision

Am I ready to make the purchase now?
- Are my carpets dirty enough to warrent the purchase?
- Do I have something coming up that will impede my time?
- Do I have something coming up that will make my floors dirtier?
Is the product or service within my budget? and Does the purchase align with my needs and preferences?
- Can I afford this right now?
- Will it help me make more money or make my life easier?
Do I feel confident about the decision I am making?
- Do I feel good about the carpet cleaning company?
- Do I feel good about the services they provide?
- Do other people appreciate the services that they provide?

Post-purchase Evaluation

Was it fast?
Was it effective?
What are the lingering results (dry time, etc)
Do I feel good that I spent the money?
Did I feel safe and respected before, during and after the cleaning?
Would I tell friends about this carpet cleaner?
Is there anything I would do differently next time? (hire someone else, give specific directions, research better, etc)

More to think on

These are the answers you’ll find if you search the web for how to start a blog.

Define your target audience
Choose your niche
Set your goals
Create a content calendar
Develop your writing style
Promote your blog
Measure your success

But a lot of that stuff is thinking deep. Before you can make something advanced, we need to build on something simple.

To get started

Avoid the Branding Rabbit Hole

A logo (a Banner version and a Square Version)
Basic Colors (light green, dark green, back and white… maybe throw in the controdictory color for calls to action.)

Define your target audience

People with dirty carpets in our location.
Can we expand into other things like tax brackets? Yes, but there are still things that all people with carpets need to know. Brackets will be more based on look, not text in these cases.

Set your goals

Get a new customer
Get a new lead
Be remembers and thought of positivly in the minds of the community
Time on Site

Create a Content Calendar

Do it regularly. Start with one a month even.

Conduct Keyword Research

You conduct keyword research everyday by communicating with your clients.
Every different reason a client has a stain is potentially a blog article.

Include CTAs

Don’t get salesy unless the article is directly about the service. For anything else, just be available. “Still having trouble with that pet stain? Give us a call for a free estimate.”

Decide What Content Will Live on Your Blog

Your first categories are your services.
Expand into locations

Final Two Points

Use A.I. to help you write your blog.
Promote Your Blog / Social Media