Understanding Buyer Decisions Using Psychology

Buyer Psychology: What influences buying decisions?

Managing a business is no easy task. You have to think about what piques the interest of your buyer. Read on to learn about buyer psychology that will help you create better business strategies.

If you think about how to approach sales and marketing tactically, it’s not very inviting. Being clever in that part of the business is essential. That’s why we’ve been going on about the importance of market research. This should be in place even before launching your product or business.

You want to make sure that anything you do marketing-wise targets a specific audience. Smart businesses would like to attract potential buyers and supporters. Who would want to attract a market that wouldn’t buy, right?

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There is a science to buyer psychology. It is helpful that we try to understand it so we can learn more about our consumers. What are the reasons people make a purchase? What influences buying decisions? Let’s explore.

The Science Behind Sales & Marketing

Great minds in sales and marketing know that they need to understand how their buyers think. But, how do they do that? By understanding what drives the customer to buy.

Businesses must know how to influence buying decisions. So, here are principles in buyer psychology that you can take note of when selling your products.

Long-Term Buyers vs. Short-Term

Think about the way you are making purchases. Depending on the need, you might have two ways of looking at a buying decision. The first one will be if you need it for the long haul. Next, the mindset is for instant gratification. In conclusion. the same goes for all other buyers.

Long-term buyers are the ones who plan out their purchases. If you come across these types of buyers, they are not ready to buy your product yet. When you determine that your market is more likely to have this mindset, cater your marketing around how they think.

As for short-term buyers, they are more likely to take action. They are the types who don’t plan and are aching to buy right now. If your target market most likely attracts these types of buyers, then incorporate a strong “Call to Action” into your marketing to close more sales.

Your target market juggles with this struggle constantly. You want a bigger consumer base. So, your goal should be to figure out a way to transition their mindset to make the purchase.

Basic Human Needs

Businesses base their products on our basic needs or categories. Maslow determined five levels in the hierarchy of needs. As for sales and marketing, all of us are trying to satisfy and find happiness in the first three levels:

  • Health
  • Wealth
  • Relationships

Once you realize that your customers are looking for these product categories, your job becomes easier. All you have to do is think about which of these areas your product falls under. Additionally, you need to develop your niche and get creative. Differentiate your products from your competition and see a lot more success.

Persona: The Buyer Analyzed

Understanding buyer psychology allows you to learn more about your target market. This way, you will be able to convert more customers than ever before. But, this is not such an easy task.

Everyone is different, but there are many instances where we might react similarly. Buyer psychology helps determine the subtleties in the mind. This field in psychological research answers the “What?” and “Why?” questions to assess consumer behavior.

Rather than using a general market segment, there is a more efficient approach to learning buyer psychology. Create a strong buyer persona.

Creating your First Buyer Persona

Tech marketers and some B2C organizations create buyer personas to define their market. Creating a buyer persona helps you to target your “ideal” customer. This has a detailed description of someone who embodies the characteristics of a potential buyer.

Think long and hard about your model customer as if they were a real person. From here, you can target that market specifically. Here are some questions you can ask yourself to create your buyer persona:

  1. What are his job and responsibilities?
  2. What are his ambitions?
  3. Does he have financial limitations?
  4. What makes him satisfied and happy?
  5. What stresses him out?
  6. Does he have challenges that I can help solve?
  7. What motivates him?
  8. How will success affect his buying pattern?
  9. What are his buying patterns?
  10. What are his career and personal goals?

Experienced marketers always make it a point to do their research. Additionally, they turn to ethical ways to attract customers that will help the company make the sale. Buying decisions are usually based on want vs. need. To keep up with the continuously changing mindset, marketers need to make a market analysis.

Why a Market Analysis is Important

In every successful business today, there is an important document that helps form a strategic marketing plan. A market analysis is a process where data collected will help get you insights on the following:

  • Economy
  • Competition
  • Market trends
  • Demographics
  • Buyer spend

These factors help give you an overall picture of how your product or service will help cater to the market needs. When do you need to do a market analysis?


When you are building your startup, you want to get ahead of the competition. What better way to do that? It would be best if you had an idea about the market and the competition.

Market analysis determines the profitability of your business. Doing the research will let you know of products, services, price points, quality, and special offers that you can capitalize on. Consequently, knowing the weaknesses and strengths of your competitors will help you become more strategic in your business approach.

Following Up

Doing a follow-up market analysis is more on product and service improvements. This market research is backed up with the sales and marketing data you already have.

Introducing a New Product or Service

New product development and introduction need a further market analysis. Market data at this point will help you determine factors that created repeat customers, supporters, first-time buyers, and the new demographic you are selling to. With this data, you will have the opportunity to develop new products that meet your customer needs.

Continuous Research

Some businesses believe that doing an ongoing market analysis is a crucial step in business success. Moreover, you can use statistics from reliable sources, create content, promote websites, and even send emails to get customer feedback.

That way, you will get the much-needed information you need to fix issues, make product improvements, or even track sales.

Buyer Psychology: Getting the Sale

Getting the sale isn’t merely showing up to sell a product or service and hoping for the best. You have to incorporate strategies into your business plan that will help your business scale. Also, understanding buyer psychology will help you be more strategic in your sales and marketing approach.

Try to grasp the concept of buyer psychology and integrate it into your current sales and marketing strategies. In the end, you will see some changes and improvements in your product and service to satisfy your customers’ needs.

Software tools are available at your dispense. Try to work with tools that will seamlessly integrate into your current processes. Getting your customer data and feedback will help you determine more significant business opportunities.

With buyer psychology considered, there are a lot of things you need to do for your business. Here at Full Scale, we help companies develop software products with their goals in mind, whether it is software product improvements, development, or even marketing.

Our goal is to ensure quality and commitment to success. Also, we only hire employees who share the same commitment. Our rigorous hiring process tells us that the ones who get through are the ones who are excellent in their field.

Work with us and learn how we can help you achieve your business goals!