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TOTW 21: Understanding buying motives

Tip of the Week #21

Kevin Costner lied! 

In the iconic 1989 film Field Of Dreams, he said the immortal line, “If you build it here they will come”. Unfortunately that statement does not hold any truth in business.  


We need to understand what 'they' want, BEFORE we build anything, and for that we need to understand their motives for buying in the first place. Recognising why people purchase products or services can provide valuable insights that will help us tailor our marketing strategies, boost sales, and foster long-term customer relationships.

Here are some essential tips on why understanding buying motives is vital for small business owners like us:

1. Personalised Marketing:

By understanding your customers' buying motives, you can create personalised marketing campaigns that resonate with their needs, desires, and aspirations. When you know why they choose your product or service, you can communicate relevant messages and offer customised solutions, increasing the chances of conversion.


2. Targeted Advertising:

Knowing the motives that drive your customers' buying decisions allows you to target your advertising efforts more effectively. By focusing on the specific benefits and emotional triggers that align with their motives, you can optimise your advertising budget, attract the right audience, and maximise your return on investment.


3. Product Development:

Understanding buying motives helps you develop products or services that precisely meet customer expectations. By identifying the problems they want to solve, the goals they aim to achieve, or the values they prioritise, you can adapt and improve your offerings accordingly. This customer-centric approach increases customer satisfaction and loyalty.


4. Competitive Advantage:

Understand and acting on the motives behind your customers' choices gives you a competitive edge in the market. By conducting market research, surveys, or customer interviews, you can gather valuable insights about your target audience's preferences, pain points, and purchasing behaviours. Utilise this knowledge to differentiate your business, refine your value ladder, and stand out from your competitors


5. Competitive Retention:

Knowing why your customers buy from you enables you to nurture long-lasting relationships. By continuously engaging with them based on their motives, you can build trust, enhance customer satisfaction, and increase their loyalty. Satisfied customers are more likely to become repeat buyers and advocates for your brand, contributing to sustainable business growth.

Remember, understanding buying motives is an ongoing process. Stay attuned to market trends, customer feedback, and changing preferences. Regularly analyse your sales data and adapt your strategies accordingly to ensure you remain relevant and competitive in the ever-evolving business landscape.


If you have any questions or need further assistance, please don't hesitate to reach out. I am here to support your business growth.

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