When examining the decision-making process of individuals who are looking to make a purchase, it is clear that most individuals fall into one of four categories. These buying habits are strong signifiers of the way people make decisions, from which car they purchase to which attorney they hire to handle their case. The four buying habits are: competitive, spontaneous, methodical, and humanistic. Chances are that you can easily identify which group you belong to, as well as which groups your friends and family members are in. If you understand the differences between the four groups, you can tailor your marketing efforts to speak to these buyers and effectively increase your chances of converting them into clients.
Methodical buyers are extremely logical in their approach, and rarely make decisions quickly. These buyers enjoy the process of researching their options when purchasing products or services, and they will examine your site and compare you to your competitors before ever contacting you. Content on your website may provide the methodical buyer with the information they need to feel satisfied that you’re the right choice. This individual is the one who may read every single page of your website. They may examine your bio page and look at your education and experience. If you have videos on your website or a YouTube channel, they may watch every video to get a sense of who you are and if you are the right fit for them.
One strategy to convert these types of buyers is to provide pre-packaged content for them to consume. E-books and informational packets are an effective way to provide them the information they seek in exchange for their contact information. Blog posts and long-form articles about your experience, prior cases, or facets of the law may intrigue
these buyers, so make sure this information is accessible to them on your website.
By nature, the methodical buyer differs greatly from the spontaneous buyer. They will often ignore the contact forms at first and will instead seek the information they need to make an informed and measured decision. While it is important to have contact methods readily available, this buyer will often choose the time that suits them to reach out to you. By giving this individual the power of knowledge, as well as access 24/7/365 through tools like Live Chat, you can better position yourself to capture their attention and may be able to convert them into a client.