15A – Figuring Out Buyer Behavior No. 2

In my segment of general business owners, I found that when selecting a product that secures their finances they seem to pick one with the highest quality. This makes sense because their money is the most important thing to the sustainability of their company. All of the business owners that I spoke with had also made clear that in a perfect world, they would be able to get the best quality for the lowest buck. This does not mean they pick the best quality of the lower priced options, but the lowest price of the best quality, which still ends up being pretty expensive. It would be ideal for them to have a product available that is the best price and best quality (obviously). Another big factor was how the security company would go about secure their finances. They tended to like the company that offered the clearest line of communication and accessibility. The buyers in this segment buy online or through a contracted partner, not "in-store", they are not trying to buy Norton, they want a highly invested partner. The ones they choose are more likely to be chosen through a process of live interactions and phone calls, kind of like when doing actual investments, because in reality their investment in security is a big deal. Customers determine the value of the purchase based on whether or not they see any failures in the promised systems, software short comings, and poor customer services.

The buyers in this segment are looking for the perfect option, which is reasonable. They want the product that is going to do all and more of what they need. They mainly seek the best balance of quality and price, and choose to treat the security like a partner in their investments. They want the product to be as life like as possible in the sense that the product company is as invested in the buyers company as their own.