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Decision Stage
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Bottleneck
from the customer's point of view
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Bottleneck?
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Status Quo
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I haven't heard of your product.
I don't see the benefits.
The benefits aren't relevant to me.
The benefits, even if true, are insignificant.
It's too good to be true.
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Interest in Product Category
("Deciding to Decide")
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The decision process is too much trouble.
I don't have time to decide.
I don't have the knowledge to decide.
Yeah, I'll try it [prematurely]
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Finding
Options
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I have to look around to find out what other products I should be considering.
I can't find any alternatives, but I know they must be out there.
I can't get the information I need, easily.
I don't understand the info. It's overwhelming, confusing.
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Studying
Options
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I need proof that claims are true.
I need proof that it will work in my hands.
I don't have enough information to seriously weigh my options.
Too many options
I'm eliminating your product from the first cut.
I'm not sure how to decide between my options.
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Weighing
Options
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I don't know which criteria are important and which ones aren't.
Your product looks good, I'll buy. [premature]
I have to test your product.
It's too difficult, time consuming or expensive to test.
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Trying/testing
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The trial is likely to be inconclusive.
E.g., I can't afford a large scale test, anything smaller will be inconclusive.
I don't know how to use the product, so I'm going to feel like an idiot.
I don't know how to evaluate my test
I don't know if I can generalize from my positive results.
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Committing and
Informing Others
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I'm not sure if I should commit to wider usage.
I'm not sure when and how to use it.
I need to wait until I feel comfortable.
I need to convince my boss and colleagues.
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Implementing
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I need to figure out how to implement this product on a wider scale.
I've had some negative experiences and don't know what to make of them.
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Expanding Commitment
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I'm a satisfied customer. How else should I use the product?
I didn't know you offered that.
Who else should I be talking to?
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