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Information Buying Experience
Buying thousands of times per day
Buyers are conditioned to stay when they receive value, and to flee when they don’t.
The Instant Buyer Response Loop made it impossible for Digital Sellers to survive without delivering the Buyer-Wins Outcome. In the same way, competition for Buyer consideration gave rise to a particular experience that keeps Buyer consideration.
This is the Information Buying Experience: being given a Buyer-Wins Outcome, the Buyer willingly buys information with the currency of their consideration.
The Information Buying Experience holds that the Buyer willingly buys information with the currency of their consideration, if that experience has Accelerated Cognition, Relevance, Free-will, Clarity, Learning-centric, Option-rich, and Trust.
This purchase is not an allegory, but a settled fact. The Buyer's consideration represents an enormously valuable currency, where the time spent in consideration is of actual monetary value.
The sales profession claims to understand the value of the Buyer's consideration. Open the email, take the call, give the meeting, attend the demo. But they only understand it in terms to the value it holds for their sales-centric purpose. Which is why they have such trouble getting consideration at all.
Lessons from Google®
Google proves the existence of the Information Buying Experience by monetizing this Buyer consideration. Google® delivers over 90% of all searches worldwide. These searches are paid for with the currency of the user's consideration. Google® then collects the information on the user's search and sells it to advertisers, effectively converting the value of the user's consideration into billions of dollars in revenues. Should the user not receive the Information Buying Experience they were seeking, Google®'s business would die overnight.
The World in the Palm of my Hand Effect
The smartphone puts the global digital communication network at the Buyer's instant command, to serve them and their requests for information on any subject, anywhere, anytime. Not to pester, interrupt, or spam them. The Buyer doesn’t ask for directions to sushi and get directions to barbecue. They get what they ask for, which is a Buyer-Wins Outcome. They get it in the way they want it, which is the Information Buying Experience. Thousands of times per day.
Information Buying Conditioning
Years of constant Information Buying Experiences have conditioned the Buyer to expect that ANY Buying Experience should have and will have an Information Buying Experience within it. The seven elements of this experience are as follows. Accelerated Cognition: get it fast. Relevance: to me and my interests. Free-will: I am in control of stopping, starting, and where I go next. Clarity: Easy to understand. Learning-centric: the information I want, no sales pitches. Option-rich: give me more than I came for. Trust: no bias.
Information Buying Demand
The Buyer is conditioned to the Information Buying Experience and welcome it as normal. When they don’t get it, they reject that alternative as inferior. The Buyer responds this way when seeking and when receiving digital information. When they receive an email from a salesperson or Curated Expertise from an Expert Seller. The Information Buying Experience has become the standard of normal. It's clear by how the Buyer responds to Expert Sellers who provide it and how fast they reject salespeople who don’t.
Compressed Value
Compressed Value is a high volume of relevant information created to enable immediate understanding, being intentionally designed and formatted along the 7 elements of the Information Buying Experience. It’s information that has been designed and framed to deliver the outcome the Buyer wants, wrapped in the experience the Buyer is expecting.
Decompressed Value
Decompressed Value is a volume of information which has not been designed, formatted nor arranged for value, structure, or relevance. It is confusing and hard to follow. Trying to understand it represents an unnecessary tax on the mental faculties. Buyers do not spend time working in Decompressed Value, they don’t seek it nor even tolerate it. Information which is irrelevant, unclear, keeps coming even when the Buyer doesn’t want it, is not informative but a sales pitch breaks the standard which the Buyer is conditioned to expect. It triggers the Click Off Response.
Video Conditioning
Video Conditioning is the principle that having viewed thousands of hours of video content produced by entertainment entities has trained us in being able to discern when video content is good and when it is bad. Video content that aims to deliver value, but does so without any similarity to the quality the Buyer is used to, ends up looking far worse than merely inadequate. Salespeople who attempt to sell virtually by inflicting bad lighting, bad audio, and bad presentations on the Buyer are unnecessarily taxing the Buyer and derailing their own efforts.
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