What Are You Buying?

The buying process has shifted rapidly over the last year. eCommerce growth has surpassed traditional retail due to limited in-store accessibility.

I work in eCommerce, so I have been experiencing shifts in buying behaviors that were exacerbated during COVID-19 for some time. I myself have shifted to more online shopping out of necessity. It’s safer and easier to buy groceries, toiletries, and other essentials online… and actually everything.

According to Statista, over 2.14 billion people worldwide are expected to buy goods and services online in 2021. And according to Contact Pigeon, the average online order volume increased by 60% during COVID-19. As consumer habits change, it’s important to be conscious of what we’re buying and what we’re selling.

Buyers are buying more than products or services. Alongside their purchases, they are buying into notions presented by sellers. This blog will explore how buyers and sellers can be more strategic during the buying process to better achieve their objectives.

Buying Online

Buying online comes with pros and cons. Where you leverage speed, efficiency, and at times greater inventory, you may sacrifice collaboration, relatability, and personal connection. 

Bearing this in mind, some buyers opted out of eCommerce as their main method of purchase. Pre-pandemic, buyers had much more of a choice about their buying habits. 

Now, due to COVID-19, many buyers have suspended or lowered some of their expectations to accommodate the new digital landscape. For example, many would agree that it’s harder to receive great service 100% of the time in a pandemic—from slower delivery timelines to limited quantities of products, the quality of service has decreased in some regards. In some ways, buyers have had no choice but to accept these changes as the “new normal” of the buying process. Consumers’ leniency has allowed sellers to continue their businesses in light of the many pandemic-related stressors.

While this perception has helped many stay afloat, it won’t be long-lasting. Consumers’ beliefs are malleable, to a point. “We’re in the middle of a pandemic, so I understand” will most likely return to “I deserve the best service, and I don’t buy your excuses.”

As sellers, it will be even more important to adequately communicate your brand’s value and promise. In my opinion, it’s best to under-promise and over-deliver in sales. This will allow you to build trust with your audience, and help them buy into your work. As buyers, it’s going to be important to do your research and due diligence in the buying process, especially if you are making larger purchases. Make educated, well-informed buying decisions.

The Buy-In Beneath Buying

As buyers, we are not just buying a product or service. We are buying and supporting a brand and its values. We are buying a relationship. So, as we spend our money and sell to customers, it’s important that we remember the buy-in beneath buying.

When I started my company, I always made it clear that we weren’t the cheapest option. I deeply believed in the value of our work and I was not willing to compromise that. My company created budgets and pricing for accommodations with our clients so that we could work together to come to the best possible outcome. We weren’t the lowest price, but we were the best quality. So, we charged higher prices because we knew that our clients were buying our time, deliverables, best practices and an optimized process. 

They were buying a partnership. 

We knew the value we were giving to our customers, and what it took to do the job correctly, and we leveraged that. This value, alongside our culture and all of the practical logistics of our company, helped grow our client base because we were able to provide an experience that was just as valuable as the outcome.

As buyers, I encourage you to talk to references. Read reviews on products and services. Think intentionally about what you are buying into. What value do you hope to receive out of the product or service that you’re purchasing? Once you have your answer, choose companies and businesses that align with that.

A Buyer’s Perception is Reality

The customer is always right. This old adage is one that I firmly believe and live by. Any salesperson or company can argue with a customer until they are blue in the face, but the customer likely won’t agree because their perception is that they’re right. Arguing with customers is mostly a waste of time because a buyer’s perception is reality.

Instead of arguing with a customer, focus on how you can provide fairness. If they are complaining about an extremely late delivery, can you give them partial credit to make up for the lost time? As a seller and as a consumer, compromise and communication are important features to bring into the buying process.

However, while the buyer’s perception may set the terms of your engagement, as a buyer it’s important not to take advantage of this ideology. At the end of the day, companies are comprised of people trying their best to serve you. While you deserve to be fairly treated and accommodated as necessary, remember that sellers and salespeople deserve a level of fairness and grace too. 

Buying During and After COVID

As consumer habits ebb and flow, it’s important for buyers and sellers to consider the question, “What are consumers buying?” This helps sellers create more thoughtful and intentional companies and customer experiences amidst a shifting retail landscape. It also helps buyers better pinpoint the kinds of products, services, and brands they want to work with.

Ultimately, as consumers, I believe taking the time to consider what you are buying will encourage each and every stakeholder to make more informed decisions as we continue to navigate this financial upset and this COVID-19 pandemic.