Know-How Exchange : Customer Behavior

The answer depends on at least three factors:

1. What is the product or service to be purchased and
2. What is the readiness of the person to purchase in the purchase cycle. There is behavioral science models suggesting that persons might fall into stages along a continuum of purchase. Some not at all ready to purchase, some somewhat ready, some imminently ready, etc.
3. What is the relationship of business to customer? Established? Prospect? Loyalist? etc?

The above is a gross over-simplification. I could add much more. Others no doubt will.

Contact me directly if you want to discuss.
Bill McGill, PhD
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Besides Bill's points, it also includes: the copy/offer, the trust, the urgency of the need, and clarity that the business can solve the need, etc.

One important factor which will affect the number of contacts needed and which will also help determine the type of marketing materials you will need is the stage of the product in the product introductory lifecycle.

If you are selling an established product, such as gasoline, you probably only need the barest of documentation and a publisher price. And, it will be a minimum number of contacts required between buyer and seller.

If, however, you are selling a highly innovative product, especially one with a high price tag, you'll need to provide much more information to potential buyer, and it will very likely take a larger number of contacts between buyer and seller.

In addition, an innovative product may need to be reviewed by a team of buyers, while a commodity or established product could be purchased by an office manager or purchasing agent with minimal involvement from senior executives.