Review of Scott Stratten’s “UnMarketing – Stop Marketing, Start Engaging”
One of the most interesting concepts worth highlighting in Stratten’s book is his "hierarchy of buying"; in other words, the likelihood of consumers buying your product based on varying marketing approaches. Stratten’s hierarchy from most to least likely to buy:
1) A currently satisfied customer – The key is that they are satisfied
2) Referred by a trusted source
3) Existing relationship with your company but has yet to purchase
4) Recognizes you as an expert in the field
5) Found you through ad or web searches, etc.
6) Receive a cold call – People who are cold-called are highly unlikely candidates for new business, as it would require those potential customers to both a) be in need of your service and b) be passively waiting around for someone to call them with an offer.