Consumers are sceptical

Jarrod and Katherine are a married couple in their mid-30s, and planning to build their ‘dream home’ before the arrival of their first child in 8 months. Given the importance of their decision, they have conducted extensive research into the 3 building companies they have short-listed as possible candidates for the project.

The problem for Jarrod and Katherine is that none of the builders provide much more than a glossy brochure and a fast-talking sales representative’s pitch upon which they can base their final decision. In Katherine word’s, “We’re pretty sceptical and don’t like taking risks. I wish we had a crystal ball to see into the future so we could know, without any doubt, which builder to trust.”

Jarrod and Katherine are typical consumers (in fact, their feedback is representative of the collective voice of global consumers) – they are risk adverse and don’t trust any form of so-called marketing. Performance predictors would convince Jarrod and Katherine.

Do you have 'Jarrods and Katherines' approaching your business? What can you do to convince them of your performance?