Page 126 - My Marketing Sucks Book

You reach down to pick up a pack and put it on the counter and pay for it. The

length of that Buying Cycle is about 7 seconds.
The typical Buying Cycle for an automobile is about 55 days. It's a lot longer than
five to seven seconds isn't it? It's a bigger decision.

What’s the biggest factor affecting the Buying Cycle from one product to the
next?

Indecision Is the Seedling of Fear
The number one issue is - people want to make the right decision. They want the

‘best deal’. People want to feel as though they are getting good value for their
money and time invested. That's what creates the Buying Cycle.

The strange thing about the Buying Cycle, price generally isn't the main factor that
creates the length of it. Another big factor is how people answer the question of
‘How long do I have to live with this decision if I'm not happy with the decision I
made?’ If you sell a product or service that commits you over a long period of
time (think house, car, club membership, or even marriage!) you can expect the
Buying Cycle to be lengthy.

For this exact reason, it explains why it takes people longer to commit to a gym
membership (about 90 days), then it goes to buying the car (about 55 days). One