Most prospects will look to enter this stage after identifying your offering as a possible solution and completing the information search process described in the earlier stage. However, some customers might be introduced to your brand after completing Stage 2 with your competitors, as in the case of an industry blog running a comparison chart of the different competitors in your space.
No matter what kind of purchase we’re making or how much we intend to spend, all of us follow a relatively similar path when it comes to deciding what to buy. This buying process, or stages, was first introduced by John Dewey in 1910, but even now — more than 100 years later — it’s still the foundation of understanding buyer behavior and marketing funnel creation.
For instance, if you’re running an accounting business, at this stage your leads would be comparing plans offered by different service providers. They might need resources like how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), pricing guides (so they know what ballpark rates are), or how to choose an accountant.
Much of this is steeped in buyer psychology. The best marketers in the world know that there is a psychological process that must occur for prospects to whip out those credit cards and turn into buyers or even hyper-active buyers. One such person whose perfected this process is Russell Brunson, an "underground entrepreneur" who founded a company called ClickFunnels, a sales funnel SaaS business that empowers marketers from around the world to build marketing automation without all the hassle.