1. Decision making ”Attention - Interest - Desire - Action” = A I D A
To make decisions is to take risks, because decisions are based on unsufficient info.
The most important piece of information – The RESULT –
is hidden in future
…you know the result only after your decision…
The decision-making prosess goes through an emotional barrier.
=> Fear, Uncertainty, Doubt
Services are abstract, immaterial It is difficult to form an opinion.
The customer feels uncertainty He feels that the situation is not in his control.
People wish to be delicately …”lead”… Decision making is tough…

2. Decision making, services
To make decisions is to take risks, because the information is unsufficient.
Product = ”Goods + Services”
You need information of both
Compare cosmetics:
Services
Goods
”In our factory, we fill jars”
”In the boutique, we sell dreams”
”TECHNICAL Quality”
”COMMERCIAL Quality”
Which -Quality- gives a better price?
”=> Turn the abstract into concrete– comprihensible.
Make the invisible, - visible. Diminish the Customers anxiety.
Describe what is happening (in the service process). The Customer feels that
(s)he is in control - safety…”
People want to be delicately …”led”… Decision making is hard…