17 April 2006

Rule 313

eTX has 8 processes.

Pre-Purchase
1.1) Enquiry (EQ)
2.1) Consideration (CN)
3.1) Negotiation (NN)

At-Purchase
4.1) Commit / Repurchase (CM)

Post-Purchase
5.1) Payment (PM)
6.1) Delivery (DY)
7.1) Post-Purchase Service Request (SR)

During-Purchase
8.1) Objection - Soft (OS)
8.2) Objection - Hard (OH)
0.1) Complaint (CT)
0.2) Unavailable - Short Term / Long Term (UA)
0.3) Referral (RL)

This 8-step is composed of 3 phases for the sake of simplicity, or Rule 313.

There are 3 steps in Pre-Purchase, 1 Purchase, then 3 again in Post-Purchase.

There is a deeper meaning of 313. For every 3 prospects (P1) approached, 1 may eventually turn into first-time purchaser (A0). If the enterprise delivers compelling touchpoint experience for that one A0 consistently, then that A0 may share with other P1, and this word-of-mouth marketing may bring the enterprise another 3 P1s. The cycle goes on.

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