Purchasing in Reverse

Consumers used to go through a funnel process when deciding what to buy: contact sellers, evaluate the options, reduce choices based on needed criteria. The consumer would then go to the marketplace and find the best price/package/service, relying on the seller to fill in information gaps. Once bought, the consumer and the seller would never speak again unless there was a problem or repurchase.

Now, consumers evaluate products and services completely outside the knowledge and control of sellers. They come to the marketplace more educated than sellers, ready to buy. If the seller is foolish, this will be the only point of contact they have with their buyer. Once bought, consumers will remain engaged, promoting or denigrating what they bought, in public. They will broadcast their experience to their peers.