It is essential to recognize when your customer decides to buy from you (or doesn’t). Once you identify when that happens, you can design an appropriate environment to get customers to decide to do what you want.
This customer decision point reminds me of the phrase, “Crossing the Rubicon.” The Rubicon river was a boundary to the north of Rome. If a general crossed it with an army, the Senate saw that as grounds for treason. The story is that Julius Caesar crossed it and said, “Now, the die has been cast.” (Of course, he said, “Alea iacta est.”) He referred to the fact that he had committed treason by crossing the river with his army and was past the point of no return.
I included this Roman history lesson here because your customers also “cross the Rubicon” when they decide something in your experience. Psychology refers to this as the Rubicon Model of action phases in decision-making that describes our mindset when we choose. We have different processes that we go through when deliberating versus deciding. The deliberative mindset takes in information; the implementing mindset commits to and maybe defends the decision.
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