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The Diagrams Book by Kevin Duncan

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16  THE BARRIERS TO PURCHASE AXIS

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• Lines and axes can be helpful to demonstrate a progression from one state of affairs to another.

• In the Barriers To Purchase Axis, inactivity or disinterest is shown on the left, and interest or action on the right.

• Each notch of the axis represents a barrier to action. In this case it's a series of reasons why the potential customer will not purchase a product.

• By mapping the decision-making process diagrammatically, each barrier to purchase can be identified and isolated.

• A plan to knock each one down can then be devised.

Exercise: Choose a product and a potential customer type. Use the axis to plot ...

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