Henri Cartier-Bresson was a street photographer who pioneered the term "The Decisive Moment". It represented the split-second of genius and inspiration that a photographer had to capture a moment.

Despite our brave attempts at excelling in all things marketing, there comes a “decisive-moment” in any buyer’s life that tips the scale in either our favor or the competition.

All the hard work comes down to a simple yes or no. “I’ll think about it” is a no. “I have to consult with my partner” is a no. “I don’t have money for it” is a no. The decisive moment in business is the culmination of  a lot of moving parts that either get you going to get you stuck.

But “wait” you say. There are products and services that are impulse-buy. But what about major decisions, the big investment, the risk? They are not an impulse-buy but they too have a decisive moment when the decision is made.

You can’t anticipate the moment, ever. So what do you do?  How do you capture the moment and make it yours? Some would argue that impulse buys are always emotional and that the higher the risk the less emotional the decision. True, but can you capture or influence the moment?

You can’t. However, everything you do prior to your prospect’s decisive buying decision plays a part by creative a progressive and influencing pattern that increases the odds for a positive decision.

That’s why marketing is a process. That’s why quality engagement and nurturing of prospects and clients is so crucial to your business longevity.