I know what you’re thinking: “What does church growth have to do with the buyer decision process? We’re not selling anything!” But have you ever wondered why some churches are overflowing with first-time visitors and new members while others struggle with attendance? This has more to do with the buyer decision process than you might realize. It’s relevant whether you’re selling a physical product, offering a service, or simply providing the opportunity to be part of a faith community.
What is the Buyer Decision Process?
The Buyer Decision Process, also referred to as the Exchange Decision Process by marketing expert Anthony Miyazaki, is the journey all individuals naturally take when making decisions in a marketing context. This process applies whether or not money is involved. In its simplest form, the process includes three steps:
- Need Recognition
We become aware that a need exists. There’s something missing between what we desire and what we currently have. This recognition can be triggered by internal or external factors. - Need Formulation
Once the need is recognized, we begin searching for ways to define and address it. This step involves research and evaluating alternatives. - Need Fulfillment
Finally, our need is satisfied when we take action or make a decision—what marketers might call a “purchase.”
How the Buyer Decision Process Applies to Ministry
Successful churches leverage the buyer decision process to attract and engage individuals. Don’t get hung up on the term “buyer.” This process applies to non-commercial scenarios as well. Here’s how the steps translate to ministry:
- Need Recognition
Imagine someone going through a tough season—struggles in their marriage, finances, parenting, or a general sense of emptiness and longing for purpose. These moments often lead people to consider church as a source of support and community. - Need Formulation
At this stage, the individual begins seeking solutions. They might look for a church that aligns with their beliefs, fits their lifestyle, and offers the resources or guidance they need. - Need Fulfillment
Need fulfillment happens when the person decides to engage with your church and receives the sense of belonging and support they were seeking.
You may not be selling a product, but you are offering something of great value—community, purpose, and hope.
How to Position Your Church for Growth
To position your church for growth, you must be present, clear, and consistent at every stage of the buyer journey. Here are practical ways to do that:
- Help People Discover What’s Missing
- Share personal success stories and testimonies of people who have found help and hope by being a part of your church.
- Connect with other organizations in your community and participate in events that position your church as a resource.
- Clearly Communicate What You Believe and Offer
- Carefully define and display your church’s mission and vision. Talk about it…a lot! Place it on your website, social media channels, print flyers, and even your walls if you like.
- Provide ample opportunities for guests to learn more about you and ask questions. Don’t be afraid to talk about your ministries and programs.
- Ensure Needs Are Fulfilled
- Be intentional and welcoming and receiving guests.
- Develop a clear follow-up process for new visitors.
- Make it easy for people to connect with ministry and carefully plan out the steps for them to follow.
Need fulfillment is not a one-time event for churches. The real work is in nurturing relationships that meet spiritual and natural needs and foster growth and connection.
Conclusion
Understanding the steps people take to make decisions in a marketing context is a powerful tool for church growth. You may not be selling a product, but you are offering something of great value—community, purpose, and hope. By being visible, clear, and consistent during need recognition, formulation, and fulfillment, you create a pathway for individuals to discover and engage with your church in meaningful ways. This not only builds community but also supports lasting church growth.