Czaro Strategic Communications

I’m in the market for a new phone, and I have it narrowed down to an iPhone, Palm or Blackberry. I’ve looked at them in the store, researched them online, and compared prices and features. Yet, I still can’t decide.

This frustrates me because when I need a new pair of shoes it takes me all of five minutes to pick them out, try them on and leave the store. So, why have I spent (invested) so much time selecting my next phone? Confidence.

I’m not confident in making the final decision. I’m concerned that a month or two down the line I’ll have buyer’s remorse. If I’m going to pay $300 for a phone, I want to make sure I’ve made the right call (pun intended).

The only way I’m going to move from reluctant prospect to confident customer is if I hear what people like and dislike about their phones. I need honest opinions from people I know and respect.

Advertising creates awareness, but testimonial advertising produces customers, according to author and sales coach, Jeffrey Gittomer. He understands the power of word-of-mouth advertising, and Gittomer’s identified six winning situations associated with testimonial ads:

• It provides proof that the product is what it says it is. (I’m lacking proof.)
• It builds credibility and reputation. (The brands’ reputation is all I have currently.)
• It strengthens the loyalty bond between the brand and the customer in the ad. (If I was that loyal to my Palm, my decision would be easy.)
• It’s the only proof the brand has. (Call me Doubting Seamus, but I’m looking for proof via a strong recommendation.)
• It reduces the risk of purchasing. (A bad decision and buyer’s remorse are my fears)
• It deflates the competition – especially if it is a testimonial of a customer who switched. (I’d love to hear from people who changed from one brand to another.)

A salesperson, a brochure or an online listing isn’t going to sway me at this point. I need to reach out to 10 of my peers/friends and get their thoughts. Better yet, I could ask everyone in my Twitter, LinkedIn and Facebook networks for recommendations. Then, I’ll have the confidence needed to make the commitment.

And the best part is, three months from now, if I find I’ve selected the wrong device it won’t be solely my fault. I’ll have other people to blame.

I’m looking for phone, data, text and photo capabilities. What phone do you think I should get?