A buying process is a logical series of steps that all buyers go through when they are purchasing something. Do you serve them a jumbled alphabet soup, or help your prospects make sense of their issues? If you understand their buying process you can help them, give relevant support and are more likely to get the sale. Is your buying process as jumbled up as this alphabet soup? Think of it like the alphabet; if a sale actually occurs at “Z” in the alphabet, maybe they start thinking about buying when they’re at “E” of “F”. It’s no good just working with those that are approaching Z, and it’s no good trying to “close” if they’re at G.

What does the buying process look like?

I often describe it as a series of 6 steps, understanding them and tailoring your effort to the relevant step helps increase sales.

Step 1: Recognition Very few prospects buy anything unless they know they’ve got a problem which needs a solution! Recognising a problem is a first key step. Questions for you to think about:

  • How can you help them recognise they have a problem (assuming you can solve it)?
  • Educational material to help them see they have a problem may help here? Showing a solution before they know they’ve got a problem is a waste of your time!

Step 2: Consequences. Could you make a sensible decisions about a problem or see its importance with no idea of its cash value?  Neither can they! If you’ve ever though some of your prospects merely have wish lists, this maybe the problem.

  • How can you help attach a £ sign to their problem?
  • If they don’t have any idea of the value, they won’t progress!
  • If you don’t know the value, you can’t produce a good solution for them.

If you don't really enjoy selling, or you want to be better at converting prospects into clients - why not download "6 steps to sales success". It's a great free guide that we will send you Click here (email address required) for this report.

Steps 3-6

Click here and read part 2 of what is the buying process and how can it help me to increase sales.  Firstly think about what you can do to help people in the first two stages if you’re not trying to “close the deal”

How have you helped prospects through their buying process, to understand their problems, rather than “sold to them”?

Written by Jon Baker The 5-50 Coach. I help professionals grow their firms from 5 to 50 employees, sustainably, profitably and still have fun. Have you got your "next step kitbag yet"? It's stuffed with guides, reports & templates helping you grow from 5 to 50 employees Click here for immediate access

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