You need to understand how your customers buy so you can integrate your sales process into their buying process.
Basic buying sequence
How your customers buy
- It begins with a need. Let’s say your iphone 6 was in your back pocket all day and now it’s bendy. You need another phone.
- You research and compare models.
- Decide which model you want and then buy it.
- And then you look for reassurance to make sure you bought the right item.
The same process applies when you’re hiring someone: you need a social media community manager, for example, so you research and interview, then you make an offer. You have a probationary period as the after-sales, bit. During the post purchase reassurance stage, service providers nurture clients and find ways to continue to add value, so they get repeat business.
Marketing attracts buyers during the information search stage. When you proactively seek to add value, that is, when you sell, you can get involved during the need creation part of the process.
When you approach prospects you want to identify their needs, or educate them so they become aware of a need. You want to get involved at the “need creation stage” because that’s where you can have the most impact. Then you can walk them through the research phase, help and educate them – one of the most powerful ways to sell – with information they need to solve their problem. When you help them you become the natural choice to buy from.
Listen to this short podcast to learn 2 super simple questions you can ask prospects to get them talking about their challenges.
Over to you
What do you think about the buying process? Do think there’s anything to add in there? Please comment in the box, below.