Our Approach The Buying Cycle
If you understand how people buy, you'll learn how to sell.
Detailed above are the stages of the buying cycle and, in grey text, the key issue that a buyer focuses on. This is a simplification of a complex process in which buyers weigh several issues at once and can even recycle back to an earlier stage. The situation is further complicated when multiple people are involved in making the decision because one person may be at a certain stage while another person is at a different stage.
Effectively addressing buyer concerns moves them to take action. We help our clients understand how the buying cycle unfolds in their sales environment. It is critical for sales and marketing to understand the concerns that a buyer has, be sensitive to their vacillations, and align their activities to move buyers through these stages. With that understanding, marketing can design campaigns to initiate buying cycles and provide collateral to help address specific concerns within the cycle. Sellers can then anticipate buyer concerns, proactively take actions to address them, and even use them to the seller's advantage. Understanding the buying cycle and aligning your activities with buyers will:
Shorten sales cycles
Improve customer satisfaction
Improve forecasting accuracy
As a cycle, the implication is that any customer or prospect, even one who doesn't make a purchase at this time, is a rich resource for future business. Customers and prospects can contribute to your future success by:
Being a source of future sales
Serving as a reference
Providing data on their success with your products or services
Providing input or data on how to improve your business or products
Most companies claim to emphasize customer satisfaction, but buyers frequently tell a different story - that a company's actions, intentional or not, are frustrating and even hinder sales. To help you improve your sales performance, we will assess the comprehensive experience a buyer has with your organization. That assessment includes:
How user-friendly your website is
How well your messaging aligns with your target market(s) - its concerns and interests
How your sales reps treat prospects
How responsive and effective your customer support is
Intimately understanding the experience of your customers can be eye opening, illuminating what is in need of improvement and highlighting unrecognized strengths.
BACK TO TOP