Making sales is part of running your day-to-day business – it’s what brings in revenue and keeps the business moving forward. We all hope that customers come to us ready to buy, but in reality, there’s a lot more to it than that.
The traditional buying cycle is broken down into three segments that your customers move through in the process of making a purchase. By understanding your business' buying cycle, you can take the right steps and make the most of it.
The first step in the buying cycle is when potential customers discover that they have a need for your product. They're not ready to buy, but they are aware of their need and your potential to fill that need. You can find these potential customers through marketing efforts and by increasing awareness of your brand. Introduce yourself. Capture their attention without pushing for a sale. The use of email newsletters, blogs, and direct mail alerts about upcoming sales are examples of the soft, but necessary, approach during this fragile part of the buying cycle.
During this second phase of the buying process, your potential customers are seeking information. They're considering a purchase and want to be educated about your company and your products. The availability of information is critical in this stage. Prospects are likely to read customer reviews, visit your website for product descriptions and make comparisons of their options. Their sense of urgency has elevated beyond curiosity, and this stage is often triggered by an event that sparks an increased interest. For example, they may have run out of an item or have an upcoming project where use of your product could make or break their success.
Identify the various triggers that prompt people to buy your products and make it known that you can provide solutions to these problems. Build website and newsletter content around these issues. Make testimonials from previous customers available and accessible for those in the second step of the buying cycle. Quench their thirst for information, and continue to build their trust.
Making a Purchase
When someone is ready to buy, you need to be ready to sell. Customers want attention in this third and final phase. If they already have a contact for your company, it's important that this person is available or that your customer can somehow initiate the sale right away. Providing around-the-clock automated ordering or live support is another option to help your customers make their purchases when they're ready. Information about forms of payment and how to contact your company should be visible on all of your marketing materials and on your website to capture the lead and close the sale.
Identifying and understanding how your customers fit into the buying cycle can help your business gain qualified leads and increase your sales. So take a look at your business – what can you do to improve your customers experience in each of these stages? The proper planning and implementation here can be a huge step forward for any business.