The buying process: NOT the sales process

Let’s start from the get-go to just define by what we do mean with a buying process. I am not talking about a sales process, but a buying process, a step-by-step methodology that occurs every time someone is buying.

This process is neither linear, nor circular but a veritable maze. But here, for clarity’s sake, I will do it linearly.

1.Raise awareness

In the first phase, the most important phase, it is not about raising awareness of OUR product. It’s not even about raising awareness of the benefit our product can bring the customer. But raising the awareness of the VALUE we could be bringing you.

For example: when I was working in the company payment card industry, it became evidently clear, that for the SME segment, the biggest competitor we had, was not another company payment card. It was “my own card”. Because the companies couldn’t see how it could affect their working capital understanding, and through that effect, their borrowing options.

2. Develop the gap

Once the customer becomes aware of an alternate possibility of their reality, you need to establish the gap. Quantify it if you can. This is always the best way to show a difference. If possible, the customer should be involved in this development work, but can be left outside. Then we would be working with hypotheticals.

3. Establish your stance

This is the point where you show them that you are the best option. The customer has most probably compared alternatives against a set of requirements. By showing the customer your references, you position yourself as someone worth while working with. The earlier in your path as a company you are, the more crucial this is.

4. Close

Once a customer has agreed that 1) they need a change, they 2) see the quantifiable value in making a change, you have 3) showed them you are the partner to work with, it shouldn’t be too difficult to draw the deal to a close. It is now up to your post-sales processes to deliver and delight the customer.

Why is it important to highlight these steps?

Because no where is it proclaimed that it is the salesperson’s responsibility to get the customer from start to finish.

The Revenue Generation Framework™ uses these assumed steps as the ground for helping the customer along the journey. By working together, marketing communications and customer serviced functions together with sales, can create a process where the customer is nicely ushered from one step to the next.

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Step 3 – Information

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Intro – Strategy eats tools for breakfast

Step 1 – Value