There are several different stages that a customer can be at when making a buying decision. Because of the nature of the internet, it has now become one of the first sources that customers turn to and thus attracts customers at all stages. It is important to understand what stage an individual is in, so that you can provide them with the necessary information to becoming a customer.
Research Mode
Some customers are just researching a product or service. They are not planning to buy or make the decision for weeks or months if they decide to buy at all and are just trying to gather as much information as they can. You have to provide as much information as you can to these customers to convince them of your product or service as a concept. The first sale is to convince them that they do need your type of product or service ie: foot cream rather then your specific product ie: Joe’s Herbal Foot Cream. You should also try to get them onto your email or follow up list because if you are unable to follow up with this customer, they may forget about you when they are finally ready to make their purchase. Special offers do not usually work on customers in this stage.
Analysis & Comparison Mode
At this stage the customer has now decided that they do need your product or service and they now need to know why you are different from your competition. At this stage they are interested in the features and benefits that you offer. Your unique selling proposition is important to the customer at this stage of the buying cycle. The easier you make it to compare your product with others the more likely your customer is to go with your offering.
Buying Mode
At this stage the customer is buying your product. Whether online, a phone order, or in your store they are going out to buy the product. They have typically made the decision of what they want to purchase and are now going through the process of making that purchase. This does not mean that they will buy what they intended as you are still able to convince them that they need something else at this stage. Special offers are a great way to convince them of using a different product or service.
Post Buying Mode
After the customer has made the purchase they are still occasionally not sure if they have made the right decision. With good return policies and up sell or future selling potential it is important to not ignore the customer at this stage. This is when you should firm up the relationship to ensure that you keep them a satisfied customer. At this stage buyers remorse can set in and if the customer believes they didn’t make a good decision then you will not receive future business from this customer.
Emergency Mode
The emergency stage is for the products or services that are passed due and should have already been purchased. If the need for the product is so desperate, as long as you meet the minimum criteria, the customer will make the purchase. This stage is the easiest stage to sell to a customer but does not occur in every industry.
Where is Your Customer in the Buying Cycle? - To learn more about this author, visit Max Kalles's Website.
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Max Kalles
(Visit Max's Website)
Max Kalles is a certified internet
consultant and conversion marketing
specialist with WSI. He has presented at
internet conferences around the world, and
his workshops and seminars have helped
hundreds of business owners improve the
results from their website. If you would
like to attend a virtual or local seminar
please visit www.si
mplifytheinternet.com
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