Rich Schefern’s 7 Critical Steps of the Buying Process
When you understand your visitors, the problems they have, and how they want to solve them, you are on your way to having a successful marketing plan for an online business. But even more important is understanding the steps your prospects go through before they actually buy from you. After all, it’s the money from the sales that we are all seeking.
The method I am going to be discussing covers everything from the intial phases of your visitor’s thoughts all the way through to the final checkout. It confirms you know how to create a seamless buying process for your future customers.
Step 1: Recognizing a want, a need or a problem.
The buying process always starts with acknowledging a specific need or want that your prospect has. Whether they have a problem and need a solution or it’s just some frivoulous desire, your customer will need to see a personal benefit before they are interested in your offer. They will most concerned it what’s in it for them.
With all the many choices and other sites they have online today, they are in total control of what they want to buy and who they are going to buy it from.
As an online merchant, you need to create this desire for your prospects in a way can relate to it. This will get them interested in getting more information about your offer and building a long-term relationship with you.
Step #2: Researching the Product or Service
A potential customer is now searching to see what products are out there to fulfill their need and who’s offering them.
This is when they’re looking for product features, pricing, and other options so they can match it to their need.
This would be an ideal time to talk about what your product or service does and ask your prospects questions so you can direct them towards the right product for their particular situation.
Step 3: Refining and Reflecting.
Once a prospect gathers enough information, they then begin to narrow down their choices by weeding out the options that won’t work the best for them. They will examine the features and the businesses to make sure they know what they are buying and who they are getting it from.
Offer an incentive for buying the product with you. Assure them that your company will provide them with great support if they even need anything. Any skepticism or lack of trust at this point can turn your visitor away.
Step 4: Reaching Out.
This is the newest of the steps introduced to the buying process. As easy as it is for people to interact with each other, your prospects are surfing the net, taking full advantage of this new option.
People are going on the internet and seeking the opinions of others regarding their experience with a certain product, service or vendor before they make any purchases. The better reputation your product or company has out there, the more at ease your future customer will be.
It has been recorded that more than 80% of people who are reading products reviews believe them over your own sales copy. This will either secure your sale or eliminate it so make sure your company has a good reputation.
Step 5: Resolution.
Your prospect has narrowed down their choice to a specific product or service. They decide what they are going to buy and who they are going to buy from. This doesn’t mean the deal is finalized though.
The buyer is almost there but still needs to feel safe about the security of the purchase. Post logos on your purchase page that give you credibility and let the buyer know that his or her transaction is secure on your website.
Step 6: Purchase- Order is Complete Now Give It to Me
After reseraching all their options, your prospect has now decided to choose your company for their business. They are no longer a prospect; they are your own personal customer now which is every entrepreneur’s favorite person.
To show your appreciation, the next page should be a “Thank You” page. Also, it is a good idea to send them an personal email confirmation for their order, thanking them again, and reassuring them of all the awesome benefits they’re about to receive as well as the support you offer.
Step 7: Reconsider – Did I Really Make the Right Decision?
The next phase can be critical becasue it is here that buyer’s remorse sets in. It’s when all your customer’s questions and concerns begin to surface. But all they really need is a little reassurance that they actually can get their money back if needed and that you will be there for good customer support.
This is the time to show your customer that you really believe in your product by reviewing the benefits and offering a money-back guarantee. You need to reassure them of your comittment. They see it as a positive; if you’re willing to risk the sale, then the product must be worth it. You can reassure them that you are there to help should any questions or concerns arise.
Make sure to cover each step thoroughly so your visitor’s buying process is extremely easy for them. Make it enjoyable and they will come back!
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