The buying process is a five step process which was first identified by John Dewey (1910). Whilst the modes of sales may have expanded over time, with the internet now a major source, the basic premise of the framework remains as true today as it did 100 years ago. Here are the five stages and why they are important:
- Recognition of need
First of all a customer must recognise the need for a particular product or service. This may be motivated by outside forces such as marketing material they have seen, or by intrinsic factors such as feeling ill and needing medicine to help recover.
- Information finding
Once a desire or need has been identified by the consumer, an information search will begin, whereby the customer will seek out ways to solve their problem. This may be through internet searches, talking to friends and family, e-word of mouth (e.g. through review sites) or printed press.
- Evaluation of options
Once several different possibilities have been identified, the consumer will evaluate the advantages and disadvantages of each of these options against each other, in order to choose the one which they perceive to have the most benefits or provide the best solution to their problem.
- Purchase decision
As the name suggests, this stage of the framework is where the buying actually takes place. The consumer makes their final decision and commits to the purchase of the product or service.
- Post purchase
This final stage is a very important part of the buying process. Whether the customer is satisfied or not will affect whether they will become a repeat customer or recommend the product to others in the future. If successful, this stage can help create brand loyalty so it is important that any post-sale communication or customer service is positive.
Sales Doctors offer sales training across all different sectors to help professionals perform better. We offer a wide range of programmes including one day workshops, telesales training, field sales training, estate agent training and bespoke sales advice. For more information or to register for a course please contact us on 01923 43 8972.