Rich Schefern’s 7 Critical Steps of the Buying Process

Understanding your visitors, their problems, and how they want to solve them is extremely important in having a successful marketing plan for an online business. But what’s more important is understanding the steps your prospective customers take before they actually make a purchase from you. After all, it’s the money from the sales that we’re all after.

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 what your prospects want.

The buying process always starts with the realization of a specific need or want of your prospects. Whether they have a problem and need a solution or it’s just some want, your customer will need to see a personal benefit before they are interested in your offer.

With all the options and web sites that are online today, your prospect is in total control of what they want to buy and who they are going to buy it from.

As an online marketer, you need to create this desire for your prospects so they 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

Your potential customer is now doing their research to see what products are available that can fulfill their needs and who is 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 opportune time to discuss what your product or service does and answer your prospects questions so you can direct them towards the right product for their particular situation.

Step 3: Refining and Evaluating.

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.

Offering a bonus or incentive for buying the product from you. You can assure them that your company will provide them with great service if they even need any help. Any skepticism or lack of trust at this point can often turn your visitor away and they might go elsewhere.

Step 4: Reach Out.

This is one of the newer of the steps in the buying process. As easy as it is for people to interact with each other, your prospects are surfing the web and want to take full advantage of this new option.

They are going online and asking the opinions of others regarding their experience with a certain product, service or business before they ever make any purchase. The better reputation your product or company has out there, the more at ease your future customer will be.

Tests have determined that as much 78% of people who read online product reviews believe them over your own sales material or web site. This will either enhance your sale or eliminate it so make sure your company has a good reputation online.

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 evaluating all their options, your prospect has now decided to choose your company for their needs. They are no longer a prospect; they are your own personal customer now which is every entrepreneur’s favorite person.

To show your appreciation for their business, the next page should be a “Thank You” page. Also, send them an email confirmation of their order, thank them again, and remind them of all the awesome benefits they’re about to receive.

Step 7: Reconsider - Did I Really Make the Right Decision?

This is the time for every company’s worse enemy which is buyer’s remorse. It’s when all the questions and doubts begin to hit your customer. 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.

Be sure to review each step thoroughly so your visitor’s buying process is very easy for them. Make it enjoyable and they will return again and again!

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