By: Michelle Richardson – Vice President of Sales Performance Research – The Brooks Group
The buyer’s decision process is more complex than ever. Your customers have more options and more ways to research purchases. Buying committees are larger. The process takes longer. As a result, it’s really challenging for sales professionals to navigate this to a successful close.
What can you and your sales team do to keep the sales process on track? This article breaks down the buyer decision-making process and how you can improve your approach.
5 Steps of the Buyer Decision-Making Process
From an outside perspective, it can be tricky to understand the buyer decision process. Let’s take a look at the five stages the average buyer follows.1. Recognize a Problem
The first stage is recognizing a problem or concern. The customer determines they have a need or issue they want to resolve. At this point, they may have some product ideas. The buyer examines their options and then looks for an answer. That choice leads them to the second stage of the buyer decision process.2. Search for Information
Stage two is gathering information and researching options. In this stage, the buyer will search on Google, ask colleagues, read reviews, and generally try to find out what companies, products, or services exist that could solve their problem.3. Evaluate Alternatives
In the evaluation stage, decision-makers compare the alternatives they’ve identified. They see what’s available and look at their choices side-by-side.