Undoubtedly there are valid reasons why a prospect will slow down the pace of a buying process. Organizational upheaval, changes in the economy and stock
market, are examples of the changes that can impact a prospect’s buying process.

However, more often than not, the party responsible for a deal that stalls is the person you see when you look in the mirror in the morning.
That’s right. You. Why?

Step by step

First, let’s look at the buying process. There are several different perspectives on how many steps are in a customer’s buying process. Some say four (AIDA). Others think five. I believe that there are six steps in a customer’s buying process. Irrespective of the number of steps there are in your prospects’ buying process, there is one hard and fast rule. The prospect will not move from one step of their buying process to the next until their information requirements for the current step are completely fulfilled.

Second, the prospect’s buying process is not monolithic. It is not a giant buying process that includes all the vendors or alternative solutions the prospect is considering. The prospect has a buying
process for each solution/vendor they are evaluating.

If you aren’t providing the prospect the information they need to move through their buying process and make a fully informed purchase decision in the least time possible,
then your dealings with them are going to come to a halt. But that doesn’t mean that they are not continuing their evaluations of their alternatives. The beat goes on. Just without you.

For the rest of this article from the February issue of Repertoire, click HERE


Andy Paul is author of the award-winning book, Zero-Time Selling: 10 Essential Steps to Accelerate Every Company’s Sales. A frequent speaker, Andy conducts workshops and consults with B2B sales teams of all sizes and shapes to teach them how to sell more by selling faster. Sign up for our monthly newsletter, “The Speed of Selling.” Enjoy what you just read? Visit  ww.zerotimeselling.com for more.

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