We've all heard about the six stages of grief, but have you heard about the six stages of buying? Just like when we are moving on, customers also go through stages when they're buying anything.
As they say, knowing is half the battle. You might have a seemingly rock-solid marketing plan, and your social media is top-notch, but every so often, going through these stages and analyzing whether you're doing enough can be an eye-opener.
Let's go through all the stages one by one.
Step 1 - Recognizing
Before anything happens, your potential customer needs to have a reason to want to buy something. Whether it's a product or a service, they should realize that they are missing something.
Recognizing that they need to obtain something is step one.
How to use this step: get word of your product or service out there through content marketing. People who read your posts and see your social media entries may realize just what they are missing. Sharing product testimonies and facts about your industry or service can help!
Step 2 - Searching
Once the customer recognizes that they're missing out, they'll start looking for where to get what they need. If it's food, they'll start looking for places that can deliver to them. If it's a plant, they'll start going through online communities and asking for leads.
How to use this step: make sure that you've solidified your brand. People who have just discovered they need to buy something will most likely look to the brand leaders first, so making sure you're visible as a trusted and reliable source is important.
Step 3 - Comparing
Of course, just because they see your brand, doesn't mean they'll immediately buy from you. It's so easy to find alternatives online, and shop around before committing to any one thing. The competition is even hotter when you're in an online marketplace, but you may still be able to use that to your advantage.
How to use this step: you need to keep them on your site or page for as long as possible, giving them plenty of good reasons why your product or service is the best. Make sure you've got great words and pictures that clearly express what you're selling. Have live chat or a chatbot installed to answer every question and stall their departure.
Step 4 - Deciding
Finally, the customer is ready to make a decision! They've gathered all the information they think they need, they've explored all their options. They might even have clicked that Add to Cart button, or have told your support that they'll message again in a little while.
Unfortunately, there are still chances for them to walk away, so don't count your eggs just yet. They haven't given you their money yet, so it's time to clinch the deal.
How to use this step: give them a sense of security that they're doing the right thing by going with your solution. A good way to do this is to remind them of step 1: of why they need to purchase your product in the first place. Couple that with how your brand is the best business to give them what they want, and you've got a winner.
If they do step away, remember that there are ways to bring them back.
Step 5 - Purchasing
Finally, the actual purchase. This is what that person stops being a window shopper, but actually hands you the money to get what they want. You could always stop here, but if you want to step up your game, you won't.
The whole experience of purchasing from your business can be a big deal when it comes to getting more customers through word of mouth or even getting return customers.
How to use this step: make sure your checkout process is easy to understand and fast. The longer it takes for your customers to get from their decision point to the actual purchase, the higher risk they may decide to switch to another brand. Make the process shorter, with less reasons to step away.
Step 6 - Evaluating
When your new customer gets their order, the final step takes place: evaluating. Whether consciously or not, your customer will be thinking of how your solution actually matches against what they were expecting to get. Whether it's a service or an actual product, they'll be looking back at the whole experience of buying from your business, and succeeding here can mean repeat customers and recommendations.
How to use this step: aside from the obvious (that you deliver what you said you would), you should follow through with customer support. If they come back with questions or complaints, entertain them and make sure you do your best. If not, you could still send them surveys or emails to check up on what they think of your product or survey.
Conclusion
Going through the stages of the buying process can help you build a marketing plan that covers every point in the journey. We'll bet you came up with new ideas in how to sell to your customers by going through the stages!
Remember, if your brand is with them the whole journey, there's less chances they might wander off into a competitor's sights. Don't leave them floundering around in the dark. You should be like the light, leading them to your Add to Cart and Purchase buttons.