Have you ever wondered why some customers are chomping at the bit to enjoy the benefits of your offering while others are slow to agree to even a demo? As a sales representative, it is helpful to understand the buying cycle to better determine customer readiness and know how you can help!

Academicians and theorists describe the Buying Cycle as the "Consumer Adoption Process" or the "Consumer Adoption Sequence". This cycle is defined as 'the mental process through which an individual passes from first hearing about an innovation to final adoption.' 'Adoption' is the 'decision by an individual to become a regular user of the product.' In other words, at adoption-- the Customer buys!

There are six stages that the consumer will go through in the adoption process: Unawareness, Awareness, Interest, Evaluation, Trial, Adoption.

At the Unawareness Stage, the consumer is not familiar with the options you offer. Do you sell a piece of equipment or provide a service that some accounts are unaware exists? Those accounts are at the Unawareness Stage of the Buying Cycle. Your consistent prospecting efforts of asking good questions and providing appropriate product literature will help move Prospects to the next level.

The Awareness Stage is when a consumer becomes aware of a new product but lacks the information about it. You will recognize customers at this stage by requests for literature or questions about a product or service.

The consumer is motivated to seek information about the new product at the Interest Stage. You can develop a buyers interest and move them further along in their decision by providing proof sources, sharing success stories or offering a product demonstration.

As interest grows, the Prospect needs to decide whether trying the new product makes sense. This is the Evaluation Stage. The closer your product or service fits the Buyers needs-the better decision it is. As a sales representative, you can facilitate this process by answering the question: "Why this product for this account at this time?"

You will recognize the Trial Stage when the Consumer asks to sample or try the product or service. At this stage, the buyer will attempt to determine how the offering will contribute to their practice, goals or expectations. In order to promote a successful trial, limit the time and availability of your offer. Think of the FREE software options that work for only a limited time or the samples you've received that provide only a small "taste" of their product. This promotes a successful trial period and give you more leverage in advancing the sales process. Be sure to estimate the frequency your product will be used and schedule a follow up appointment to discuss the next steps in the customers decision.

With your assistance, the Prospect has decided to make full and regular use of the new product. This is the Adoption Stage of the Buying Cycle. You've got a deal!

Deciding to buy or not to buy is a process. It is a series of considerations that prompts the buyer to consider his current condition and the alternatives that will improve it. As a sales professional, understanding the Buying Cycle and using it in your selling efforts will keep you coasting toward sales success!

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