Selling Cycle versus Buying Cycle

By: John Kypriotakis

So you read the books, attended the seminars, role-played until you knew the words forwards and backwards and now you are ready for the real test... the Customer.

You don’t want to miss a step so you check your list one more time just to make sure: Prospect, Qualify, Approach, Analyze Needs, Present, Handle Objections, Close and oh! yes Follow-Up. But wait... here is another list yet: Attention, Interest, Conviction, Desire, Close.

Yup! you know it all so... ready to go?

Well maybe not. Consider this. What these lists describe and what you’ve been training for, as a salesperson, is your sales cycle. When it comes to your customer though, things are different. They have no interest in your selling process at all. Their only interest is to meet a need or solve a problem they have, and the process they go through to address their need is their buying cycle. Understanding the difference between the selling vs. the buying cycle is about as vital as getting or loosing orders.

Are the hours of training you invested to master the sales cycle wasted? No, not at all. Use the steps of the sales cycle to keep track of your progress. Use it to manage your activities. Use it to communicate with your manager or whomever. That’s how the sales process is meant to help.

But here is the message you should take with you even if you choose to ignore everything else you read today:

WARNING - Do not use your sales cycle to manage the purchase your customer is about to make. Instead, recognize the existence of and learn all about your customers’ buying cycle.

Here is a generic version of a customer’s buying cycle. Make sure you learn as much as possible about the ones your customers are using:

STEP ONE:

Customer: Recognize the problem or need.

First the customer recognizes that a problem or need either exists now or is about to appear. They may recognize this need on their own or as a result of input from an external source.

You

If in your previous efforts to service this customer, you were successful in becoming a "resource" for them, you may be in the ideal position of influencing your customer in recognizing this need.

STEP TWO:

Customer: Identify possible solutions to the problem.

Now comes the time for the customer to evaluate if this need can be met internally or if an outside source is needed. This is where the customer’s research efforts and "need to know" is at the highest level.

You

Once again, if you were involved early in the process through your account management efforts you can influence this step a great deal.

STEP THREE:

Customer: Search for potential sources to solve the problem or fill the need.

If the solution needs to come from the outside, the rest of the marketplace finally finds out of the customer’s intentions.

You

Unless you were involved with this client as described previously, here is where you would first come in.

Beware, this is the wrong time to "develop needs" or attempt to awaken their "interest". It may very well be the first step in your selling process but they are past that phase. Concentrate instead on "analyzing needs" and providing your customer with answers that would ease any concerns they may have.

STEP FOUR:

Customer: Decision - Evaluate solutions and sources.

Based on the information available to the customer from the previous step, they are now ready to choose a supplier. Often the supplier that has been their greatest information resource is the one with the greatest advantage.

You

If instead of focusing on your process you paid attention to theirs, by now you have gained their respect and trust and you are a step closer to being their source.

STEP FIVE:

Customer: Implementation

Now is the time to put your collective solution to work.

You

As their supplier you should pay utmost attention to this phase. The dangers for dissatisfaction abound but the opportunities for cementing a long term relationship are even greater. It’s all up to you. Follow up to be certain your solution is working as expected and, if not, be sure any problems are resolved promptly with the least amount of inconvenience to the customer.

STEP SIX:

Customer: Evaluate and provide feedback.

Here is the end of this but also the beginning of other cycles (opportunities). This is the phase where your customer evaluates how your solution and your relationship is working.

You

Being close to them at this phase, continually providing them with ideas and solutions plays a big part on becoming a resource for them. How important is this? Go to step one and review what role you can play if you are involved at that level. Then go through each step and evaluate your possibility of success either as a newcomer or as your customer’s advisor.

If the service you provide your customers qualifies you as their "trusted resource" you will be the source that supplies solutions to their needs.

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John Kypriotakis is the President of Lysis International, a Management Consulting firm
based in Tampa, specializing in Sales, Marketing, and Customer Service.

Phone 813 792 8500  - E-mail: need_info@salesandmanagement.com

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