When we make a sale we need to consider the sales stages. By understanding which stage of the sale our potential customer is in. We can then guide this customer naturally to a point where the sale has been closed.
A potential customer goes through these 4 main stages of making a decision: Awareness, Interest, Consideration and Conversion.
Most of our decisions as human beings is made emotionally. Our brains then fill in the blanks with a rational story.
During a sale your goal is to induce the emotions necessary to “glue” your communication to your customers actions. Only emotions are capable of enticing us to taking any sort of action, in this case the action of purchase.
I’ll break down every sales stages to help you understand what are the customers needs during each of them…
And what you can do to facilitate the sale.
During the stage of awareness, your customer knows only about his problem. For example, let’s the product we are selling is an informational product about back pain.
Our potential customer is aware of his back pain, but at this moment he hasn’t been introduced to ANY type of solution. Your goal is to bring his awareness to the solution, here you could say something like “Relieve your back pain without having to go through complicated procedures”.
Once again, your goal is to tie the emotion to your communication. By saying “relieve your back pain” you let them know you have the solution to their problems, by communicating “without having to go through complicated procedures” you give them relief and a sense of practicality.
After your potential customer has been made aware that he can solve his problem with your product. It is time to move on to Interest.
A potential customer that is only aware of his problem is considered Cold Traffic. You will need a lot of work to convert him into a buyer.
At this sale stage, your customer is already aware of his problem and understands you might have the solution he needs.
Here, you need to bring even more attention to your product. How can your product benefit the customer?
Tell them about some features, but your focus has to be on benefits.
Remember, we are focusing on emotions that will cause actions. Benefits gives us the sense (emotion) of positivism and relief, features are just technical specs and don’t have the power to entice us.
A potential customer that is in the interest stage of a sale is considered Warm Traffic. You will need some work to convert him into a buyer.
When a potential customer reaches the sale stage of consideration, it is much easier to convert this potential customer into a buyer.
In this stage, you need to show him perceived value, you need to separate yourself from your competition.
If your customer reached the stage of consideration he/she just needs a nudge to take action and make the purchase. Things like creating a sense of scarcity (limited units available) and/or urgency (timed deals) can be enough to get to take the final action.
However, you might consider providing your customers with extra value. By offering free bonuses and bundles you can create this sense of “getting more than what I’m paying for” and this creates a higher perceived value.
A potential customer that reaches the consideration stage is considered Hot Traffic and will be easy to convert.
Sales Stages Conclusion
By understand the sales stages you can create a more accurate sales strategy and funnel. If you want to learn more about sales stages and how to convert more people. I highly recommend you read DotCom Secrets by Russel Brunson.
You can get a physical copy with this link free (but you have to pay $8 for the shipping, still cheaper than buying it in a store): http://www.ecompreneurhq.com/DotComSecrets
I also recommend to check out this Neil Patel’s blog post.
With the understanding you will get from sales stages you will perform much better and become able to find better customers!