CHAPTER 3

The Buyer Process

Laying the Foundation

Don’t reinvent the wheel, just realign it.

—Anthony J. D’Angelo

You need to lay a foundation on which to build the trust-based strategies needed to win new customers. The first place to start is to understand the process the buyers follow with every purchase, small or big. This is a naturally occurring series of stages; the goal is to define each of the stages to give you common ground to build upon.

The Buying Cycle

Books regarding selling and buying cycles fill the shelves of stores. They go into much more detail. There are many different sales processes companies use, and most likely your company has a process in place.

My model is a simplified version that encompasses the main concepts of ...

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