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Workshop 4: Customers Buying Process Alignment

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Now that we are interacting with prospects the first thing we need to do upon finding a lead is to understand exactly where is the customer in their journey to by a product or service like what we offer.

Workshop 4 covers how to identify your customers buying process and is intended help sellers qualify how far along the buying journey a customer is and what chance they have of fulfilling their requirements.

"On what criteria will you make your decision?"

One question that can end up being the most revealing of all in any sale is the classic, "On what criteria will you make your decision?" another way this is phrased today, especially when dealing with multiple stakeholders is, "Who needs to be involved in making a decision on this?" and "How will you reach a decision?"

"WHO is involved and HOW will you make a decision?"

The reason these questions are so revealing is that the responses not only differ from one customer to the next but you're likely to get several different answers from different stakeholders, depending on who they are.

What's critical is that we, as sellers realise that success is entirely based on how well aligned we are with our customers' buying process.

This is what we cover in Workshop 4, to check what you will need to prepare before attending this workshop, check out the intro video below:


Workshop 4: Identifying Your Customer's Buying Process


  • To equip sales professionals with the ability to understand and align with the customer buying process.

Recommended activities:

  • Identify the stages of the customer buying process. Where are they on their own process, how far down the line are they, how long before a decision is made?

  • Understand the factors that influence their buying decisions. Wants vs Needs, pain points, buying criteria, budget constraints, timescales

  • Map your sales process to the customer buying process. Identify touchpoints, align messaging, tailor proposals, use customer language.

  • Anticipate customer objections and prepare effective responses. Actively listen, predict likely concerns, provide evidence, offer solutions with proof points.

Key takeaways:

  • Gain a deep understanding of the customer buying process and the factors that influence purchasing decisions.

  • Align your sales process with the customer buying process to improve engagement and conversion rates.

  • Effectively address customer objections and demonstrate the value your solution can provide.

What’s Next:

  • Pre-Meeting & Demo Preparation

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