Knowing how buying works help you sell better. This is a presentation I made 1.5 years ago on that topic. My humble attempt at deconstructing the buying process.

1. How Buying Works
a guide into your customer’s mind and
how you can use it to your advantage

2. 2

3. 3

4. 4

5. Know your audience
HOW BUYING WORKS
Know yourself
HOW SELLING WORKS
5
Effective Selling

6. Stages of Buying of the problem
Awareness
about options
Research
of options
Evaluation
$$$
Negotiation & Purchase
Post-Purchase
6

7. Awareness Research
Evaluation
Post-purchase
7
The Mind of a Buyer
Certainty
Pressure 😓
Hope
Frustration 😡
Clarity
Self-doubt 🙄
Determination
Anxiety 😥
Satisfaction
Remorse 😦
Negotiation
& Purchase

8. 8
+ =+
Winning Combination

9. But before that…
…let check out some basics of buying

10. Buying Basics
because they need it
Why
when they need it
When
product / service / mix of both
What
stages of buying
How
prospects and customers
Who
marketplace
Where
10

11. Buyer who hasn’t purchased from
you before
PROSPECT CUSTOMER
11
prospects and customers
Who
Buyer who has purchased from
you before

12. Single Buyer
INDIVIDUAL BUYER
Group of Buyers
ORGANIZATION
12
prospects and customers
Who
B2C - Business to Consumer B2B - Business to Business

13. 13
Who

14. 01
03
02
04
ECONOMIC / FINANCIAL BUYER
Concerned about cost and saving
USER / CHAMPION
Concerned about whether the product
will fulfil the purpose and make his life
easier
Also, champions your cause internally
TECHNICAL BUYER
Concerned about installation and
quality
EXECUTIVE
Concerned about strategic advantage,
bigger picture
14
Types of Buyers - Recap
prospects and customers
Who

15. Case Study
SLIPKART PLANNING TO BUY A NEW PAYROLL MANAGEMENT SOFTWARE
Slipkart been using Excel sheets to maintain salary records and it has worked well till now. However, as the organization crossed 200 people
last month, the Payroll Manager, Mr H.R. Vella is unable to manage the payroll on Excel. It is very difficult to input the sales team’s
incentives manually every month and there are lot of errors as well. Last month, 6 employees had wrong TDS deducted from their salary. To
make his life easier, he has proposed to the management at Slipkart to buy a new payroll management software.
The management weren’t convinced but agreed to look at some solutions is they were not too costly. Their Procurement Manager, Mr Kan
Joos, invited bids for this purchase. 4 companies placed their bids. But Mr Joos was concerned because all of them exceeded Slipkart’s
budget. However, he didn’t reject them.
Mr Joos decided to call in the Head of IT, Mr U.S.B. Dongle, to see whether this system can sync well with the current Finance software
used at Slipkart. Mr Dongle studied the technical proposals from all parties and now wants a demo from 3 of them.
Mr Vella is really worried because if this doesn’t go through, his life will become hell. To help his case, he has called all 4 companies and
given some tips and hints to their representative so that they can demonstrate their capabilities better.
Identify the Economic Buyer, The User /Champion, The Technical Buyer and The Executive
15
prospects and customers
Who

16. CUSTOMER
May or may not be the end-user
of the product
Normally used for buyers of low-
consideration items like grocery,
medicine, etc
Relationship with buyer may or
may not be long term
CLIENT
May or may not be the end-user
of the product
Normally used for buyers high-
consideration items like
advertising, consulting, etc
Continued relationship with
buyer that is nurtured over a
period of time
CONSUMER
End-user of the product
Term normally used by
marketeers, rarely by
salespeople
16
prospects and customers
Who

17. 17
because they need it
Why
Saving money or making money
Profitability
Faster, stronger, more
convenient, efficient, etc
Productivity
How does the buyer want to be
seen?
Image

18. 18
Why

19. Product or Service?
Airtel 4G
Product or Service?
Construction
Product or Service?
Groceries
Product or Service?
Lawyers
19
product / service / mix of both
What

20. PERISHABILITY 01
Inventory
HETEROGENIETY 02
Uniformity
INTANGIBILITY 03
Touch and feel
OWNERSHIP 04
Transfer?
20
product / service / mix of both
What
Product Service

21. What is the Product / Service?
PVR
Flipkart
Fine-Dining Restaurant
Cobbler (Mochi)
21
product / service / mix of both
What
What is the Product / Service?
What is the Product / Service? What is the Product / Service?

22. 22
+ +
marketplace
Where
GOODSBUYERS SELLERS
Marketplace

23. 23
marketplace
Where
Marketplace

24. 24

25. 25
AVAILABILITY
when they need it
When
AFFORDABILITY ACCESS

26. Time for Break
10 mins
stages of buying
How

27. 27
stages of buying
How
of the problem
Awareness
about options
Research
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Buyer 2.0
a.k.a “Hamara Baap"

28. 28
How

29. 01
DELAYS INVOLVEMENT OF
SELLER
02
HIGH RISK AVERSION
03
DEMANDS GREATER
TRANSPARENCY
04
MORE PEOPLE INVOLVED IN THE
BUYING PROCESS
29
Buyer 2.0
01
03
02
INTERNET
MILLENIAL
UNPREDICTABLE
ECONOMIC
TRENDS

30. 30
stages of buying
How
of the problem
Awareness
about options
Research
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
If you can reach the
prospects at this phase,
you have a chance to
influence the rest of the
process!
On what
occasions do
people use your
service / product?
How do you get
information
about such
people?
Use Case Analysis
01 02

31. 31
stages of buying
How
of the problem
Awareness
about options
Research
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Individuals:
• Moved cities
• Dissatisfied with
current connection
• Lost phone + SIM
• Young adults buying
first phone
Businesses:
• Opening new branches
• Hiring more employees
•
01 02
Mobile Connection
Individuals:
• Movers & Packers?
• Stand outside the
competitors outlet?
Businesses:
• Visit branch
construction site?
• liaise with HR?
If you can reach the
prospects at this phase,
you have a chance to
influence the rest of the
process!

32. 32
stages of buying
How
of the problem
Awareness
about options
Research
of options
Evaluation
Negotiation & Purchase
Post-Purchase
Bank Account
Graphic Design
Services
Pressplay Ads
Use Case Analysis
01 02If you can reach the
prospects at this phase,
you have a chance to
influence the rest of the
process!

33. Awareness
33
Uh oh! Trouble!
How serious is the problem?
Who will it affect? Who will it not
affect?
Was it my fault?
What impact does it have on our
business?
Have I identified the problem
correctly? Symptom or Problem?
Can I fix it myself?
Now or later?
Is there more to it than meets the
eye?
Do I need to call in a professional
to fix this?
Will the solution be expensive?
How much time will it take to fix?
Will it get fixed partially or
completely?
Will it recur after fixing? In how
much time?
Problem Definition ++

34. Awareness
34
Problem Definition ++
What you think is going on in
the buyer’s mind
What’s actually going on in the
buyer’s mind

35. Awareness
35
Uh oh! Trouble!
How serious is the problem?
Who will it affect? Who will it not
affect?
Was it my fault?
What impact does it have on our
business?
Have I identified the problem
correctly? Symptom or Problem?
Can I fix it myself?
Now or later?
Is there more to it than meets the
eye?
Do I need to call in a professional
to fix this?
Problem Definition ++
Conversation points
Answer these
questions
Help define the problem
Build trust

36. 36
Research
“Referrals"
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research

37. 37
FEATURE 01
FEATURE 02
FEATURE 03
FEATURE 04
PRICE
PAYMENT TERMS
DELIVERY TIME
W3
W7
W4
W6
W1
W5
W2
Decision Making Criteria
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Criteria Weight

38. 38
How

39. 39
Research
Audi A4 , 35 TDI Premium Sport + Sunroof
BMW 3 Series, 320 D Sports Line
Mercedes-Benz C Class, C 220 CDI Avantgarde
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Top 5 Criteria
Weight (Sum = 100%)

40. 40
Will I get the solution to my
problem?
How many options will I get?
Will I find something nearby?
Will they be too expensive?
All of them seem to be the same?
How do I differentiate?
All of them look different? How
will i compare them apple-to-
apple?
Some of them don’t solve the
problem completely. Do I need a
combination of both?
Some of them have provided
enough information. How
frustrating!
The website looks cheap. Will
their service be up to the mark?
What if one of them has
monopoly and overcharges?
Options and Doubts ++
Research

41. 41
What you think is going on in
the buyer’s mind
What’s actually going on in the
buyer’s mind
Research
Options and Doubts ++

42. 42
Research
Conversation points
Answer these
questions
Help erase doubts
Build trust
Options and Doubts ++
Will I get the solution to my
problem?
How many options will I get?
Will I find something nearby?
Will they be too expensive?
All of them seem to be the same?
How do I differentiate?
All of them look different? How
will i compare them apple-to-
apple?
Some of them don’t solve the
problem completely. Do I need a
combination of both?

43. 43
Evaluationstages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach
01
02
03 04
05
06

44. 44
Proposalstages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach

45. 45
Proposalstages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach

46. 46
Proposalstages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach
Scope of work / Product Options
Exclusions
Price + Validity
Payment Terms
Delivery Schedule
After Sales Contract /
Maintenance Contract
Others (warranty, etc)

47. 47
Proposalstages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach

48. 48
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach

49. 49
How

50. 50
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach
FEATURE 01
FEATURE 02
FEATURE 03
FEATURE 04
PRICE
PAYMENT TERMS
DELIVERY TIME
W3
W7
W6
W1
W5
W2
Criteria Weight
∑ Cn x Wn
Audi A4
BMW 3 Series
Mercedes-Benz C Class
What’s your pick?

51. 51
I think service A is better than B.
But i’m not a 100% sure. What do
I do?
Option A is faster but Option B is
cheaper. Which one should I
select?
How do I decide how much
weight to give to each feature?
One of these seems to be better
than the other but is charging too
much premium. Will they be
ready to negotiate?
Both services claim that they are
India’s #1 brand. Which one is
telling the truth?
Hope and Indecision ++
Evaluation
Both seem to have similar
features. Which one is better?
One seems to be better at feature
A while the other at feature B.
How do I decide?

52. Evaluation
52
What you think is going on in
the buyer’s mind
What’s actually going on in the
buyer’s mind
Hope and Indecision ++

53. 53
Conversation points
Answer these
questions
Help decide
Build trust
Hope and Indecision ++
How do I decide how much
weight to give to each feature?
One of these seems to be better
than the other but is charging too
much premium. Will they be
ready to negotiate?
Both services claim that they are
India’s #1 brand. Which one is
telling the truth?
Both seem to have similar
features. Which one is better?
One seems to be better at feature
A while the other at feature B.
How do I decide?
Evaluation

54. Time for Break
10 mins
stages of buying
How

55. 55
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Price, Terms & Conditions of Sale
Contract
Paperwork
Payment
$$$
Negotiation
Delivery
of service / goods

56. 56
How
01

57. 57
How
02

58. 58
How
03

59. 59
How
04

60. 60
How
05

61. 61
How
06

62. 62
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Price, Terms & Conditions of Sale
Contract
Paperwork
Payment
$$$
Negotiation
Delivery
of service / goods
💔💔💔

63. 63
Certainty & Pressure ++
I think A is better than B. But B
claims otherwise. What if B is
right?
I think A and B are both good
options. I’ll select the one that
offers the lower price and faster
delivery.
Negotiation
& Purchase
I know B is better. Why the f**k is
B not giving me a discount?
If I don’t close in on B quickly,
there’ll be a delay. Let me
negotiate hard and corner them.
B said they’ll speak to their
management and get back. Why
haven’t they gotten back yet?
Was my counter offer poor?
Will I have to settle for A?

64. Negotiation
& Purchase Evaluation
64
What you think is going on in
the buyer’s mind
What’s actually going on in the
buyer’s mind
Certainty & Pressure ++

65. 65
Negotiate !!
Certainty & Pressure ++
I think A is better than B. But B
claims otherwise. What if B is
right?
I think A and B are both good
options. I’ll select the one that
offers the lower price and faster
delivery.
Negotiation
& Purchase
I know B is better. Why the f**k is
B not giving me a discount?
If I don’t close in on B quickly,
there’ll be a delay. Let me
negotiate hard and corner them.
B said they’ll speak to their
management and get back. Why
haven’t they gotten back yet?
Was my counter offer poor?
Will I have to settle for A?

66. 66
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Assessment of Value
Productivity, Image
Technical Assessment
Profitability
Return on Investment
Support
Reports
Tests

67. 67
Buyer’s Remorse
Post-purchase

68. 68

69. Awareness Research
Evaluation
Post-purchase
69
Dropped Customer
Certainty
Pressure 😓
Hope
Frustration 😡
Clarity
Self-doubt 🙄
Determination
Anxiety 😥
Satisfaction
Remorse 😦
Negotiation
& Purchase

70. 70
stages of buying
How
of the problem
Awareness
about options
of options
Evaluation
Negotiation & Purchase
Post-Purchase
$$$
Research
Proposal, Quotation
to find solutions
Collaboration
Selection
of most favoured option
Outreach
FEATURE 01
FEATURE 02
FEATURE 04
PRICE
W3
W4
W5
W2
Criteria Weight
W1PERFORMANCE