What does it mean?

Buying Process

The process potential buyers go through before deciding whether to make a purchase. Although it's been broken it down into many sub-stages to align with different business models, it can universally be boiled down to these three lifecycle stages:

  1. Awareness: Leads have either become aware of your product or service, or they have become aware that they have a need that must be fulfilled.
  2. Evaluation: Leads are aware that your product or service could fulfill their need, and they are trying to determine whether you are the best fit.
  3. Purchase: Leads are ready to make a purchase.

Understanding the Buying Process: From Awareness to Purchase

The buying process is something that every sales professional, entrepreneur, or start-up must understand if they hope to close more deals and grow their business. To be effective in sales, you need to understand the stages your potential customers go through before deciding whether or not to purchase your product or service. Whether you are selling software or coffee, the process is universal. In this blog post, we'll walk you through the three stages of the buying cycle: awareness, evaluation, and purchase.

Stage 1: Awareness

During the awareness stage, leads become aware of either your product or service or that they have a problem that needs to be solved. Your job as a sales professional, entrepreneur or marketer is to create awareness of your offering. You may do this through various marketing channels, including social media, email marketing, SEO, or content marketing. Whatever the channel, your message must be specific and targeted toward your intended audience.

Stage 2: Evaluation

Once your potential customer is aware of your product or service, they move to the evaluation stage, where they consider whether or not it can fulfill their needs. This is where you must provide them with important information about how your product or service works and how it can help them solve their problem. At this point, it's essential to address any objections or concerns they may have. This is where a good sales representative can be invaluable in leading them through the evaluation process and helping them make an informed decision.

Stage 3: Purchase

The final stage is the purchase stage. At this point, your potential customer has evaluated your product or service and is ready to decide. You need to make it as easy and convenient as possible for them to do so. This could be through your website, phone, or in person. Whatever the method, providing a seamless and smooth purchasing experience is essential. Remember to follow up after the sale to ensure they are satisfied with their purchase and encourage future business.


To be effective in sales, you must understand the buying process. By understanding how your potential customers move through the three stages, you can more effectively guide them toward a purchasing decision. Remember that the process doesn't end with the sale; following up and providing ongoing customer support is essential to foster long-term relationships. By providing value to your customers and focusing on their needs, you can build a loyal customer base and grow your business over time.