Are You Catering To Your Customers In All Stages Of The Buying Process?

I mentioned the four stages of the buying process several months ago. These stages include:

• Need/Want Recognition
• Information Search
• Evalutation
• Purchase

Most online retailers, including at least 90 percent of my clients are reaching customers in the purchase phase of the buying process. If you’re one of these online retailers, this means that you are only reaching those people who have already decided to purchase your product.

But what about everyone else?

The people in the need recognition stage have realized that they have a problem or need, but do not yet have a solution. So what are they looking for is possible solutions to their problem.

For example, an expectant mother knows she is going to need to diaper her new baby. so, she decides to look for diapering solutions online.

Naturally, she will find information about disposable diapers — and also cloth diapers.

As a cloth diaper seller, you firmly believe that cloth diapers are a better choice, and you also know that thousands of other cloth diaper sellers are competing with you for sales.

So, what can you do to attract this new mom, who has just discovered cloth diapers — and has now moved into the Information Search phase of the buying process?

Capturing The Information Searcher: You already have a product sales website. Now, you need an information website, preferably a weblog. Why? The weblog will enable you to quickly and frequently add information to your new website about why one should use cloth diapers, which cloth diapering options one should choose, and why your cloth diapering products are the best (naturally!).

Now you’ve convinced the new mom that cloth diapers are the way to go. She is ready to move into the Evaluation phrase. What happens here? Most likely, she will consult with friends in real life, on message boards and other social networks to find out which cloth diapers are really the best. How do you influence her decision at this stage?

Serving the Evaluator: Start an affiliate program. The more affiliates you have promoting your products, the greater chance you’ll have of running across this new mom. Post to message boards where new moms are members, with a link to your weblog in your signature line (making sure to follow the message board rules). Include your link in your email signature. Make sure your blog has an RSS feed, so you’ll be indexed by blog search engines. Exchange links with other cloth diaper information site and cloth diaper sellers. (The best way to do this is to join each other’s affiliate programs.)

So, new mom’s friends have convinced her that your products are the best. What now? Well, you’re right back where you started, except now you have a new customer, ready to buy your products.