Three Phases of the Customer's Buying Cycle

  • By Team Mosspaper
  • 09 May, 2016

When business owners talk about what their day-to-day operations are like, you often hear of the sales cycle: the process of steps between identifying potential customers and actually selling a product or service to them. The complementary counterpart to that is the customer's buying cycle. This refers to the sequential series of steps a customer takes between the time they begin shopping around for something and actually committing to purchasing it. Understanding this cycle will help you structure your marketing and sales strategy around what your customers want and will respond to.

The customer buying cycle can be broken down into three stages: awareness, interest and purchase. Awareness describes the point at which your customer first learns of who you are and what you are offering to them. Interest is when a customer begins to see your product or service as something they might want to buy - this consideration comes from the belief that it fits their needs or wants in some way. Purchase involves the final evaluation of your product - this is where customers will ultimately decide whether or not they want to buy what you have to offer. Most sales pitches are made in this phase. Understanding a customer's needs in each part of the buying cycle will go a long way towards helping your business attract and retain customers.

1) Awareness

This is when customers first become aware of you, and by extension it is the first impression they will ever have of you. Your advertising and marketing team likely focuses on this part quite a bit, as creating a sense of brand awareness is what allows a business to market itself to a new demographic. If a brand tries to cultivate a semblance of luxury and refinement, everything about the way they market themselves to new customers will reflect this. SEO (Search Engine Optimization) Optimization is also utilized during this phase - a potential customer who is previously unaware of your brand will better find your company and everything that it offers if the keywords on your website better reflect what your ideal customer might be looking for.

2) Interest

This is the phase where customers have explicitly or implicitly stated that they want the product or service on offer, but have yet to commit to any kind of a purchase. This is the phase where you inform your customers of what you offer them, and how you can better serve their needs. Companies targeting this phase of the buying process will offer their potential customers all the information they need to settle on a decision. Furthermore, this is where businesses can tailor their product and/or services to fit what their ideal customers want.

The other half of exploiting this part of the buying cycle lies on the customer's end - that is, what other people have to say about your product. For instance,  you're looking for a product that fills a specific niche. You find something that looks like it might fit, but you know nothing of its quality or reliability. Offering customer and industry testimonials praising what you offer will go a long way towards convincing your potential customer that you are the right choice for their specific needs. 

3) Purchase

While this phase does include the actual purchasing of a good or service, it also encompasses the final evaluation of your product. What differentiates this from the interest phase is that the customer is now receptive to a more in-depth understanding of what you are providing. They have demonstrated that they are not only interested in what you offer, but have given a direct signal that they want to buy from you. This is your opportunity to quite literally seal the deal.

Car dealerships understand this part of the process well - the purchase phase begins when customers sit down to actually negotiate the payment of a vehicle and every term and stipulation thereof. Not all customers actually buy, but by sitting down to negotiate a payment, they have indicated that they have moved beyond a mere interest in a car and are now showing an intent to commit. The sales team is usually involved in this part of the process, and how you match your product to their needs as well as providing a good deal will determine whether or not you make the sale.

As a business owner, you may not be able to control every aspect of the customer experience, but you can provide enough information to your customers where it's easier for them to make a purchase. With more awareness of the customer buying cycle, you can update your marketing and sales strategy to help you drive more business.

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By Team Mosspaper 26 Jun, 2017

With so many online resources, yоur customers has a lot of information about your business before they decide to become your customer. It can be a lengthy process and a bit more complex than ѕіmрlу saying; "I need tо purchase something and I know precisely from who". 

The customer buying cycle is defined in 3 steps. First, you have awareness which can be described as the moment the customer sees your product while there is a need for it. Second, there is moment of consideration where they are evaluating your product or services for a possible purchase. Lastly, the final step is purchase, where the buyer makes a purchase.

Here are some ways to market to these buyers:

1) Awareness

Having an online presence such as a website that describes your product and services will help your buyer find you. It’s always good to have testimonials to provide credibility as well as recommendations through sites such as yelp or google business.

2) Consideration

When your customer has found you,  it’s best to introduce your product as a solution to a problem the buyer may be having. The buyer is trying to see if your offering can meet their challenges and how you will be doing it.

Having a quote or contract that describes your methodology with a breakdown of costs associated with how you will be address their needs will be beneficial at this stage. describe the value the buyer will be receiving if they choose you as a vendor and include reviews or customer references.  

3) Purchase

The buyer is ready to be your customer. If the customer requires more time, you should consider giving them a discount or coupons.  Having a simply way for them to agree to your terms through electronic signature and payments will be helpful to ensure you close the deal quickly.

By Team Mosspaper 14 Jun, 2017

Successful businesses maintain good habits and it is one of the reasons why they managed to be where they are now. Habits they have picked along the way, such as good   contract management , has helped them get to where they are at the moment and take their business to the next level. The bad news is that there are small businesses that don’t have any good habits at all. The good news is that they can start changing their attitude and practices in order to develop good habits.


In a highly competitive landscape, it’s important and vital to make sure you ensure good habits are enforced so your business continues to thrive. Here are some good habits that can help small businesses include:


1)   Focusing Your energy

To ensure you utilize every minute and hour of each day, it’s important to learn how to focus on the most rewarding tasks. Take care of the low hanging fruits first. Review your list of things to do and evaluate which task you can do now that will bring forth the most value to your customers and team. Give each task a percentage of impact and ask yourself what are the top 3 things I can do that will benefit my business the most.


2)   Prioritize

Ask yourself what is the most important thing you need to do today in order to set a foundation for your business. It’s always important to think about how something can help you to increase revenue or reduce your operating cost. The vital part of any business to knowing when you should create a strategy for long term goals while balancing short term objectives. Most businesses have 3-5 simple objectives they want to accomplish each quarter. Everything else you do should coincide with those objectives. Never lose sight of the goals you have set out for yourself. Once you have a goal in place, work each day to get closer to those goals.


Having ways to measure performance or data analytics in your business helps you prioritize your business. Based on that data, you can start to formulate patterns and understand what works and what doesn’t. Focus on what works and continue to improve business workflow to ensure your success.


3)   Create Task and Execute

With each of your goals or objectives, it’s essential to follow through to ensure long-term success. Most of the time a goal has a few steps in between until it’s completed. Write it all down. Sometimes, it helps to work backwards if there are dates involved. Write down and revise as needed. With each task, you get closer and closer to where you want to be.


The use of software to streamline task and follow up is very useful in situations where there are a lot of repetitive, mundane work. Try to look for solutions like Mosspaper, a quote and contract management platform, to help you execute your business goals in a more orderly fashion. Mosspaper focuses on different aspects of your business such as operations, finance, and sales. With built-in workflows, it helps you consolidate the management of your team’s workload all in one platform.


4)   Positive Mindset

Being happy and having a positive mental outlook can help with any situation. It is always said that you don’t have control with external factors, but you do have control over how you handle situations. With positive thinking regardless of what you are going through, you will continue to work through situations and reach your goals. A great attitude for success and having gratitude can go a long way.  If you understand what you’re trying to achieve and have patience with the process, you will be ahead of the rest.


It’s important to have good habits to succeed as an entrepreneur or small business owner. There are many different ways to get to where you want to be. Having disciplined habits can make or break your company as you face the challenges limited time and resources on a daily basis. Working smarter is always better.

By Team Mosspaper 12 Jun, 2017

For any interior designer, being able to provide accurate and effective sales quotes to your clients can be one of the best ways to drum up recurring business. When you are able to give your clients something that they can actually understand and feel comfortable with paying, you give off a far more professional approach and style. However, being able to give quotation services that are accurate and detailed can be quite tricky, and for many interior designers it can be easier to just stick to the basics. Here are some of the best ways that you can start changing your mindset and increasing the quality of work that you provide by using a value-based quotation system.

Here are some of the best ways that you can start changing your mindset and increasing the quality of work that you provide by using a value-based quotation system.

1) Provide a Work Summary

It’s always important to make sure that your clients are able to get a summary of the upcoming job so they can always refer to what is going to be taking place. This will be a list of goals that are to be achieved throughout the process; include key benefits within the work summary and an overall price of the job as a well. Dealing with part of any quote management system can be tough for an interior designer, but looking for software packages that help you manage this – for example, we recommend checking out Mosspaper – can be a massively beneficial way to keep things flowing.


2) Include Suggestions

One thing that always helps your clients out is to give them easy feedback and suggestions as to what they could improve moving forward; by having this within the quotation you are providing a bit more authority and helping them see things they maybe would have missed themselves. This helps to build extra trust between you both and makes your sales quotes a bit different to the rest.


3) Itemize Your Pricing

You need to make sure that your clients are able to see why the price is the way it is. If you can give them a fully itemized list to help them see what their money is paying for, the quote will feel far more authentic. Some designers aren’t comfortable doing this, but it’s an absolute must. Again, Mosspaper can help you do this. The administrative side of the software is excellent and will make creating references to items being used on the job so much easier.


4) Include Terms & Conditions

You always need to have the right legal information included with a quotation – especially in something as expensive and serious as interior design. Please make sure that your quote includes the terms and conditions section so the clients really understands what is required of them. Mosspaper can help you audit track all documents like this so you can be sure that the client reads and agrees to everything that is mention on the sales quote.


5) Provide References

Lastly, make sure that you provide some kind of reference to your potential client with a quote. This adds such an extra layer of value to proceedings and will really go a long way to help you become a favored option for the job. If you want to benefit from getting more work and the best kind of jobs, then working towards a value-based quotation system can be the best way to go.


As an small business, it's important to make sure you provide customers with the right information in an organized matter. It makes it 10 times easier on you in the end. Thus, it's imperative to provide your customer with a value-based quote when you start working with them. Professionalism, attention to detail, and thoroughness goes a long way.

By Team Mosspaper 24 May, 2017
Here are some feature highlights:

1) Favoriting

Reduce the creation time of a quote or contract by 50% with favoriting. You can now add any quote or contract to your favorites by clicking the heart icon.  Your favorites are saved to the "favorites" folder so you can easily find them again. You can categorize all your templates by creating different collections and saving as many documents as you like to be reused. 
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