The Three Questions Every Buyer Asks

Buying is a process that every one of your customers goes through. Unfortunately, you can’t just skip ahead to the exciting part at the end when they buy from you.

Each customer goes through their own buyer’s journey. As a simplified way of framing this process, let’s explore the three questions that every buyer asks.

1. Why?

The first big question is “why?”. This is the problem awareness stage where your potential buyer is discovering a need to make a change. It could be a positive change they are trying to incorporate in their business, or it could be a need to solve a problem.

They ask themselves questions like:

  • Why am I not getting the results I want?
  • Why do I need to make this change?
  • Why is this important?

Discovering the why in their buyer’s journey is what takes them from being a passive buyer to an active buyer. Once they know the “why” behind their potential purchase, they have the emotional push to ask the next question.

2. How?

The next question is inevitably “how?”. With the underlying desire to make the change in place, now your prospects are trying to figure out the best way to go about it. This is the stage where they are looking for solutions.

They ask themselves questions like:

  • How should I make this change?
  • How are other organizations doing this?
  • How will this affect my business?

These are important questions that lay the groundwork for your buyer to actively research products or services that you might offer. Having sales and marketing content that helps educate on the “how” of your product is critically important at this stage.

3. Who?

Then comes the final question, “who?”. They have a reason to buy, and they know what they want to buy, now it’s time to figure out who they are going to buy it from. This is where sales teams tend to spend most of their time, as this is where buyers are having active discussions with potential vendors.

They ask themselves questions like:

  • Who offers what I need?
  • Who can I trust to make this change?
  • Who provides the most value for the cost?

Your goal in this stage is to be the best “who.” Aligning your proposed offering with their business drivers for the decision. You need to be the firm they can trust, and offer a solution that can help them make their desired change.

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