From the buyer’s perspective, buying is a process as well. This is what makes selling complex solutions to customers time consuming.

The 5 phases of the buying process are:

  • Phase 1: need recognition, problem awareness
  • Phase 2: information search, issue RFI / RFO
  • Phase 3: evaluation of alternatives; manage risks of purchase
  • Phase 4: purchase, including negotiation and contracts, as well as receiving delivery of the solution
  • Phase 5: post-purchase evaluation