The Seven Stepping Stones

by karlhourigan on Jan 17, 2011

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Using the metaphor of Seven Stepping Stones, this slide deck presents a simple way to illustrate the buying proces, or path to purchase, for different purchase transactions, from simple to complex.

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Using the metaphor of Seven Stepping Stones, this slide deck presents a simple way to illustrate the buying proces, or path to purchase, for different purchase transactions, from simple to complex.

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The Seven Stepping Stones — Presentation Transcript

The Seven Stepping Stones
On the Path to Making a Purchase

The First Step
Every sale, whether complex or simple, starts with a Desire
(aka a ‘Need’)

The Seven Stepping Stones
A complex sale starts at Desire, and moves to Inquire, then clockwise from stepping stone to stepping stone – but buyers may take one or more steps back at any time on the journey to Buy, and may even return to Desire, to start all over again.

The Complex Sale

Vendors need to have a presence at each stepping stone on the buyer’s path.
As the buyer’s journey progresses, each stepping stone is a little smaller than the previous one, and there is less room for maneuvering, or competitors.

The Repeat Purchase

Repeat Purchase with variation

Preferred Vendor Purchase

Preferred Vendors/Solutions Purchase

Almost a Complex Purchase

The Complex Sale

The Seven Stepping Stones

by karlhourigan on Jan 17, 2011

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The Seven Stepping Stones — Presentation Transcript