Part 3: The Decision and Action Stages

The Buyer’s Journey Part 3: The Decision and Action Stages


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Buyer’s Journey: The Decision and Action Stages

This is the part we’ve all been waiting for! You’re marketed your business successfully and focused your efforts on, sales-qualified leads. It’s time to get those sales numbers rising.

Decision Making

You’ve worked hard to turn your prospects into leads, but the job isn’t done yet. You need to take advantage of the tools and opportunities available to ensure you don’t miss out on customers in the final moments.

Primary Tools

  • Sales Pages

This is a page on your website designed to inspire prospects to move further along in your buying cycle. These can include videos, images, written content, offers, information, and more! The most important goal is to convince your prospects that they need to click on a call-to-action button and either make a purchase ASAP or move to the next stage in their purchase process. If it’s an eCommerce website, some may add items to their cart but feel like they need time to consider, only to forget about them later. While there are ways to remedy this distracted buyer syndrome, through reminder emails, remarketing ads, or pop-ups, it’s best to avoid it entirely and have the customer complete their purchase. In the case of a non-eCommerce website several eye-tracking tools can be applied to monitor the user behavior on a page and the related bounce rate to determine, how to best structure your landing pages for higher sales lead to sales conversions.

  • Free Consultations

Most websites offer free consultations or a call to action to request an estimate. However, if you provide a complicated, high-priced, or other premium service, customers may be hesitant to move forward without speaking to an expert. This is an excellent opportunity for you and your team to flex your sales muscles and prove you have what your prospects want. Be sure that this service is easily available to your, sales-qualified leads, but not leads or visitors who are further behind in, the buyer’s journey. This is especially important if your consultations are time-consuming and in-depth. You don’t want to spend your time and energy with leads that are in the Attract stage and may still need to continue to build trust and gain clarity on their needs.

  • Trust Signals

If you are familiar with online shopping or web browsing, you will probably recognize some if not all of these images. These are trust signals that serve to make your customers feel more secure when purchasing through your website. They can promote the cyber security systems you have in place, any guarantees you offer, or business partners that customers may be familiar with.

  • Promotions

Everyone wants to save money, your customers included. You can encourage them to buy through sale promotions. Use your marketing channels to promote discounts, special items, or other features. This encourages sales, highlights your products, shows that your business is constantly updating, and refreshes your customers memories of you so you remain top-of-mind.

  • Free Trials

While we are on the topic of saving money, free trial periods are a way to get your customer invested in your product or service in a risk-free way. Typically, this will give your prospects time to test your offering and make sure that it fits their business. At the end of the trial period, they will be able to decide if they want to invest.

  • Demos

Similar to free trials, demos are another way to get your product or service in the hands of customers. Whether you provide a trial-size version of your product or give a brief demonstration of your services, you can showcase the benefits of your offerings. 

  • Email Marketing

This can be used throughout, the buyer’s journey, but it’s important to tailor each email to its respective stage in the process. For the decision phase, be sure to capitalize on your offerings. Link to your free trials, demos, promotions, and consultations. Build on the momentum you’ve created throughout the journey so far to make these emails the final push needed to convert prospects into customers.

Taking Action

Once your prospect has identified they want to partner with you, they will move into the action stage. With their intent to either review a solution/ proposal, sign an agreement, or make a purchase you will need to make the transaction clear and intuitive.

Primary Tool

  • Automated Agreement System or Payment System

You’ll have a variety of options when it comes to closing the sale and automating via a quality payment system. If your site was built through an eCommerce platform, you may already have a payment system built-in. You’ll want to weigh the pros and cons of your options when it comes to pricing, acceptable payment methods, or other features as well as check for reviews from other users to find the proper payment system for your business. Focus on finding a service that not only works for your business but works for your customer as well. Is it easy and intuitive for customers to use? An end-to-end payment solution built to deliver a more delightful and connected buyer experience is the way to go.

Once you have decided on the product you would like to use, be sure to run it in trial mode for different card types to make sure that everything is working as intended. You don’t want any unforeseen issues to cause you to lose business.

Some of our favorite tools for this stage of the buyer journey are proposify, DocuSign, Shopify Payments, Stripe, Hubspot Payment, Chase, PayPal, and

If you serve B2B businesses without eCommerce functionality, you’ll need to go through the purchase/agreement process manually. Despite this, you’ll still need to create a similarly streamlined process to encourage customer delight. Your brand image doesn’t stop at the keyboard, so you want to ensure you’re always striving to create that positive impact throughout this process with the tools available to you.

Preparing for the Final Step

You did it! A stranger made their way through the buyer’s journey and became a customer. Pat yourself on the back but don’t log out quite yet. The buyer’s journey isn’t over. Don’t worry though, this next step is the grand finale and helps to improve your brand image!

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