Buying Process

What is the Buying Process?

The buying process is the formal series of steps organizations follow when making purchasing decisions—from recognizing a need to finalizing a purchase.

Unlike the buyer journey (which describes the prospect's experience), the buying process is the structured, often documented procedure companies use to make purchasing decisions.

Typical Buying Process Steps:

1. Need recognition
2. Supplier search
3. Evaluation and selection
4. Procurement/contracting
5. Implementation

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Why the Buying Process Matters

Sales Cycle Management

Understanding the process accelerates deals.

When you know each step and how long it takes, you can:

• Forecast more accurately
• Identify where deals are stalled
• Proactively address bottlenecks
• Align your activities with their process

Stakeholder Identification

The process reveals who needs to be involved.

Complex purchases involve multiple stakeholders. Understanding the buying process helps identify:

• Who needs to be involved
• When they get involved
• What criteria they use
• How decisions get made

Deal Risk Assessment

Process complexity indicates deal risk.

Risk Indicators:

• Undefined buying process = higher risk
• No clear decision-maker = higher risk
• No formal procurement needed = lower risk (and faster close)

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Typical B2B Buying Process

1. Need Recognition

Someone identifies a problem or opportunity.

Triggers:

• Business challenge emerges
• New initiative or strategy
• Budget becomes available
• Executive mandate
• Compliance or regulatory requirement

Sales Implication: Engage early to influence problem definition and solution criteria.

2. Supplier Search

Finding potential solutions and vendors.

Activities:

• Research online (Google, review sites, LinkedIn)
• Ask for referrals and recommendations
• Issue RFPs (for larger purchases)
• Attend conferences and events
• Shortlist potential vendors

Sales Implication: Ensure visibility when prospects search (SEO, review sites, content marketing).

3. Evaluation and Selection

Comparing solutions and selecting a vendor.

Activities:

• Demos and product evaluations
• Reference calls with existing customers
• Proof of concept or pilot programs
• Technical and security reviews
• Stakeholder alignment and consensus-building

Sales Implication: Guide evaluation, provide evidence of value, help build internal consensus.

4. Procurement and Contracting

Finalizing terms and completing purchase.

Activities:

• Negotiation of pricing and terms
• Legal and contract review
• Procurement approval workflows
• Budget finalization
• Purchase order issuance

Sales Implication: Support procurement with needed documentation, respond quickly to requests.

5. Implementation

Deployment and adoption of solution.

Activities:

• Onboarding and training
• Technical implementation
• Change management
• Value realization
• Ongoing support

Sales Implication: Smooth handoff to customer success team; implementation success drives expansion and renewal.

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Buying Process Complexity

Simplified Buying

Low complexity, fewer stakeholders.

Characteristics:

• Single decision-maker
• Under defined budget threshold
• Off-the-shelf solution
• Minimal integration needed
• Clear ROI

Sales Approach: Direct, fast, focus on the decision-maker.

Complex Buying

High complexity, many stakeholders.

Characteristics:

• 6-10+ stakeholders
• Formal procurement process
• Custom solution or significant integration
• Legal and security review
• Multiple vendors compared

Sales Approach: Consultative, multi-stakeholder, long-term relationship building.

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Managing the Buying Process

Process Discovery

Understand their specific process.

Discovery Questions:

• "Walk me through your buying process for this type of purchase."
• "Who else needs to be involved?"
• "What are the evaluation criteria?"
• "What does the approval process look like?"
• "What's your timeline for making a decision?"

Stakeholder Mapping

Identify and engage all players.

Stakeholder Types:

• Economic Buyer: Controls budget
• Technical Buyer: Evaluates fit
• User Buyer: Will use the solution
• Champion: Internal advocate
• Blocker: Opposes the project

Process Acceleration

Help them move faster.

Acceleration Tactics:

• Provide all needed information proactively
• Support their internal selling efforts
• Address procurement requirements early
• Create urgency with timelines
• Remove friction from the process

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Key Takeaways

• Buying process = formal steps organizations follow to purchase
• Steps: Need recognition → Supplier search → Evaluation → Procurement → Implementation
• Understanding the process helps with forecasting, stakeholder ID, and risk assessment
• Complex buying involves 6-10+ stakeholders; simplified involves 1-2
• Discover their process through questions: "Walk me through how you'll make this decision"
• Map stakeholders and their roles early in the process
• Support (don't fight) their process to accelerate deals
• Smooth handoff to implementation drives expansion and renewal

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Sources:
- Gong - The Buying Process in B2B Sales