The customer buying process is really quite simple. Whether it’s your everyday consumer or a business owner, the criteria for making a purchase is the same.

You don’t need complicated sales strategies or an elaborate FAQ. All you have to do is answer the two questions everyone asks before making a purchase.

1. What is it?

Nobody is going to buy from you if they don’t clearly know what it is you’re offering. Implied in this question is also “How does it help me?” and “What does it do?”

If you’re selling basic consumer goods, this question will often be glossed, because customers can see and immediately understand the items in front of them. I like this. I want that. Etc. For every other business, you need to explain yourself.

Brands who provide a simple and clear answer to this question will win buyers. If you’re not entirely sure how to answer “what is it,” follow this basic outline.

Be short. If you have to use more than three sentences, you’re probably saying too much. Just provide a statement for these three points:

• What you are
• How you help
• Why you’re better than the competition

This is what buyers need to know before making a purchase. When they ask “what is it,” they’re looking for responses to these three points. Here’s an example.

“Text Request is an online business texting software that drastically improves communications with prospects, customers, and employees by reaching them faster, through their preferred means of communication. It’s simple, inexpensive, and only takes a few seconds to get started.”

Quickly share what it is you are and do with prospects. This will improve your customer buying journey.

2. How much?

This one is even more simple than the first! People want to know how much something costs before making a purchase. Duh. This question is also very easy to answer.

If people can candidly see your pricing options, including shipping, installment, additional users, and any other potential fees, they’re going to be more likely to purchase from you.

About 70% of the customer buying journey takes place before they contact you. People don’t want to start a conversation for something as simple as finding out the price.

Showing people your prices beforehand also makes it easier for non-decision-making employees to share your products and services with their superiors. Because those employees know the two questions their bosses will ask before making a purchase are: What is it? and How much?

Bringing It Together

Gaining new customers doesn’t have to be difficult. In fact, the simpler you can make it for everyone, the better off you’ll be. There’s always a way to make it easier.

Every person asks the same two questions before making a purchase. What is it? How much does it cost? Answer these questions quickly, make the answers seem obvious, and your business will see an increase in purchases.

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