If you want to make a pie or lasagna or biscuits, you can’t get it done more quickly by skipping a step in the process. All steps are necessary and they mostly have to be done in order.
But good cooks know how to increase the speed of their cooking. How? By removing waste from the the process.
Some of the ways they remove waste are by:
- making sure all their utensils are clean and stored in the right place so they have quick and easy access to them
- buying all the ingredients beforehand so they don’t have to run out to the store for “one more thing”
- becoming familiar with a new recipe before they start. Or by making it more than once so they know what to expect and don’t have to think about every step
- pre-heating the oven so it’s ready when they are
It’s similar for buyers and their buying process. They have to move through each stage. And you can help them move more quickly by removing waste, by reducing friction in the process, by making it easier for them to move forward. Removing waste in the buying process includes making it easy for buyers to find the information they want and to get their questions answered at each stage.
But that’s not the whole story for helping buyers move more quickly. Buyers are people, not ingredients in a recipe. They think and they feel. They value some things and not others. They have fears.
To help buyers move more quickly, you also have to increase their motivation. You can create value, things they want. And you can remind them of their fears, what they don’t want.
When do buyers take action? When their path is smooth and when they are highly motivated.
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