Maple logo
Free Trial

Maple Blog

Sales Glossary: Buying Process

January 26, 2024 (3mo ago)

The article provides a comprehensive glossary of key terms and concepts related to the buying process in sales and marketing, outlining the stages of the process and strategies for influencing potential customers.

Sales Glossary: Buying Process

Understanding the Buying Process: A Comprehensive Sales Glossary

The buying process is a fundamental concept in sales and marketing that outlines the journey a customer goes through before making a purchase. This process is not just a pathway for transactions but a framework that helps sales and marketing professionals understand and influence consumer behavior. In this article, we delve into the various stages of the buying process, providing a glossary of key terms and concepts that are essential for anyone involved in sales.

The Stages of the Buying Process

The buying process can be divided into several stages, each representing a step in the customer's journey. Understanding these stages allows sales professionals to tailor their strategies to meet the customer's needs at each point effectively.


At this initial stage, the potential customer becomes aware of a need or problem. This realization may come from internal factors, such as a personal need, or external factors, such as advertising or word-of-mouth.


Once aware of the need or problem, the customer starts considering different solutions. They begin researching and comparing various products or services to find the best fit for their requirements.


After evaluating the options, the customer makes a decision and selects a product or service. This stage involves the actual purchase and is critical for sales professionals to provide support and reassurance to the customer.


Post-purchase, the focus shifts to retaining the customer for future sales. This involves ensuring customer satisfaction, addressing any issues, and maintaining a relationship through follow-ups and loyalty programs.


Satisfied customers can become advocates for the brand, sharing their positive experiences with others and thus influencing new potential customers. This stage closes the loop of the buying process and starts it anew for others.

Key Terms in the Buying Process

  • Lead: A person who has shown interest in your product or service in some way, shape, or form.

  • Prospect: A qualified lead who fits your target market criteria and is more likely to become a customer.

  • Conversion: The process of turning a lead into a customer.

  • Sales Funnel: A model representing the journey of a customer from awareness to purchase, visually depicted as a funnel.

  • Customer Journey Map: A visual representation of the customer's experience with your brand across all touchpoints.

  • Touchpoint: Any interaction between the customer and the brand, whether it be through marketing materials, sales interactions, or customer service.

  • Pain Point: A specific problem that prospective customers of your business are experiencing.

  • Value Proposition: A statement that explains how a product or service solves a pain point, delivers specific benefits, and why it's better than the competition.

  • Buyer Persona: A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

  • Customer Lifetime Value (CLV): The total worth to a business of a customer over the whole period of their relationship.

Influencing the Buying Process

Understanding the buying process is only the first step. Sales professionals must also know how to influence this process to guide potential customers towards making a purchase. Here are some strategies:

  • Content Marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

  • Social Proof: Using testimonials, reviews, and endorsements to show that others have had a positive experience with your product or service.

  • Personalization: Tailoring your marketing and sales efforts to the individual needs and preferences of your leads or customers.

  • Follow-up: Keeping in touch with leads through emails, calls, or social media to stay top of mind and encourage them to move through the buying process.

  • Objection Handling: Identifying and addressing any concerns or objections that a potential customer might have about your product or service.


The buying process is a crucial concept in sales that outlines the journey a customer goes through from realizing a need to making a purchase and beyond. By understanding and effectively influencing this process, sales professionals can significantly increase their chances of closing deals and fostering long-term customer relationships. This glossary serves as a foundation for anyone looking to deepen their understanding of the buying process and enhance their sales strategies.