The buying process is pretty much the same when we buy/acquire/purchase anything. I am sharing with you 4 examples to take you though the buying process steps for each example: Upgrade business server, buy a new car, move your kid to a new school and change your mobile phone operator. The stages are the same in all cases .. read and enjoy and if you need me to develop the steps for any other case just give me a shout ... I'm always there and ready to help

1. Buying is a process that we all go through every day. The steps are exactly the same. In this article I am
giving you 4 different examples of people "buying" things; It is what happens in the buyer's mind before,
during and after the buying operation is done.
Case #1: Upgrading your company's server.
Buying process steps Upgrade servers
1. Pain is felt. Customer complaints are increasing, my boss is freaking
out.
2. Need is realized. Our servers need upgrade
3. Buyer begins to rationalize his/her buying
decision (Business case + funding).
 Our business is growing; last upgrade was 2 years
ago.
 New SW is installed; it is slowing down the system
leading to customer long queues.
 We have good reasons to ask for budget.
4. Buyer seeks Information: friends & peers ,
Internet, exhibitions …
 I will form a team to look into the server’s capacity.
 There is an IT exhibition, I should attend it.
 Asked my guys to look into the latest
announcements from HP, DELL and IBM
5. Buyers shop around, I asked HP, DELL and IBM to provide us with proposals to
upgrade our server.
6. Evaluates alternatives.  People are talking about a new operating system
that is cheaper to run! Maybe we should consider
that.
 There is a new direction in database technology; “In-
memory” database, shall we give it a try?
7. Buyer thinks of the consequences of
his/her decision (manage risks).
 Maybe it is not a good idea to change now.
 If we change we will improve the speed
dramatically, but we will need to re-train our guys
8. Buyer reaches a full picture of what
he/she wants to develop specs.
 We will upgrade our system without any change to
the environment.
 We took into consideration 3 years growth
 We developed the specifications.
9. Look for vendors.  Who is representing HP, DELL and IBM in our
market?
 Who has a large no. of happy customers.
 Do we know what other companies like us did?
Where they bought from?
10. Select Vendor. Taking price, specs, and local representation in
consideration, I think we should go with ABC.
11. Negotiate. Call the vendor and ask for extended warranty and
additional training.
12. BUY! Issue the PO and let us proceed with preparation for the
new project.
13. Feel the “buyer’s remorse”  If we paid that much, maybe we should have
included YYY system upgrade as well.

2.  Maybe we could have asked for a 24X7 instead of
11X5 maintenance
Case #2: Buying a new car
Buying process steps New car
1. Pain is felt. My car fails all the time; very disrupting.Have to take it
to shop, rent a car, etc..
2. Need is realized. My car is 10 years old, need a new car.
3. Buyer begins to rationalize his/her buying
decision (Business case + funding).
 Maintenance cost last year alone is enough for a
down payment of a new car.
 There are great offers from lease companies.
 Our family is growing, I could by an SUV.
4. Buyer seeks Information: friends & peers ,
Internet, exhibitions …
 I will call FFF to ask him about his/her new car.
 I receive so many offers on my phone, let me call
these dealers and inquire about them.
 There is a car show coming soon, I should visit it.
5. Buyers shop around, I visited Hyundai show room, tomorrow I will check
Toyota.
My friend FFF loves his/her Nissan, not so sure about
that, but maybe I should visit their showroom as well.
6. Evaluates alternatives.  Shall I buy cash or lease?
 My friend DDD is recommending to buy a used
Mercedes instead of a brand new Hyundai.. not a
bad idea!
 Sedan or SUV?
7. Buyers thinks of the consequences of
his/her decision (manage risks).
 Used Mercedes? Good prestigious car but no
Warranty.
 SUV is a good option, but the fuel consumption is
HUGHE!
8. Buyer reaches a full picture of what
he/she wants to Develop specs.
 Finally I reached a decision.
 New Toyota model TTT.
 I will go for a 3 years leasing agreement.
9. Look for vendors.  Toyota official dealer’s price is a bit higher than
mainstream dealers.
 They have a great workshop though.
10. Select Vendor. I will go with Toyota official dealer, will arrange with the
bank for the lease.
11. Negotiate. I think I can get the bank to reduce their commission
from X to Y ..
12. BUY! Done! I have a brand new car, good bye mechanics!
13. Feel the “buyer’s remorse” Maybe I should have bought a used Mercedes, there
are great offers from MMM dealer and they are in mint
condition 

3. Case #3: Changing your kid’s school
Buying process steps New school
1. Pain is felt. I wake up very early to drive my kid to school. Traffic is
killing me!
 Need is realized. My kid school is so far, need a closer school.
 Buyer begins to rationalize his/her
buying decision (Business case +
funding).
 New schools are opening around us.
 My kid and I spend 2 hours every day in traffic.
 Our new HR regulations allows for schooling
support.
 My neighbors have their kids in near schools and
they are happy.
 Buyer seeks Information: friends &
peers , Internet, exhibitions …
 I will call my friend FFF, her kid goes to Mamma
Mia School and she is very happy.
 Google maps can tell me the schools in my area.
 Buyers shop around, I have 4 schools in the radius of 5 miles around our
house, I will make a plan to visit them this week.
 Evaluates alternatives.  Do I move my child during the schooling year or
wait till New Year.
 Since it is a move, why don’t I enroll him/her in IB
program?
 Maybe I should hire a driver and keep my kids as
he/she is!
 Buyers thinks of the consequences of
his/her decision (manage risks).
 My kid has friends in this school.
 Yeah, but he will make new friends in no time, it is
actually a character building experience.
 What if he/she did not like it and his grades go
down?
 Buyer reaches a full picture of what
he/she wants to develop specs.
 I talked to my kids, he/she likes the idea.
 IB program opens new horizon for my kids
university education.
 Will proceed with the move.
 Look for vendors.  Two schools are short listed.
 I will visit both of them and inquire about the fees.
 I will do a complete evaluation (meals,
playgrounds, extra-curricular, etc.)
 Select Vendor. I decided on Mamma Mia school.
 Negotiate. They will give me a discount if I volunteer 2 evenings
every week. I need to get out and have more activities
in my life.
 BUY! Done! So happy, new long drives, the kid and I are
getting longer hours at home for study and relax.
 Feel the “buyer’s remorse” Uh oh! What have I done ? maybe volunteering the
brightest idea 

4. Case #4: Changing your mobile service provider.
Buying process steps Mobile phone
2. Pain is felt. My mobile phone bill is VERY high
 Need is realized. My Telco provider rates are high, need to change to
another one.
 Buyer begins to rationalize his/her
buying decision (Business case +
funding).
 My provider does not have new offerings.
 My provider’s call center guys keep me waiting
forever.
 There is a new player in Telco market, they will
have great offers when they launch.
 Buyer seeks Information: friends &
peers , Internet, exhibitions …
 I will ask my friends, one by one ..
 I will Google the three providers and see who has
the best offer.
 Buyers shop around,  I will visit the new provider; they have a new
shop that looks great.
 I checked with my current provider about
consuming my reward points before I leave.
 Evaluates alternatives.  My current provider is shaking; they are willing to
give me special programs.
 But the new provider has a great Data offer, free
internet for 6 months.
 BBB provider has a switching offer with a free
IPhone!
 Buyers thinks of the consequences of
his/her decision (manage risks).
 If I move I will lose my reward points, I have
thousands.
 If I switch I will get a free phone, latest IPhones
are great.
 The new provider is including so many benefits, I
am confused.
 Buyer reaches a full picture of what
he/she wants to develop specs.
 I think I will stay as I am and maximize the
benefits.
 I will go and meet an account rep and squeeze
them for more benefits
 Look for vendors.  No need to change, I am better off staying with
my current vendor.
 I have been a customer for 9 years, I have 50,000
points.
 Select Vendor. As is!
 Negotiate.  I want AA and BBB
 I want a Platinum status so I do not wait in line
when I visit the branch
 I want the Platinum pricing and free internet for
6 months
 BUY! New contract is signed.. I am the king of the world!
 Feel the “buyer’s remorse” My friends who signed up for the new provider

5. received a ton of gifts and benefits … Maybe I
shouldn’t have rushed into a contract renewal 