How Customers Move from Interested to Ready

Interest and Readiness Aren’t the Same Thing

Interest and buying intent aren’t quite the same thing. 

We can often get excited when potential customers show interest in what we’re selling – we’re passionate business owners, and our businesses and what we’re selling mean a lot to us.

Interest can show in many forms; liking your content, visiting your website, even emailing or calling with questions. 

This interest doesn’t automatically mean the potential customer is ready to buy though.

Interest is a signal.  Readiness comes later.

And this is completely normal – regardless of what you’re selling.

It doesn’t mean your marketing engine isn’t working, or the potential customer is trying to waste your time.

Most Customers Need More than One Interaction

People rarely discover a business and buy immediately.

Most customers need multiple interactions before they’re ready to buy. Sometimes it’s a handful of touch points. Sometimes it’s dozens.

The more expensive, important or risky the decision feels, the more reassurance people usually need.

Which is why consistency and clarity are key – because they build familiarity and confidence between your customer and your business.

Because people need these multiple touchpoints before they feel ready to buy, consistency matters more than intensity.

Different Customers Move at Different Speeds

In the past, customers often moved from discovery to purchase much more quickly than they do today.

This quick turnaround concept is practically non-existent in this day and age though.

Some customers are ready to buy quickly.

Some will quietly watch for weeks, or even months, before they’re ready to buy.

Some save content and return to it later.

This is because the modern customer journey, instead of ‘see then buy’, is now more like:

• Sees something on social media
• Watches a YouTube video
• Visits website
• Leaves
• Sees another social media touchpoint
• Downloads lead magnet
• Reads emails
• Watches another video
• Visits website again
• Reads reviews
• Finally buys

Businesses often underestimate how long it takes people to move through these stages – and these are often the stages it takes for buying decisions to happen.

Customers Need Confidence Before They Buy

Confidence is often what moves someone from interested to ready when it comes to buying.

This confidence comes from reassurance.

Reassurance starts with clarity and trust – which is what we discussed in last week’s blog. 

You start with trust and clarity, which create reassurance. Over time, that reassurance builds confidence in both your business and what you’re offering.

Your customers want reassurance that:

• Your business understands them
• The solution – what you’re selling – is right for them
• They’re making a sensible decision

Confidence isn’t usually built through one big thing.

It’s built through lots of small moments:

• Reading a useful post
• Seeing positive reviews
• Receiving a helpful email
• Visiting a professional website
• Watching a video that answers a question they’ve been thinking about

Each interaction helps your customer feel a little more certain that your business is the right fit for them.

Confidence is often built gradually, which is why consistency matters so much.

Staying Visible Helps Customers Stay Connected

Because potential customers will need multiple touchpoints before they’re ready to buy from you – you need to stay visible.

If someone isn’t immediately ready to buy, it doesn’t mean they’re lost as a customer.  It often just means they’re not ready yet.

This is where consistency in your marketing and sales approach is key.

Regular content can help to keep you at the forefront of your customer’s mind. 

Email marketing, social media and useful resources help maintain the steadily blossoming relationship between your potential customer and your business.

Visibility of your business supports those potential customers’ readiness to buy from you.

Think about the last significant purchase you made…

It’s unlikely you bought from a business you discovered five minutes earlier. 

You probably saw them multiple times, visited their website, checked their reviews, watched content or compared options before making your decision.

Your customers are often doing exactly the same thing.

Staying visible isn’t about constantly selling.

It’s about remaining present while people move through their decision-making process.

Make the Next Step Feel Easy

Consistency isn’t the only thing that supports your customers’ readiness.

Making what happens next – the next step – easy and obvious helps as well.

Your potential customers don’t need barriers between them and buying from your business – making it crystal clear and obvious what happens next helps to remove barriers.

This means keeping things simple and low pressure – no one needs pushy, forceful sales tactics shoved in their face. 

Keeping your calls to action clear can also reduce pressure and hesitation.

Make the next step as clear, simple, low pressure and obvious as you can.

Focus on Building Readiness, Not Forcing Decisions

Businesses grow when they consistently build trust, confidence and visibility.

Your goal shouldn’t be to convince people to buy from you.  

Your goal should be to help the right people feel comfortable buying from you.

The businesses that grow most consistently aren’t usually the ones applying the most pressure. 

They’re the ones helping the right people become ready.

Because when customers feel confident, understood and reassured, buying becomes a much easier decision.

If you’d like to review how effectively your business is helping customers move from interested to ready, I’ve created a free Customer Readiness Checklist.

It walks you through seven simple areas that help potential customers build confidence in your business and take the next step when they’re ready. 

Download your free Customer Readiness Checklist below and see where small improvements could make it easier for customers to feel ready to buy.