Imagine pulling out that old Chutes & Ladders game, or maybe the Candyland board.  You're going to create the same train-track line with boxes, except each box will be a step in your prospect's path to purchasing your product or service.  Hokey. I know.

You can guess and draw the buyer's path, or you can talk to your frontline folks and collect information from them. Ask them, " How do our customers buy? Do they walk in the door after hearing an ad? Call the phone number they see on our web site or direct mail postcard?"  Let them answer. Listen to what they say. 

Then, ask "What are they feeling and thinking about? What do they ask you first? Who are they consulting? How frequently do they buy right then? How long do they want to think about the decision? Have they done any research? Do they ask technical questions? Do they already have this product or service and they're looking to replace it? What competitor are they considering or comparing us against? What do they fear?"

The more story lines you collect, the more confidently you can diagram your path.  From the moment the prospect became aware of your product, how long before they research or act?  Who else do they consult? Where else do they check it out? Do you provide them research? Consumer Report magazine? Google? The nearest mall? How long do they study your web site according to your web logs? How many clicks do they have to make to buy from you?

This process alone will inspire you to make some changes in how you sell or welcome customers. 
Now you should have the confidence to start calling some good customers and asking them the same questions.  Change your selling process to match their buying process and you're set to win!
NEXT TIME: Evaluating Your Own Web Site, a Quiz