Every week I talk with dozens of business owners and media buyers. The biggest regret I hear from my clients are the large peaks and valleys in their sales cycles. A good month. Three months bad. A good month. Two months bad. They can not find a way to smooth the peaks in the cycle. I ask each of my clients how they are training their customers to buy your product or service.

Most of the time the answer I get is a blank stare. Their companies train employees how to help customers, but do not realize they are also training their customers when buying. The fact is that as a business owner, manager or marketer can train your customers to buy your product or service. Without realizing it, may be the formation of its customers not to buy from you. If you are in a sales cycle that has large peaks and valleys in it, consider the following three ways to train your customers to buy from you within more reliable.

1) Stop having sales. You read that correctly. Do not have sales. I understand that, if people are not buying from you the natural inclination is for companies to cut prices to try to attract more customers. However, sales of enabling its customers to buy only when there is a sale. If you have sales very often, customers simply have to wait to buy until the next sale and you will have lower profit margins as a result. These peaks in the buying cycle start getting higher as a result.

2) Stop focusing on buyers today. There are four stages in the buying cycle: attention, interest, desire and action. People who are in the process of care are the people who may have just purchased a product and not be on the market again for about ten months to a year. Although not in the market for your current product, you want to be kept in mind because you want to buy from you again when you are back on the market.

The second phase of the step is buying interest. People in the phase of interest are the people who are six to nine months to make a purchase. Although not on the market today, these people are aware of a product you have and are entertaining the possibility of buying it. The third stage of the buying stage is desire. People at the stage of desire are one or two months away from making a purchase.

They want the product you have. Now they are looking actively brands, features and benefits to determine which particular model is the case of purchase. The fourth step is action. People in the action stage are less than one month of purchase. They want their product now. Your advertising and marketing efforts should be executed with each of these four stages in mind to buy.

Talk to prospective clients in each of these stages of the process because people who are not in the market for your product today will be in the near or distant future.  Make sure each of these buyers know where to buy when they are on the market and is ready to do so.

3) Stop focusing is transactional buyers. Buyers transaction are as loyal as the lowest price. Van to drive 50 miles to save ten dollars, even in a time of three dollar gasoline. You will receive more traffic transactional buyers, but you get a lower profit margin to meet the price at which they will buy. Transactional clients are buyers once. You never can give a second chance to sell to them.

Instead, you should put your focus on relational customers. Relational Buyers will repeat purchases because they trust you. Buyers do not match relational traffic transactional buyers, but profit margins are larger, simply because you do not have to lower their prices to make a sale. Relational Buyers will pay a few dollars more for their products, because the penalty for those who know they will deal fairly time. You do not have to work so hard to sell.

If you are in a sales cycle that has large peaks and valleys and want to flatten them, train your customers to buy from you whenever you are in the market. Train your customers that you are there when they need you and be there when needed. And leave the sales get off the roller coaster cycle.