5 Buyer readiness stage. All buyers go through a series of stages before reaching the final purchase decision. Some people may be unaware that the product exists, whereas others may be at the point of making a decision. Although the buyer readiness stage does not affect the product offering itself, it certainly does affect the type of communication the firm might need to use. For major capital purchases such as houses or cars, salespeople need to be aware of the buying stage – someone who is still information gathering will almost certainly be scared off by a full-blown sales pitch, whereas someone who is at the decision-making point will welcome the discussion.