Understand Your Buyer > How To Convert > Next Step Problem
What is it?
The Next Step Problem is the idea that once someone buys something, it naturally creates a new set of needs, actions or responsibilities. Buying a car leads to insurance, fuel and servicing. Getting a pet means buying food, toys, and vet care. Even signing up for software creates the need for onboarding, training, and implementation. Every purchase triggers a “what comes next?” moment – and if you don’t solve it, someone else will.
Why does it work?
It works because it highlights a hidden opportunity in almost every sale.
Most businesses stop at the first transaction, but customers are often left needing support, tools, upgrades, or related products to make full use of what they just bought. The Next Step Problem explains why buyers can feel stuck or overwhelmed after purchase – and why brands that anticipate and solve these next steps earn more loyalty, more referrals and more revenue.
How can you use it?
You can use the Next Step Problem to build out your follow-up offers, upsells and support systems. Ask yourself, “What will this customer need 5 minutes after buying?” Then offer it. That could be a setup guide, a done-for-you service, an add-on product, or access to a community. Solving the next step creates momentum, trust, and ongoing value – and it positions your brand as the go-to solution beyond the first sale.
Examples
- Car purchase → Insurance, fuel, servicing, parking permits, car wash, breakdown cover
- New pet → Food, toys, bedding, grooming, vet visits, pet insurance, training
- Gym membership → Workout gear, personal trainer, supplements, nutrition plan
- House or flat → Furniture, utilities, cleaning services, maintenance, security system
- Smartphone → Case, charger, data plan, apps, screen protector
See also
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