Buyer’s Journey is a framework for marketing strategies that are growing to be increasingly important. If you get this right, your sales will soon begin to skyrocket.
It teaches you how to foresee the buyer’s journey, quite literally. You should be keeping a close eye on all events that take place before the intent of purchase. Buyers generally start their shopping spree with something they needed to buy and in the process, make spontaneous purchase decisions that solve their needs.
Buyer’s Journey – Introduction
The Buyer’s Journey is a process by way of which purchasers gain insights, reflect, and finally make a decision of whether or not to buy a new service or product. These are typically the 3 steps that constitute the process of a Buyer’s Journey. In the Awareness stage, a purchaser realizes they have a problem. And require a product or a service to solve it. This then proceeds into the second stage, which is the Consideration stage. This is where the purchaser attempts to evaluate and define their problem and does research to solve it and the final stage is the Decision stage where a final decision is made and a definitive solution is at hand.
The Buyer’s Journey though comprising of only 3 clear-cut steps has a lot of intricacies to it. Going through this whole journey can be essential in drafting your side of the Buyer’s Journey as a salesperson.
Buyers generally are looking for extra information that they generally will not be able to find online. Thus, a salesperson should ideally tailor their sales processes to align with the context of the buyer so as to work its way into the Buyer’s Journey. Giving the entire buyer’s journey a thought well before the process of sales begins. Which can be highly beneficial and help drastically in increasing your profits.
In short, a Buyer’s Journey comprises deciding whether or not to buy from your organization or business. Though the process is of 3 steps there usually exists a more zigzagged and non-linear hint to this. Because sometimes your buyers find some answers and then give up or get distracted with other issues. Thus, it is important to critically analyze each stage in this 3 step process of the Buyer’s Journey. And formulate answers to a few pertinent questions in each stage in order to set up a robust underpinning for your buyer’s journey. This will ensure you subtly push your buyers towards you rather than pull them towards you. Some of these questions are:
Stage 1: Awareness
Since the purchasers are still in their identification stage, they are also prioritizing their needs and wants. Thus, a few questions to be considered are how buyers prioritize such goals and challenges, what the effects of inaction could be, and what the common misconceptions are when looking to address the issue at hand.
Stage 2: Consideration
Here, a buyer would be sifting through the various options available to them. And simultaneously evaluating them in comparison to each other to figure out the best solution. Thus a little thought could go into questioning how purchasers educate themselves in different categories. A buyer’s perception of the said pros and cons consequently affects their final decision. At this point, 67% of the decision is already made and the buyers are only left with finalizing this option.
Stage 3: Decision
Buyer’s Journey – At this stage, the purchasers have already made their decision and have a solution in mind. Thus, defining their approach to the decision stage would entail questioning the criteria used in the evaluation of a solution, how your solution model is better or worse than those offered by others. Any preconceived notions or expectations that can be foreseen, and whether there would be any prerequisites to this solution.
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Stage 4: Customer or Post-Purchase
Buyer’s Journey – This is the fourth step that most salespersons miss out on. It may seem that now that your probable purchaser has stepped up to the position of a customer, your job’s over. That’s not true. It all lies in now maximizing the value of your products or services in your customer’s eyes. This can be facilitated through regular interaction with your customers with newer and more intriguing products. This will keep your business fresh in their minds and they are then more likely to recommend you to others. Or even come back to you for other goals or issues they have. Thus, you’ll have to think about the satisfaction and advantages they could get from your goods and services and how to keep the developed rapport going.
The smartest way to begin a connection with your purchases is not towards the end where they already know what they want and from whom they want it. It is from the time they are researching and finding information. Provide them with such worthwhile content that they’re looking to find and that will aid them in their decision-making process and this is where it starts by pulling them closer to buying from your company.
By answering all the questions they might have in their minds, the rapport between your business and your future probable buyer is already starting to grow. And this is by nudging them closer to doing their purchasing with you. This sounds easy enough, but it has to be done right and in order to do so, you must provide them with exactly what they need. This is why critically examining the 3 stages of the Buyer’s Journey is so important. This will help in preventing traditional mistakes and approaches that might not be as effective.
Buyer’s Journey – EndNote
In this digital age, nearly 81% of the purchasers begin their research online showing that they’re actively looking for solutions. Thus, analyzing a Buyer’s Journey helps you build an understanding with your customers. Hence, you should be a top priority in ensuring a successful marketing endeavor. This not only spells out valuable insight into the preferences of your customers but can help you in selling more by keeping in touch with them. And increasing your product value and bringing up your brand by increasing your reach and approachability.