The Buyer’s Journey might have been something that you have heard as a business owner. It is an integral concept to understand if you are working in marketing, sales or are a business owner. This is because when you’re trying to convert someone to becoming a paying client you need to take the time to understand how they will start their buying journey and how they will finish it.
The buyer’s journey can be broken down into various stages. There is the Awareness stage, Consideration Stage, and Decision Stage. According to Hubspot.com, ‘The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.’
When you start to realise that you have a problem then you’ll fit into the awareness stage of the buyer journey. You may start thinking about how you can solve this problem and may even be chatting to people or be on Google to find out the options available to solve your problem.
At this stage, you’ll probably be well on your way to finding out what solutions can work for you, the costing, and what the downfalls are if you don’t fix your problem. This is where you’ll be active on Google and you may even be chatting to sales reps or going to stores to view their products.
When you’ve weighed up your options from convenience to cost to reliability you will fit into this stage. You have converted into a client and have chosen a solution to your problem.
So why is this so important? Well from a sales and marketing perspective you need to know where your potential client is in during their buying journey to contact them successfully.
If someone has just stepped into the iStore and has barely walked to look at the new iPhones you wouldn’t just hand them a contract and tell them to start signing the documentation to get this iPhone? No, because that wouldn’t make any sense. The person first needs to look at the stock available, see if it meets their budget and if the phone has everything they are looking for. They may decide to look at other stores or go home and think about it. However, they do not want you approaching them with a contract offer straight away. This hard-sell is damaging as it turns people away from your company. You will want to avoid this approach.
This is why the buyer’s journey is important. When you take the time to think about how your client starts to realise they have a problem, and then decide to take action to fix this problem then you can target them. With the correct strategy, you can target clients at all levels of the buyer’s journey and help them qualify into leads and then paying customers. This process will leave your prospects feeling attended to but not bombarded with a hard-sell.
The Next Steps
So now that you understand the buyer’s journey and why’s it’s essential to have the correct sales and marketing for every stage what are you going to do? Well, the first thing you’ll want to do is plot out what your buyer’s journey looks like for your business. Really dive deep into the problems and feelings your prospect might have and then look at ways you can intuitively target them to help them solve their problem.
Even though the bottom line is you are interested in growing your profits you need to remember that business is based on human interactions and connecting with others. If you’re just doing this to try and get more money and aren’t interested in adding value to your client’s lives then it might be a good idea to reconsider your approach. With so many businesses competing today you really need to stand out and excel and the easiest way to do this is with excellent customer service.