lead with your buyer's perspective
Picture this. An opportunity presents itself to facilitate improvement or solve a problem. Where do you go? More than likely you place your inquiry using a search engine. Immediately you’re encapsulated with overwhelming information sources to process. You may even encounter a buggy website and poor information sources before selecting an initial target. At some point, you stumble upon a website with a wonderful UI (user interface) and excellent reference material. You now have a point of reference for your research.
That process you went through, is how your buyer will get to you. They will generate awareness, consider their options, and decide on an implementation partner. This is the Buyer’s Journey.
Understanding the buyer’s journey creates quality prospect engagement with THEIR perspective in mind.
Stage 1: Awareness
In the awareness stage, the buyer knows there is a solution in the marketplace. When an organization understands the buyer’s mindset, it’s easier to generate targeted content. Content in the form of infographics, white papers or blog posts can be easily referenced by the user. Align content with a user’s level of prioritization, budget, and general product knowledge. Focus on the problems at hand and get your buyer to understand the best solutions that exist.
Stage 2: Consideration
Now your buyer is in pursuit of a detailed understanding of solution application. Your organization’s USP (unique selling proposition) needs to resonate with their expectations. Here, you have an opportunity to engage with your buyer at a live meeting, webcast or with a buying guide. Laying the ground for this stage requires marketers to survey diverse market solutions. Don’t stop at the primary market, look into your secondary and tertiary markets as well. Quality research reduces process waste allowing you to implement well-rounded solutions. The research is ongoing for the user and may require observations with 2-3 other competitors within the process. Utilize marketing and sales automation tools within this stage to develop the prospect. Don’t forget to perform UX testing to ensure the UI creates a personalized, yet automated experience.
Stage 3: Decision
Your buyer has evaluated the pros and they are comparing your offering to others. A quote, proposal or formal contract is drafted and the buyer needs to think about the implementation process. Throughout this journey, content is integral for the user. Have clear and concise costing schedules, timelines, and project management details for the execution process. To best prepare for this stage, create a repository of case studies, testimonials and SME (subject matter expert) interviews for prospects requiring additional information.
Now that you understand the stages in the Buyer’s Journey…
Develop a buyer’s journey map with excellent customer experience (CX) to increase new qualified leads and reduce churn with existing clients. Remember, a buyer’s journey shouldn’t feel like they are a quota. Create a perspective that adds value to every interaction.