How The Buyer’s Journey and Sales Process Should Be In Sync For More Sales
We have seen a typical funnel which looks like this:
Within this “funnel”, there are also have a few other things going on in the buyer’s mind. The better you can align all the events, thoughts, actions, and desires based on the buyer’s perspective, the better odds you have of making that sale.
If we were to overlap the buyer journey with our funnel process, it would look something like the graphic overlay below.
The buyer journey is what they buyer goes through from an information and psychological view, while the sales funnel is how we categorize our perception of where the buyer is.
The closer we get to making a match of their needs at each phase of their journey (our funnel), the more we build trust and build confidence that we are the ones that can make their pain go away.
If you think about the buyer journey it goes something like this:
From their need which is more than likely based on pain, then they look for solutions. Once they are satisfied with the solution (what will solve the problem), then they begin to look for who will provide that solution.
The key is that your potential buyer is information gathering at each stage of the process. They are looking at different types of information (content). If you can provide the right type of content at the right time of their buyer journey, then you build trust, build authority, and position yourself as a potential solution provider.
Allow me to mention it again because this piece is critical. The buyers need is due to pain. The pain gets to the point where it is so bad that it motivates them to look for solutions. Once they are satisfied with the solution (what will solve the problem), now they look to who will provide that solution.
Remember this point; your potential buyer is information gathering at each stage of the process. And, they are looking at different types of information (content).
If you can provide the right type of content at the right time of their buyer journey, then you build trust, build authority, and position yourself as a potential solution provider.
If we put ourselves in our buyer’s shoes (that’s why completing the buyer persona is so important), we can imagine what they are going through, and what information they need to make a buying decision.
We all know that most people are not ready to buy on the first meeting (statistics are that it takes approximately 7 touches to get to point of sale).
Going back to putting ourselves in our buyers shoes, the thought process more than likely goes something like this:
Buyer recognizes need: I have a problem and I need to find some way to fix the problem. (Example: I don’t have enough business, I need more business).
Buyer researches potential solutions: How do I get more business? (This is the point where they typically enter into your funnel. They are looking for information, and your lead magnet provides the information they need in their information gathering stage.
Preliminary decides on a strategy, the buyer looks for solutions: “Ok based on my previous research, I can get business by implementing different strategies.” (example, I can do bulk emailing, I can do TV ads, I can do Radio Spots, I can do Online Marketing, etc.).
“Based on my research, Online Marketing seems to be the most cost effective way for me. There are many different facets of online marketing. I have looked at all the information that I can find out there on the following ways: Method A, Method B, Method C, etc. I believe that Method A is the best strategy I have seen so far.”
NOTE: Do you see at this stage, if you have information your potential buyer needs to answer their questions you can position yourself as a trusted expert here.
While you will be getting discovery calls here, don’t be surprised if they are not yet ready to hear a “full pitch” from you. You need a follow up system so you can get back to them when they are at their decision making process. It is also a good idea to have or prepare other pieces of information as they continue fact finding/gathering information.
Decide on a Service Provider: This is where you prospect is thinking something along the lines of, “I believe that Method A is the best strategy I have seen so far”. Now with that being said, the next logical question is, “who is going to be able to implement Method A for me and give me the best results”?
At this point, it is probably where the prospect is willing to accept a call/appointment from you. If you already had a discussion with them, then this follow up will be more of getting down to business – what you have to offer at what price, and what it looks like for them if/when they sign up.
At this stage in the process, the prospect is looking at different solutions with the aim of finding the solution that will work for them.
If you have followed up and provided the right type of information to answer their questions as they are moving through their buyer journey, you are well on your way to selling them.
When the time comes for your prospect to really get down to researching the best provider of method A for example, it’s time for the presentation/sales demo.
This next step is really about demonstrating your product or service with the aim of overcoming objections and coming to terms so you can make a sale or more importantly, match your product/service with their need pain.
I am a firm believer that it must be a good match. If not, then the customer is not happy, you are miserable because you can’t satisfy their expectations. It’s best to follow a process where it’s really about fact finding on both your parts. A good match their needs/pain with your solution.
So the question really becomes (and I get this a lot): How do I know what information to send them, when?
I have created a Buyer Journey Content Matrix for you to download and use to help you decide what to create or have created for you. Basically this matrix will help you decide what to send to your prospects based on where they are in their buyer journey.
As you can see, I have broken it down to each phase of the buyer journey, what questions the buyer is more than likely asking at that stage, and what type of information would satisfy them.
Feel free to click on the image to expand it and you can download this so you have it as a guide.
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