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Marketing | February 26th, 2019
Contributor Phil Robinson. Partner, Founder + CE
As a buyer, do you want to be prospected, or demo’d, or closed? The answer is almost always no. This is because it depends on which stage of the journey you’re in. For awareness, these steps add zero value to a buyer. Buyers are looking for additional information about your product that can’t be found online.
As a business owner or a salesperson, you can personalise your sales process to the buyer’s context by understanding the buyer’s journey. In this blog post, we’ll define the buyer’s journey, and show you how to think through it when attracting new prospects – from leads to customers and to being delighted.
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.
The journey consists of a three-step process:
The graphic below illustrates a sample buyer’s journey for the simple purchasing decision of a doctor visit during an illness.
If you don’t have an intimate understanding of your buyers, conduct a few interviews with customers, prospects, and colleagues to get a sense of the buying journey. Here are some questions you should ask to put together the buyer’s journey for your business.
During the Awareness stage, buyers identify their challenge or an opportunity they want to pursue. They also decide whether or not the goal or challenge should be a priority. In order to fully understand the Awareness stage for your buyer, ask yourself:
During the Consideration stage, buyers have clearly defined the goal or challenge and have committed to addressing it. They evaluate the different approaches or methods available to pursue the goal or solve their challenge. Ask yourself:
In the Decision stage, buyers have already decided on a solution category. For example, they could write a pro/con list of specific offerings and then decide on the one that best meets their needs. Questions you should ask yourself to define the Decision stage are:
The answers to these questions will provide a robust foundation for your buyer’s journey.
To learn more, read about how to apply the buyer’s journey to the inbound methodology.Back