Having defined the steps that a purchaser must have been through, we can ensure we are providing the right information at every stage.
We’ve discussed the concept of the “sales funnel” several times recently and emphasised the importance of supporting prospects at every stage of their buying journey, regardless of where they enter the process. But how can we make that process clearer in our minds?
One effective approach is to start by imagining a customer who contacts us, already informed about our product or service, convinced it’s exactly what they need, and is ready to place a purchase order. Then we can work backwards to understand how they arrived at that point.
By thinking through the process in reverse, we can begin to visualise their buying journey. What information did they need at each step to reach the decision to place an order? For example:
- We must have informed them about how to place an order.
- We must have provided pricing information.
- We must have clarified the specific parts or options they needed to select.
- We must have helped them define their unique application needs.
- We must have demonstrated why our particular product stands out as the best solution.
- We must have explained why this general technology is the ideal way to address their requirements.
Once we’ve clarified these steps ourselves, we can ensure that we are delivering the right information at each stage of the journey. Some stages could be delivered by online resources, while others might require personalised sales calls. Regardless of the format, it’s essential that both we and our prospects have a clear understanding of their position in the process and the next steps.
By mapping out the buying journey in this way, we can create an experience that meets customers’ needs at every point, ensuring they feel encouraged from start to finish.