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Tailoring Your Sales Process to the Buyer’s Journey

Written by Jimmy Rustling

The sales process is an intricate and often delicate dance. The wrong move turns off a potential customer, losing the sale, while the right action results in a closed deal and repeat business. You have to be on the lookout for signals from your customer to gauge where they are in their journey and what type of sale they’re interested in making. Salesforce email tracking is one way to stay ahead of the game. Read on to learn more.

What is the Buyer’s Journey?

Also called the purchase journey, the buyer’s journey is the process buyers go through when making a purchase. It consists of three stages: awareness, consideration, and decision.

Awareness Stage

In the awareness stage, buyers first become aware of their needs or problem. They’re just beginning their research and are looking for information on potential solutions.

Consideration Stage

In the consideration stage, buyers narrow their options and compare different products or services. They’re looking for more information on features, pricing, and reviews.

Decision Stage

In this stage, buyers are ready to make a purchase. They may have a few final questions or concerns but have decided on which product or service to buy. They’re also sure where to buy and only need a little push from sales reps to finalize the deal.

How to Tailor the Sales Process

Understanding each potential client’s stage in the buyer’s journey is critical to successfully selling to them. Here are a few tips on tailoring your sales process to the buyer’s journey.

Create Content for Each Stage

Creating content for each stage of the buyer’s journey makes it easy for buyers to find the information they need at each level. It portrays you as a thought leader and trusted resource, which is crucial for closing a sale. Some content ideas for each stage of the buyer’s journey include:

Awareness Stage:

  • Blog posts
  • Videos
  • Infographics
  • Podcasts

Consideration Stage:

  • Product comparison sheets
  • Customer case studies
  • Free trials or demos
  • Coupons or discounts

Decision Stage:

  • Product feature guides
  • Return or warranty information
  • Customer testimonials

Keep Your Sales Process Flexible

Remember that not every buyer is the same; keep your sales process flexible. It means being able to adjust and tailor your approach to each buyer. Some buyers may want a more hands-off approach, while others need more guidance. The key is to read the buyer’s signals and adjust your process accordingly.

Be Available Through Multiple Channels

With buyers doing more research online, be available through multiple channels. It means having a presence on social media, a website, and email. It also means being responsive to inquiries made through each platform.

If a buyer reaches out to you on social media, respond promptly. If they fill out a form on your website, follow up with them via email or phone. The more channels you’re available, the more likely you will make a sale.

Check What Your Competition is Doing Differently

See if there are any areas where you could improve your process. It’s also good to stay up-to-date on industry news and trends. This way, you can adjust your strategy as needed to ensure that you’re always selling in the most effective way possible.

Measure the Level of Responsiveness

Checking the targeted audience’s responsiveness to your content and other marketing strategies throughout the three stages gives you a good idea of how to adjust your sales process.

For instance, if you receive a lot of email inquiries after publishing a blog post, you know that your target audience is interested in that particular topic. Adjust your sales process to include more information on that topic.

You’ll Ultimately Increase Sales

Mapping your sales process to the buyer’s journey is a great way to increase sales and conversions. By understanding the different stages of the buyer’s journey, you’ll create content that speaks to each step.

You’ll also adjust the process as needed to serve each buyer better. You might have to try out different approaches, but eventually, you’ll find a strategy that works best for your business.

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About the author

Jimmy Rustling

Born at an early age, Jimmy Rustling has found solace and comfort knowing that his humble actions have made this multiverse a better place for every man, woman and child ever known to exist. Dr. Jimmy Rustling has won many awards for excellence in writing including fourteen Peabody awards and a handful of Pulitzer Prizes. When Jimmies are not being Rustled the kind Dr. enjoys being an amazing husband to his beautiful, soulmate; Anastasia, a Russian mail order bride of almost 2 months. Dr. Rustling also spends 12-15 hours each day teaching their adopted 8-year-old Syrian refugee daughter how to read and write.