What the Process of a Buyer's Journey Looks Like

January 12, 2021

Buyer’s Journey is a framework for marketing strategies that is growing to be increasingly important. If you get this right, your sales will soon begin to skyrocket.

It teaches you how to foresee the buyer’s journey, quite literally. You should be keeping a close eye on all events that take place before the intent of a purchase. This is because buyers generally start their shopping spree with something they needed to buy and in the process, make spontaneous purchase decisions that solves their need.

Buyer's Journey - Introduction

Buyer's Journey - Introduction

The Buyer’s Journey is a process by way of which purchasers gain insights, reflect and finally make a decision of whether or not to buy a new service or product. These are typically the 3 steps that constitute the process of a Buyer’s Journey. In the Awareness stage, a purchaser realizes they have a problem and require a product or a service to solve it. This then proceeds into the second stage, which is the Consideration stage where the purchaser attempts to evaluate and define their problem and does research to solve it and the final stage is the Decision stage where a final decision is made and a definitive solution is at hand. The Buyer’s Journey though comprising of only 3 clear cut steps has a lot of intricacies to it and going through this whole journey can be essential in drafting your side of the Buyer’s Journey as a salesperson.

Buyers generally are looking for extra information that they generally will not be able to find online and thus a salesperson should ideally tailor their sales processes to align with the context of the buyer so as to work its way into the Buyer’s Journey. Thus, giving the entire buyer’s journey a thought well before the process of sales begins can be highly beneficial and help drastically in increasing your profits.

In short, a Buyer’s Journey comprises of deciding whether or not to buy from your organization or business. Though the process is of 3 steps there usually exists a more zigzagged and non-linear hint to this because sometimes your buyers find some answers and then give up or get distracted with other issues. Thus, it is important to critically analyze each stage in this 3 step process of the Buyer’s Journey and formulate answers to a few pertinent questions in each stage in order to set up a robust underpinning for your buyer’s journey. This will ensure you subtly push your buyers towards you rather than pull them towards you. Some of these questions are:

Buyer's Journey Stage 1 : Awareness

Buyer's Journey Stage 1 : Awareness

Since the purchasers are still in their identification stage, they are also prioritizing their needs and wants and thus a few questions to be considered are how buyers prioritize such goals and challenges, what the effects of inaction could be and what the common misconceptions are when looking to address the issue at hand.

Buyer's Journey Stage 2 : Consideration

Buyer's Journey Stage 2 : Consideration

Here, a buyer would be sifting through the various options available to them and simultaneously evaluating them in comparison to each other to figure out the best solution. Thus a little thought could go into questioning how purchasers educate themselves in different categories and a buyer’s perception of the said pros and cons which consequently affect their final decision.  At this point, usually 67% of the decision is already made and the buyers are only left with finalizing this option.

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Buyer's Journey Stage 3 : Decision

Buyer's Journey Stage 3 : Decision

At this stage the purchasers have already made their decision and have a solution in mind. Thus, defining their approach to the decision stage would entail questioning the criteria used in the evaluation of a solution, how your solution model is better or worse than those offered by others, any preconceived notions or expectations that can be foreseen and whether there would be any prerequisites to this solution.

Buyer's Journey Stage 4 : Customer or Post-Purchase

Buyer's Journey Stage 4 : Customer or Post-Purchase

This is the fourth step which most salespersons miss out on. It may seem that now that your probable purchaser has stepped up to the position of a customer, your job is over. That’s not true. It all lies in now maximizing the value of your products or services in your customer’s eyes. This can be facilitated through regular interaction with your customers with newer and more intriguing products. This will keep your business fresh in their minds and they are then more likely to recommend you to others or come back to you for other goals or issues they have. Thus, you will have to think about the satisfaction and advantages they could get from your goods and services and how to keep the developed rapport going.

Thus the smartest way to begin a connection with your purchases is not towards the end where they already know what they want and from whom they want it. It is from the time they are researching and finding information. Provide them with such worthwhile content that they are looking to find and that will aid them in their decision making process and this is where it starts by pulling them closer to buying from your company.

By answering all the questions they might have in their minds, the rapport between your business and your future probable buyer is already starting to grow by nudging them closer to doing their purchasing with you. This sounds easy enough, but it has to be done right and in order to do so, you must provide them with exactly what they need which is why critically examining the 3 stages of the Buyer’s Journey is so important. This will help in preventing traditional mistakes and approaches that might not be as effective.

Buyer's Journey - End Note

Buyer's Journey - End Note

In this digital age, nearly 81% of the purchasers begin their research online showing that they are actively looking for solutions. Thus, analyzing a Buyer’s Journey helps you build an understanding with your customers and hence should be a top priority in ensuring a successful marketing endeavor. This not only spells out valuable insight into the preferences of your customers but can help you in selling more by keeping in touch and increasing your product value and bringing up your brand by increasing your reach and approachability.

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