This is necessary to build a sales plan that is not only attractive to customers, but that directs all of its actions based on the way the customer behaves during the purchasing process.
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What is the buyer's journey?
In short, it is the way in which it is possible to define the commercial stage that a client is at.
From this, the marketing professional seeks to understand what a person's consumption habits are, ensuring that the customer reaches the last stage of the purchasing journey and closes the deal.
The work focuses directly on meeting the consumer's needs, producing and delivering valuable content that drives progress along the journey, which makes it much easier for the salesperson to enter the scene.
To better understand the purchasing journey, it is important to see that it is divided into 4 stages and that all of them are important to ensure the success of the negotiation:
The first stage focuses on learning . In this specific case, the customer does not yet claim to have a problem or need to be met by a product or service.
The second works on recognition . The consumer researches and looks for information that ends up awakening the perception about a certain problem or need.
Thirdly , we have consideration . Here the customer already knows that they have a problem and starts looking for solutions, always preferring those that best meet their needs .
And finally, the fourth stage is the decision stage . The customer analyzes the options available on the market and finally decides which product or service to choose.
This last stage is what we seek to achieve throughout the entire purchasing journey, but remember: this entire process requires as much patience as possible and the certainty that all stages have been worked on assertively, seeking to prospect the customer.
Buyer's Journey vs. Sales Funnel
As soon as a customer decides to purchase a product or service, they are ready to enter the sales funnel .
If you don't know yet, the purchasing journey works directly with the sales funnel, with each of its stages serving as a reference for each moment the customer is in the funnel.
See here → Learn Now What a Sales Funnel Is and How to Apply It to Your Company
The sales funnel is divided into top, middle and bottom of the funnel:
Top of the funnel: Customers are in the learning stage, here the focus is on arousing the consumer's interest, indicating possible problems and needs.
Middle of the funnel: Here, customers are in the recognition stage and therefore it is necessary to produce content that adds value, encouraging them that your company offers exactly the solution they are looking for.
Bottom of the funnel: This is the crucial moment and customers are in the consideration and decision stage, that is, it is the time to compare the products and services that have been offered on the market and decide which deal will be closed.
Another important point is that the further a customer is in the sales funnel, the more qualified they are. This makes it even better for the salesperson and increases the chances of closing the sale.
What are the advantages of the purchasing journey?
Rest assured: when a company knows how to navigate the purchasing journey well, the results are very positive and end up directly influencing the number of deals closed by the sales team.
This happens because, by analyzing the customer's consumption habits, it is possible to gather a considerable amount of information . In this way, it is possible to make the sales approach personalized and focused on the stage in which the consumer is.
