Your business can and will influence your target market through sales, marketing or customer service. That’s why it’s vitally important that these customer-influencing and direct-facing individuals understand the impact they have in the Buyer’s Journey. By having an in-depth understanding of each stage, each of these teams can work in unison to advance potential clients through the journey.
For a quick recap for the folks in the back, the Buyer’s Journey is a 3-step process:
- Awareness: Essentially, this is when the buyer realizes they have a problem.
- Consideration: Now that a problem has been identified, they must research valid options that could solve this problem.
- Decision: After research, the buyer makes their choice on which solution to proceed with.
Last week, we dove head first into the Buyer’s Journey starting with the first stage, Awareness. During this step, consumers realize they are facing a challenge and begin to research companies and solutions that may help to resolve this issue. Using basic Google searches, buyers will typically identify 2-4 companies to help solve their problem and move along in the Buyer’s Journey. This week, we’ll examine the next stage, Consideration, in full.
An In-Depth Look at Consideration
With a defined problem, and a commitment to solve it, buyer’s move to the next step in the Buyer’s Journey with just a small handful of solutions.Dive deep into the #BuyersJourney with @nuvemconsulting. Take an in-depth look at each stage of this three-part process continuing with #Consideration. Click To Tweet
During Consideration, more in-depth research will be conducted to better understand each solution to the buyer’s problem. Ensure that your target market can find information about how you do just that. Provide downloadable resources, including fact sheets and service offerings, throughout your website. At this point, the buyers want to know the ins-and-outs of your company’s offerings.
When putting together resources, be sure they answer questions your buyer typically asks in early stages of the sales process, such as:
- What solutions does your company have to offer?
- Does this solution stand alone, or will additional software or service be needed?
- How exactly does it work?
- What does implementation look like?
- How will the learning curve of this product or service impact the business?
- What does the pricing model look like?
Consideration Tip: Live interactions are key during the Consideration stage. Offer in-depth podcasts, informative webinars and a customized demo of your product or service when applicable.
Now that the buyer has gathered as much information on the solutions as possible, the sales team should step in. 60% of buyers note that they want to engage with a salesperson once they have done all they can by themselves. This is the key time to answer any questions and offer the sales pitch as to why your company will minimize their issue, before nudging them to complete a demo or quote request form.
Next, buyers will compare and contrast products and services. Buyers are looking to solve the problem at hand in the most cost and time efficient way possible.
Consideration Tip: Most buyers will use some type of matrix to compare vendors. This is an excellent time to promote your own! When a contact’s stage changes to Consideration, send a marketing email with a pre-filled vendor comparison matrix. Also, include a blank sheet for any additional solutions they may be considering.Consideration Tip: Live interactions are key during the consideration stage. Learn more about #consideration with @nuvemconsulting: Click To Tweet
Once the individual or group has decided which solution they would like to proceed with, they often need to justify their top choice to other stakeholders in the company. Prepare for this moment with a letter of justification. Outline the timeline to implement, the costs the company will incur and how long before they will see the pain point (s) resolved.
In our next edition of Inside the Buyer’s Journey, we will take an in-depth look at the Decision stage of the Buyer’s Journey.
At Nuvem Consulting, we work with clients in each stage of the Buyer’s Journey to simplify lead generation, sales management and customer connections. Need advice on what CRM would be best for your company or how to engage contacts through Pardot marketing automation? Reach out with your project needs and we’ll set up a time to discuss the options.