Understanding Your Prospect's Buyers Journey
Module: Things to Know Before Your Meeting Session Number: 33
Session Title: Understanding Your Prospect’s Buyers Journey
Session Overview: This session will address the buyer’s journey. We’ll focus on the buyer’s side of the scenario because you won’t be able to build value unless you do. The close begins early in the sales process.
In this session, you will learn:
● What is a buyers journey
● How to learn your prospect’s buyers journey
● How to mold your sales process according to your buyer’s journey
Training Principle: In order to build value, you must focus on your buyer because your close begins now.
Step 1: Awareness: Begin with an awareness that you must help your prospect recognize a need to change. Help him understand the blindside challenge or his unrecognized need. Create reasonable doubt that leads them to understand the need to change.
This stage could be called Client Interest. Be prepared to answer questions like how long your company has been in the industry and who your clients have been. Use empathy to anticipate what the buyer might like to know along the way. Consider creating content as a leave-behind that you can provide to your buyer. Providing a leave-behind that leads to your next meeting will help your buyer stay engaged in the process.
Step 2: Education: This is a discovery call where you’ll gather information about your buyer. Bring in other team members to have a meaningful conversation with the prospect. We’re gathering information about budget and timeline and why the prospect might change. Uncover the issues the prospect is facing.
Your client may research online so he can ask questions about you and your organization. Is there additional information you can provide at this point to prepare your client for the demo stage? Identify a leave-behind for this stage as well.
Step 3: Value. Use a demonstration to explain your products and go in-depth into your solution’s value. Explain why your buyer should choose you, your product, and your company. This will address company culture and other aspects.
This is an opportunity to differentiate your product from your competitors. Your leave-behind at this stage should address what sets you apart and help your buyer understand why he should buy from you instead of your competitors.
Step 4: Conversion: Why should the buyer invest the money? This is the end of the process and will tie back to the challenges you’ve identified along the way.
Along each step of the journey, your job is to bring the buyers and the information you’ve gathered forward. When you’re thinking about the process from the buyer’s standpoint, you’ll be more likely to be prepared for your meetings.
About 65 percent of the population learns visually.
Tasks to Implement: The more information you gather about your prospect’s processes, the more likely you’ll be to provide value to your prospects. Each journey will look different, so you’ll want to understand it so you can respond appropriately and provide value at each step along the way.
Create some kind of map of how your prospect will move through the buyer’s journey.
Session Recap: Focus on your buyer. Understand your own steps and align them with your buyer’s process to understand how to address his needs and questions at every step along the way. Empathize with your buyer and his needs in order to move him forward through the process.