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Understanding the Buyer’s Journey and Crafting Your Approach

The “Buyer’s Journey” is a well-known sales and marketing analogy used to explain the path a consumer follows when deciding upon a purchase. In order to properly communicate and provide the necessary resources to a prospect during the buyer’s journey, in order to ultimately close a sale, it is crucial that you first understand the three stages: Awareness, consideration and decision.


In the awareness stage, a buyer is in need of a particular service or product and has begun their search for a provider. This part of the journey involves broadly researching the options that are available on the market. The most important steps at this stage of the journey are to educate the consumer on who your brand is and what you can offer them, while simultaneously digging for information on their overall needs and desires. In the awareness stage, you want to ensure you make a compelling case for your brand while also showing interest in serving that consumer’s needs to the best of your ability.


Once a consumer has made it past the awareness stage, they have gathered their initial research and likely selected a few potential candidates for their purchase. At this phase, a consumer will dig deeper into their options, considering which brand can best fulfill their needs. When communicating with a consumer at this stage it is crucial to differentiate yourself from competitors. Make your case for how your product will better serve their needs, extra features it may have, higher standard of quality, etc. This is where you need to set yourself apart from the crowd. This is where fully understanding a prospect’s wants and needs can help you to close the deal based on your ability to personalize your sales pitch to that prospect.


The time has come, that prospect you’ve been communicating with for two weeks or even two years is ready to pull the trigger. Question it, will it be you? This is your last chance to sell yourself and your brand. Pull out all the stops, use that personal knowledge you’ve gleaner from the customer and make a case for why your product or service is the one they want and need. Good rapport and a bit of personality can go a long way at this stage of the buyer’s journey.

While not particularly complex, studying the buyer’s journey can help to craft more focused and successful sales strategies. Now that you understand the journey, apply this knowledge to your sales process and close, close, close those leads!

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