Before going into the details of finding a ‘Definitive Guide to mapping out your ideal Buyer’s Journey’, let us first understand what is this map that we’re referring to.
A Customer’s buying journey map is basically a story that tells us everything right from the initial contact, to engaging with the seller, to forging a long lasting relationship. It could either focus on a particular part of the buying journey or give an entire overview of the journey. Keeping all technicalities aside, it would be safe to say that the goal of all customer journey maps is the same – To teach the buyers more about their customers.
When we talk about a guide to mapping their journey or discuss the ‘How to’ part of the process, let’s first identify what we’re trying to do here. This buyer’s journey that we speak of is the “guidebook” of your website that leads customers through their journey right up until the point of purchase. The journey map or guidebook needs to be such that your website should guide customers on what content to consume first, where to go, what to see and ultimately, what to buy. Simply put, the website must be “user friendly.”
While mapping out your customers journey, it’s best to break it down into 3 key phases –
- Awareness stage: This is the most nascent stage in the journey, where the customer just about identifies that he has a need and that must be satisfied. At this point, the customer doesn’t care about your offerings or your product. He simply has a problem that he needs a solution to and this is the stage at which the website should look to address the pain points of the customer. For this stage, e-books, informative blogs and articles work best.
- Consideration stage: This is the point at which the customer now ‘considers’ your product. The customer has done his or her research on the pain points and decided that your company might just have the answer to their problem (It is said that an average customer consumes around 11 pieces of content about a product before purchasing it.) This is the stage where you make your move and impact the minds of your customers. At this point showing them tutorials, customer reviews, testimonials and product videos would work best and help them settle on your product as the solution to their problems.
- Decision Stage: This is the last and final stage of the process, where the customer arrives at the conclusion of purchasing your product after considering the various factors in play – customer service, price, delivery time etc. This is where you should be talking about your company the most. Free trials and demos, calls, face-to-face interactions work wonders here in sealing the deal. The meeting or the call is the key and can make or break the deal. For this, an ideal model to follow would be the B.A.N.T. model for your call.
B – Budget of the consumer
A – Authority. Who is really the one in charge and ultimately going to buy the product
N – Need for the product. What kind is it, how urgent is it?
T – Timeline. When do they need it and by when can you deliver?
Now the last step that you need to do is determine the Cost of Inaction. What this means is that you need to figure out what’s worse for the customer – Buying that particular product at slightly unfavourable terms…or not buying the product at all. If the cost of inaction is greater than the cost of buying, then it’s an ideal situation for the seller who can then negotiate with the buyer and ultimately seal a deal.
If you follow this simple framework, and keep a level headed approach to mapping your buyers journey then you realise that it positively affects the sales volume of your product and impacts it positively. Remember to break down the journey and analyse each part!
See, things really aren’t that difficult once you know how to navigate your way through the problems. Handing over a job to experts of course helps you take your dream to the next level. Don’t think that an idea you have is too far-fetched. If you want to get that website rolling, you absolutely must! We’re here to help you out in every step to make sure WE build YOUR dream together.