In today’s increasingly buyer-driven sales landscape, a seller’s understanding of their buyer’s journey is more important than ever.
Sales reps must have a deep understanding of how buyers make purchasing decisions to organically guide them through the process.
The buyer's journey is a framework that depicts the path a buyer takes to research, understand and name their problem, and identify the product that will provide their solution.
In this article, we'll go over the ins and outs of the buyer's journey risk managers email lists including why it's so important to understand it and how to align your marketing campaigns with the three main stages.
The buyer's journey is a framework that describes how buyers arrive at a purchasing decision.
The framework is divided into stages. It starts from the moment a buyer begins to realize that they have a problem that needs solving and ends once they have decided on a supplier and made their purchase.
The framework enables marketers and sellers to leverage knowledge of how a buyer makes decisions to better align with their outreach and nurturing strategies.
What are the stages of the buyer's journey?
While specific customer needs and behaviors vary slightly from business to business, the buyer's journey almost always falls into three main stages: awareness, consideration, and evaluation.
Some sales and marketing professionals advocate for a longer buying journey, one that captures how a company continues to provide value to the customer after they sign up.
For the purposes of this article, we’ll stick to the three well-known primary stages. That said, it’s essential for sales, marketing, and customer success teams to aim to deliver ongoing outstanding service to their existing customers – don’t neglect the “Delight” stage just because it’s not commonly shown on the diagram.
The better your marketing and sales teams understand the delineations between the three stages of the buyer’s journey, the better they can curate content that will guide each prospect through the funnel authentically and efficiently.
Awareness Stage
When buyers are in the awareness stage, they are likely just discovering that they have a problem. They are seeking more information about the symptoms they are experiencing and looking to give their problem a name. Buyers in this stage are less likely to purchase in the immediate future.
