Awareness stage actions
• Understand your audience: Identify and analyze your potential customers’ needs and behavior. Pro tip: Use your CRM to help! An AI-powered tool such as Sales Cloud Einstein can do a lot of the heavy lifting for you via prompt-based research.
• Generate awareness: Use educational content to draw prospects in and establish your brand as a credible source.
Provide more details product content: Offer comparative, solution-focused content that highlights your product’s benefits.
Personalize communication: Tailor your interactions with information you’ve gathered about your potential customers.
Decision stage actions
Address objections: Prepare your team to counter any concerns or objections with clear and compelling information.
Simplify the purchase: Streamline the buying process, offer clear pricing, and be transparent about contracts.
Get articles selected just for you, in your inbox
Sign up now
Buyer’s journey example
The buyer’s journey is not linear. It’s a fluid relationship between america phone number list brand and customer. Here’s an example that illustrates this:
Raina wants to cut down on her bills and realizes there’s an opportunity to cut down her monthly entertainment spend. Rather than pay for streaming services and cable TV, she wants something that consolidates both.
To start, Raina maps out what she wants. She lists her must-watch shows and researches which streaming platforms offer them (awareness). She narrows her choices to two platforms, including one ad-supported and one premium service. She’s also thinking about adding a live sports package but isn’t clear on which packages carry her favorite teams’ games, so she contacts the streaming service companies for more information (consideration). After chatting with several sales representatives, Raina asks for a demo of one of the service’s sports add-ons. She and the rep discuss subscription plans and go over which games will be available for streaming.
Ultimately, Raina decides to subscribe to both streaming platforms without the additional sports package (decision). Lucky for her, she’s offered a free three-month trial of the live sports add-on at sign-up. After realizing how much she enjoys the add-on in the trial period, Raina decides to keep it.
In this case, Raina’s buyer journey doesn’t end after her purchase. Her experience with the streaming services will influence how she feels about the brands and shape her future interactions with them, including future purchases.
Map to the buyer’s journey for better outcomes
If you pay close attention to the buyer’s journey and deliver high value, your customers are more likely to stay loyal and explore other products in your portfolio, which means more sales. Remember, each interaction with a prospect is an opportunity to understand, engage, and nurture. By aligning your sales process with each stage in the buyer’s journey, you can increase sales while building long-term relationships.