Understanding Your Customer's Buying Journey: From Awareness to Delight
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One of the first things you need to learn about your business is your customer’s buying journey based on the sales funnel. Big businesses like to call this their customer relationship management pipeline. They tend to use a few basic pipeline structures that follow their customer’s buying journey from awareness to delight.
The truth is that no matter what type of business you have, the basic sales funnel is the same and defines the buyer’s journey.
Map your customer’s potential journey so that you can visualize where you need to place touch points. For example:
Awareness – Sync your favorite apps such as Keap, Google Sheets, and other apps using software like Automate.io or Zapier.com to deliver the right content at the right time based on the customer’s behavior.
Interest – Automatically deliver email subscribers content that teaches them about the products and services you offer via your email software as well as your website using auto sequences and conversational chatbots.
Consideration – This is when the buyer really wants what you have to offer, and it’s your sale to lose or gain. You can automate content delivery that asks for the sale, such as delivering a free webinar to them. Using the right software, such as Keap and others, you can even let the software generate new one time offers based on their behavior.
Decision – Depending upon the type of business structure you have, whether it’s a course or a physical product or not, you’ll want to help them make the choice to buy by setting up automated discovery call appointments. You can synchronize your website with scheduling software like Acuityscheduling.com to let your customers schedule their own call.
Delight – Finally, you can create a whole new funnel to use during the post-purchase stage in order to elicit customer delight. When you delight your customers, they’re going to make more purchases and recommend others to you. One way to do this is to automate the onboarding of new customers so that they receive enough information to want to stick with you.
People add different steps along the way to each of their funnels based on the path the buyer likes to travel on their buying journey. Each step is a chance to streamline and automate part of the process. To make your customer’s buying journey successful, you’ll hopefully lead them through the entire process past the point they decide to buy your product to include customer delight, loyalty, and advocacy when it’s appropriate.
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