Thank you for reading this post from HubSpot.Įditor's note: This post was originally published in October 2018 and has been updated for comprehensiveness.You can't download a digital purchase through the Etsy app at this time. You'll be better able to empathize with prospects, handle objections, and provide the right information at the right time, helping you close more deals and win more business. The process of getting to know how your buyers buy is invaluable as you create or refine your sales process. Some of these considerations may fall more under the marketing umbrella than the sales umbrella, but ultimately the answers to these questions will provide a robust foundation for your buyer's journey. Understanding what objections they might have prior to the sales process so that you can adequately handle them.Įnsuring that you have a unique selling proposition that provides value to the buyer and sets you apart from competitors. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?ĭo buyers have expectations around trying the offering before they purchase it? When buyers investigate our company's offering, what do they like about it compared to alternatives? What concerns do they have with it? What criteria do buyers use to evaluate the available offerings? For example, they may have written a pro/con list of specific offerings to decide on the one that best meets their needs. Providing the buyer with resources to help them determine the solution that's right for them.īuyers have already decided on a solution category and are now evaluating providers. Understanding exactly how our product or service solves their problem compared to both our direct and indirect competitors.Ĭonsidering how our direct and indirect competitors are showing up in the marketplace and how they influence perception. How do buyers decide which category is right for them? How do buyers perceive the pros and cons of each category? How do buyers educate themselves on the various categories? What categories of solutions do buyers investigate? They are now evaluating different approaches or methods available to pursue the goal or solve their challenge. Providing them with resources to help them define the problem.īuyers have clearly defined the goal or challenge and have committed to addressing it. How do buyers decide whether the goal or challenge should be prioritized?Ĭreating informational, not salesy, sales collateral that educates them along their path to purchase. What are the consequences of inaction by the buyer?Īre there common misconceptions buyers have about addressing the goal or challenge? How are our buyers educating themselves on these goals or challenges? How do buyers describe their goals or challenges in the context of our business? They are also deciding whether or not the goal or challenge should be a priority. In this case, be sure to conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey.īuyers are identifying the challenge or opportunity they want to pursue. If you don't have an intimate understanding of your buyers, it may be difficult to map out the buyer's journey in a way that will be helpful from a sales perspective.
They may be looking for informational resources to more clearly understand, frame, and give a name to their problem. The buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. Now that the overall journey has been defined, let's take a look at each stage in greater detail, from the buyer's perspective: What is the buyer doing during the awareness stage? Decision Stage: The buyer evaluates and decides on the right provider to administer the solution.Consideration Stage: The buyer defines their problem and considers options to solve it.Awareness Stage: The buyer becomes aware that they have a problem.The buyer's journey can be broken down into three steps or "stages" that describe how they advance along their path to purchase: the awareness stage, the consideration stage, and the decision stage.
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