由于触手可及的大量信息,今天的买家比以往任何时候都更加了解。因此,权力的平衡已经在大多数销售对话中,从销售代表转移到买家。这就是为什么强劲的销售策略不再像以前那样有效的原因。

相反,要在当今时代取得成功的销售,销售代表必须adapt their mindset from selling to helping。And the best way to start this process is becoming intimately familiar with买家是谁以及他们踏上购买道路的旅程:The buyer's journey

立即下载:免费客户旅程地图模板

通过了解买方的旅程,他们在旅途中遇到的痛苦和问题以及影响他们思维的影响因素,销售代表可以更好地同情买家,并沿着这条道路定位其产品或服务。因此,让我们进一步挖掘。

这是如何概念化每个阶段的方法:

  1. 意识阶段:The buyer意识到他们有问题。
  2. Consideration Stage:买方定义了他们的问题,considers解决它的选项。
  3. 决策阶段:买方评估并decideson the right provider to administer the solution.

买方的旅程阶段:意识,考虑,决定

Now that the overall journey has been defined, let's take a look at each stage in greater detail, from the buyer's perspective:

买家在意识阶段做什么?

The buyer is experiencing a problem or symptoms of a pain, and their goal is to alleviate it. They may be looking for informational resources to more clearly understand, frame, and give a name to their problem.

  • Example:“为什么我的脚一直伤害?”

买家在考虑考虑阶段是什么?

The buyer will have clearly defined and given a name to their problem, and they are committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

  • Example:"How do you treat arch pain?"

What is the buyer doing during the decision stage?

买方已决定其解决方案策略,方法或方法。他们现在的目标是编译可用供应商的列表,列出简短列表,并最终做出最终购买决定。

  • Example:"Where can I get custom orthotics? How much will they cost?"

If you don't have an intimate understanding of your buyers, it may be difficult to绘制买方的旅程in a way that will be helpful from a sales perspective. 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.

将您的销售流程定制到买家的旅程

考虑到所有这些,买家不想在尚未准备好时被伪造,演示或关闭。这些步骤在错误的时间提供时从其角度来看零值。

However, where a sales rep can shine is in the instances when buyers are looking for additional information about your product that can't be found online.

特色资源

Free Customer Journey Map Templates

填写表格以访问这些视觉辅助工具。

Awareness Stage

Buyers are identifying the challenge or opportunity they want to pursue. They are also deciding whether or not the goal or challenge should be a priority.

我们应该问什么 我们应该采取的行动

How do buyers describe their goals or challenges in the context of our business?

How are our buyers educating themselves on these goals or challenges?

买家对无所作为有什么后果?

买家在解决目标或挑战方面是否存在常见的误解?

买家如何确定应该优先考虑目标还是挑战?

创建信息,不是salesy, sales collateral that沿着他们的购买道路教育

提供them with resources to help them define the problem.

Helping, helping, helping.

Consideration Stage

买家明确定义了目标或挑战,并致力于解决目标。他们现在正在评估可用于追求目标或解决挑战的不同方法或方法。

我们应该问什么 我们应该采取的行动

买家调查哪些类别的解决方案?

How do buyers educate themselves on the various categories?

买家如何看待每个类别的利弊?

How do buyers decide which category is right for them?

与我们的直接和间接竞争对手相比,确切了解我们的产品或服务如何解决他们的问题。

Considering how our direct and indirect competitors are showing up in the marketplace and how they influence perception.

提供the buyer with resources to help them determine the solution that's right for them.

Decision Stage

Buyers have already decided on a solution category and are now evaluating providers. For example, they may have written a pro/con list of specific offerings to decide on the one that best meets their needs.

我们应该问什么 我们应该采取的行动

买家使用哪些标准评估可用产品?

当买家调查我们公司的产品时,与替代品相比,他们喜欢什么?bob全站app他们对此有什么担忧?

Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?

Do buyers have expectations around trying the offering before they purchase it?

Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?

Understanding what异议they might have prior to the sales process so that you can adequately handle them.

确保您有一个独特的销售主张that provides value to the buyer and sets you apart from competitors.

这些考虑因素中的一些可能比销售保护伞更属于营销保护伞,但最终这些问题的答案将为您的买家旅程提供强大的基础。

当您创建或完善销售流程时,了解购买者购买方式的过程是无价的。您将能够更好地同情潜在客户,处理异议并在正确的时间提供正确的信息,帮助您完成更多交易并赢得更多业务。

编者注:该帖子最初于2018年10月发表,并已更新以进行全面性。

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.

最初发布于2021年4月21日7:45:00 AM,更新于5月12日2021年

话题:

买方的销售旅程