Today's buyer is more informed than ever before, thanks to the vast amount of information available at their fingertips. Because of this, the balance of power hasshifted from the sales rep to the buyer in most sales conversations。This is why pushy sales tactics are no longer effective the way they used to be.
Instead, to be successful in sales in today's day and age, sales reps must适应他们的心态从销售到帮助。开始这个过程的最佳方法是非常熟悉who the buyer is和他们所采取的旅程珀切斯之路e:The buyer's journey。
What is the buyer's journey?
买方的旅程描述了买家的购买道路。换句话说，买家不会醒来，决定一时兴起购买。他们经历了一个过程，以了解，考虑和评估并决定购买新产品或服务。
By understanding the buyer's journey, the pains and problems they experience along that journey, and the influencing factors that shape their thinking, sales reps can better empathize with the buyer and position their product or service along that path. So let's dig in a little further.
买家旅程的三个阶段是什么？
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.
Here's how to conceptualize each stage:
- Awareness Stage:The buyerbecomes awarethat they have a problem.
- 考虑阶段：The buyer defines their problem andconsidersoptions to solve it.
- 决策阶段:The buyer evaluates anddecides在正确的提供商上管理解决方案。
既然已经定义了整体旅程，那么让我们从买家的角度详细了解每个阶段：
What is the buyer doing during the awareness stage?
买家正在遇到疼痛的问题或症状，他们的目标是减轻痛苦。他们可能正在寻找信息资源，以更清楚地理解，框架并为他们的问题命名。bob体育苹果系统下载安装
- 例子："Why do my feet hurt all the time?"
What is the buyer doing the consideration stage?
买方将明确定义并为他们的问题提供名称，并致力于研究和理解所有可用的方法和/或方法来解决定义的问题或机会。
- 例子：“你如何治疗拱门疼痛？”
买家在决策阶段做什么？
The buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available vendors, make a short list, and ultimately make a final purchase decision.
- 例子："Where can I get custom orthotics? How much will they cost?"
如果您对买家没有亲密的了解，可能很难map out the buyer's journey这将是有益的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.
Tailoring Your Sales Process to the Buyer's Journey
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。
但是，在买家正在寻找有关您的产品的其他信息的情况下，销售代表可以发光的地方。
Awareness Stage
买家正在确定他们想追求的挑战或机会。他们还决定目标或挑战是否应该是优先事项。
| What We Should Be Asking | 我们应该采取的行动 |
|---|---|
买家如何在我们的业务背景下描述他们的目标或挑战？ How are our buyers educating themselves on these goals or challenges? What are the consequences of inaction by the buyer? Are there common misconceptions buyers have about addressing the goal or challenge? How do buyers decide whether the goal or challenge should be prioritized? |
Creating informational,不销售, sales collateral thateducates them along their path to purchase。 为他们提供资源来帮助他们定义问题。bob体育苹果系统下载安装 帮助，帮助，帮助。 |
考虑阶段
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。
| What We Should Be Asking | 我们应该采取的行动 |
|---|---|
What categories of solutions do buyers investigate? 买家如何教育各个类别？ 买家如何看待每个类别的利弊？ How do buyers decide which category is right for them? |
Understanding exactly how our product or service solves their problem compared to both our direct and indirect competitors. 考虑到我们的直接和间接竞争者如何在市场中出现以及他们如何影响感知。 为买家提供资源，以帮助他们确定适合他们的解决方案。bob体育苹果系统下载安装 |
决策阶段
买家已经决定了解决方案类别，现在正在评估提供商。例如，他们可能已经写了一份特定产品的专业/骗局，以决定最满足他们需求的产品。
| What We Should Be Asking | 我们应该采取的行动 |
|---|---|
What criteria do buyers use to evaluate the available offerings? When buyers investigate our company's offering, what do they like about it compared to alternatives? What concerns do they have with it? Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ? 买家在购买之前尝试尝试之前有期望吗？ 除了采购外，买家是否需要做出其他准备工作，例如实施计划或培训策略？ |
了解什么objections它们可能在销售过程之前具有，因此您可以充分处理它们。 Ensuring that you have aunique selling proposition这为买家提供了价值，并使您与竞争对手区分开来。 |
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.
The process of getting to know how your buyers buy is invaluable as you create or refine your sales process. 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.
感谢您阅读此帖子HubSpot。
Editor's note: This post was originally published in October 2018 and has been updated for comprehensiveness.
Originally published Apr 21, 2021 7:45:00 AM, updated July 21 2022
Topics:
Buyer's Journey in Sales