#027 The Buying Process, Part 2
As a marketer my job is to help my clients guide their customers through the buying process. Some people could think this is completely random, but I am here to tell you there is a formula. And when used correctly, l can help my clients see immediate and measurable results in their conversions and ultimately their sales.
Today I want to walk you through this formula and really hone in on one component of the formula.
Step One: Identify the problem
Before a customer is ready to think about a purchase they need to have a legitimate reason for the purchase. Or they want to be at point D, but they are stuck at point B, and they have no idea how to get themselves to point D. THIS IS THE PROBLEM YOU ARE GOING TO SOLVE.
Ask questions of your ideal client community:
- Where do you want your company in the next 6 months?
- Secure the IP my company owns
- Larger office space for a growing team
- What are 3 obstacles preventing you from achieving this?
- What are your sales goals, new client contract goals, etc for X timeframe?
Step Two: The Information Search
The next component in the formula is INFORMATION. My job is to position my client as an authority on the subject. Take steps to establish yourself as an authority in this field. Set yourself up to be the ‘go to’ person in your industry. Create awesome and engaging content that makes your audience smarter!!
Step Three: Detail Your Unique Selling Proposition
Lay a foundation of why your service or product is better. Or why your potential customers need to buy from you. What makes YOU unique. Set yourself apart from the competition, to the extent your industry allows.
Step Four: The Purchase Decision
Send encouragement to your potential clients. Give them assurance they are making a solid decision. Do this by sharing testimonials from some of your best clients! And you have to ask for the testimonials to get them.
Also, this is a time to pay particular attention to people who abandon carts, delayed in paying a depositor signing a contract. You send them an email reminder, make a phone call. Reinforce why you or your company is the best choice.
The next steps in the buying process are about the actual purchase decision, the purchase experience, and the post purchase follow up. Our time won’t allow for us to dive into this, but you can tune into my podcast to hear my tips on these steps in the process.
Step Five: The Actual purchase.
Make sure the process of making the purchase is simple and easy.do they pay online, by check, or cash. Make sure your system of invoicing is easy and appropriately branded.
Step Six: Post Purchase Follow up
Did the customer have a great experience? Ask them for a review. Offer them information about other products and services you offer that they may be interested in. Offer discounts for additional purchases. Main point, if they had a good experience with you or found a good value in working with you, invite back into your sales cycle.
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