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Photo by Yan Krukau
The buyer journey is among the most important parts of doing business, whether B2B or B2C. As humans, we are programmed to seek out the things that make life easier, and emotions always come into it. From detailed information to support, here’s what makes an impact.
Solutions to Problems
Influencing the buying decision is more than a simple sales or marketing task and must represent an opportunity to a customer. In essence, an offering is a solution to a problem that a customer has, and this is best used as a highlight during the customer experience for retail and other sectors. Buyers will actively evaluate what your business can offer, usually after performing research beforehand, and will choose your service based on what you can offer.
Detailed Information
When looking for something to purchase, there are usually many competitors. So what makes your service or product get ahead? Customers want to know what they are getting before they part with their money. It always helps to identify, through research, the specific needs of a customer for a specific product. Then it’s a matter of addressing those needs by providing as much detailed data as possible for a buyer in order to make the decision process much easier.
The Buyer Journey is an Emotional One
Emotions always play a role when someone buys something, whether over the phone, face to face, or online. In 2024, 33% (2.71 billion people) of the world’s population purchased products online, and impulse buying is common in eCommerce. Playing to the emotions of a buyer is a core part of mastering customer service that can drive results for any eager sales team:
- Awareness: Clear marketing can aim campaigns at specific customer emotions.
- Consideration: Hope, excitement, and FOMO can influence the buying decision.
- Decision: Emotions can also be leveraged to encourage impulse buys and decisions.
Support and Aftercare
The buying process doesn’t end after you have received payment. The most successful service and product providers understand that the customer enjoys support after swiping their credit cards. While this could be considered an expense, it doesn’t have to cost much and extends goodwill to customers, increasing the positive relationship. Online portals to guides and documentation are a perfect example, and you can even consider follow-up calls to customers.
Loyalty through Positivity
A smooth and easy journey typically results in a sale. However, through the emotions involved and a customer’s desire to get more than they bargain for, the entire CX must remain positive. Even the smallest negative interaction can destroy the illusion of a good deal and often results in customers walking away. Well-trained sales teams and feedback loops for getting back on track are excellent for maintaining a positive journey and increasing potential customer loyalty.
Summary
Offering solutions to problems is typically the first step of the buyer journey. However, a successful sale also relies on understanding the emotions involved in making decisions. A business can also increase loyalty by keeping the whole process positive throughout. Understanding will help manage the final mile and work towards a better brand experience.
