When a person has a problem, do they immediately think – I’m going to buy something right now to solve it? Impulse buying excluded; a trigger propels them to take action to have it resolved. The trigger is the start of your customer’s buyer’s journey on the path they travel to find a solution. The customer journey has three phases;
- the attraction/awareness stage
- the engagement/consideration stage
- the final destination or delight/decision stage
In the attraction/awareness stage, you attract strangers who know they have a problem, but they don’t know about your service or product. It solves a problem that either;
- they haven’t been able to figure out themselves
- are too busy to figure out themselves
- don’t want to figure out themselves
In the engagement/consideration stage, strangers have become prospects who know of your product/service, have experienced some aspect of it, and are weighing their options before deciding to purchase.
In the final delight/decision stage, prospects turn into customers who have decided to purchase your product with a strong call to action. If they are delighted with it, they will buy it multiple times.
To understand the journey, you need to understand your customer persona, pain points, obstacles, wants, needs, and budget. You also need to know where they are positioned on the sales pyramid to attract them.
Generally speaking, with any group of customers, there are four levels in a pyramid structure:
- The 80% who want to change but don’t mean it
- The 15% who say they want to change and improve but they need a lot of prompting
- The 4% dedicated to doing whatever it takes to evolve, improve, and change the world
- The top 1% dedicated to hiring whoever it takes so they can evolve, improve, and change the world
The pyramid base is where the 80% live – those who say they want to change but generally don’t ever get there. The next level of the pyramid is the 15% who want to change and improve but need a lot of prompting to reach their destination. The 2nd closest station to the top is the 4% who are willing to do whatever it takes to evolve, improve, and change the world. The top 1% of the pyramid have the money to hire whoever it takes so they can develop, improve, and change the world.
Within the pyramid structure is a marketing strategy. The marketing strategy for each of the three phases in the buyer’s journey addresses specific goals. BRENT has a four-phase system for climbing the pyramid. We will discuss each phase over the coming weeks.
If you would like to learn more about the BRENT system click the button below:
