Regardless of industry, your prospects are on a buyer's journey, which is now companies convert followers into leads, and eventually into customers. We tend to examine the buyer’s journey from two different perspectives: the customer and the provider.
Many companies, such as HubSpot and McKinsey, have defined the many ways to examine the buyer’s journey from each perspective. The provider often focuses on the stages of attract, convert, close, and delight.
From the customer perspective, while they might be ready to buy eventually, it will take time to evaluate and begin to trust a potential seller. The Spur Group, we consider the buyer's journey to be three stages: research, consideration, and evaluation.
- Research stage: This stage is all about recognizing a need or problem and attempting to diagnose it.
- Consideration stage: After diagnosing the problem, the customer is comparing the various ways to solve their business challenge(s).
- Evaluation stage: Following the review of possible solutions, the customer is ready to select a solution that best meets their needs.
In order to attract customers at every stage of the game, it’s imperative that you have content to support your company’s claims.
We’ve seen three successful content offerings for each stage of the buyer’s journey.
- Blog: Enables potential customers to see your thought leadership and educational resources. Blogs are often the first point of contact customers have with a company and it is imperative to show expertise and credibility right out of the gate.
- Datasheet: Delivers the high-level facts and feature specifications for your product or solution. Intended to quickly educate customers on technical characteristics as well as encourage customers to ask for additional materials or time with experts.
- Whitepaper: Provides an in-depth view of your product or solution in the context of a specific business challenge.
- Business Decision Maker (BDM) presentation: Presents information about a product or solution to address specific business challenges. We find that these presentations enable sellers to lead compelling business-value conversations with decision makers.
- Technical Decision Maker (TDM) presentation and solution graphic: Displays information about your product or solution to technical decision makers, addressing specific features that tackle business challenges. Includes a solution graphic that visually outlines how your product or solution works. TDMs are looking for more details on the technical features of your product or solution. A TDM presentation and solution graphic allows these key stakeholders to see the big picture and drill into what interests them.
- Demo: Shows stakeholders how your product or solution works. Often times demos can move buyers though the buyer’s journey much faster as they can see exactly how your product or solution will impact their business in a positive way.
- Customer evidence: Proves your company’s credibility, which helps buyers trust your claims.
- ROI Calculator: Demonstrates how your product or solution fits into a prospective customer’s budget and the benefits they’ll receive from investing in your company.
- Objection-Handling Guidance: Gives sellers with the right language to successfully sell a product or solution to prospective customers.