Do you truly know the purchase journey of your clients?
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe” – Simon Sinek
This is more than enquiry, to sale, to contract. Really delve into what the journey your client goes on from before you, to after you. At each point along their journey, your client will need reassurance and questions answered. Think about the journey, step by step, and consider what you can do to improve and better your clients experience.
So, let’s think back to the beginning. Before they realise that they need you, tell them why they need you. For your clients to hear you, be visual online and network with the right community to put your business in front your potential clients. Answer their pain points, solve their concerns, and fix their problems through advice, visuals, testimonials and your ideal packages and services.
They like what they are hearing and seeing, so how do they now connect with you? How easy is it for them to get in touch with you, are you unnecessarily making it too difficult to get what they need from you? Are your business hours unreliable or your response times are too long, perhaps you don’t have a website contact form. Maybe you only offer a phone number? Think about how your client wants to connect, how they currently connect and what you can do to improve communication.
Now you have the leads, you need to qualify them and decide how you can best serve them. In turn, you are demonstrating your value to your potential clients. How are you currently proving that you are the right choice? Think about what you are doing to let your clients know that you are THE ONE.
Let’s be honest, no one is perfect and you are not a one size fits all kind of business, so be truthful with yourself and consider how you may not be the perfect option and rather than shy away from the concerns, face them head on.
Help your client see the bigger picture and not a tiny detail that is preventing them from making any decision.
Be compassionate but honest, allow a little flexibility and help your clients understand how to make the right decision.
We all know that some people only settle for perfect and never end up deciding, because perfection is subjective, and nothing is perfect!
When you have the client signing on the dotted line, remember, this is still part of their journey.
You are still selling yourself. You may have got them to book, but what is stopping you from over selling and upselling your products and services?
This is the most important part of the journey to be brutally honest, this is the part of the journey where they may be thinking “argh what have we done, have we chosen the right one?”
This is the time to clarify, confirm and reaffirm YOU ARE THE ONE.
Steve JObs, Apple
“Some people say, “Give the customers what they want.” But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, “If I’d asked customers what they wanted, they would have told me, ‘A faster horse!'” People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.””
“Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.”
How do your clients feel now? They have booked, they have the right service and product for them… but what happens next? At this point, it is important to confirm you are solving their pain points. Be very clear about expectations so you can manage them throughout the rest of the journey, allowing them to understand the process, know what you do and what is expected of themselves. Building rapport during this stage is key to up-selling, key to good reviews and key to them seeing you going above and beyond.
After you have delivered your fantastic product or service, then what? What happens after everything is all done? You say bye and move on your merry way? STOP! Your client’s journey should not end on the day, their experience should continue beyond their big day. This is the time to follow up, get testimonials, check in on them, receive feedback, images (because we all love these!) and ultimately, they are more likely to recommend you after. Let them feel special to you and your business and allow them to feel a part of your journey too.
So, what part of your client’s journey are you looking to improve?
Have us map your purchase journey for you…
A checklist for your finished journey map
Once you have the clear parts assembled and a hypothesis map created, use this checklist to make sure your map hits all the right notes. You will find below a link to a specific product we offer which would allow us to map this journey for you, and would allow you to invest just £99 to have this work completed for you;
- A customer journey map focusing on key personas and ideal clients?
- A clear brainstorm covering your purchase/interaction process across all sales channels?
- A bullet list of both mechanical and emotional customer measurement data options (thoughts, feelings, pain points, emotional responses, etc.)?
- Moments of Truth option maps? Have you looked at where you can be innovation, and groundbreaking. Where you can take steps through your strategy as the leader you really are?
- Does it include elements that are customer-centric and insightful, remember to think and examine your business, sector and niche holistically.