The Buyer's Journey

As salespeople we tend to think in terms of, “What stage is Prospect X at in my pipeline?”

It's easy to get caught up in our own internal process.

Here’s why that’s risky.

Each of your prospects is focused on many variables and forces, both internal and external, that their buying decision will be influenced by or have an impact on.

They’re on a buying journey that is full of risk. One false move could have a major negative impact on their career.

Chances are great that you’re not looped-in to these variables and forces.

If you're not asking questions about their buying journey, then the majority of your thinking and energy is focused on closing the deal. (or worse, on what happens if you DON’T close the deal).

Which means that you can’t devote time and energy to making sure that they make the best possible purchase decision.

This approach lumps you and your firm in with the rest of the pack.

The good news? Most - if not all - of your competition isn’t considering their buying journey either.

So how do you position yourself as part of their buying journey?

Gartner and others have published definitive paper on the buyer’s journey (google “the buyer’s journey spaghetti” and you’ll see how complicated it gets along with great photos of spaghetti dinners).

For most of our clients is too much darn information, so I've distilled it down into a single question.

If you want to differentiate yourself from the pack and position your firm in the top tier of consideration for a contract, then ask your prospects this question early and often:

“What can you tell me about your buying process?”

There’s more to it, but this is always going to be your starting place.

Try it for yourself and let me know how they react and what happens next!