This article reveals the different interactions customers expect in different stages of the buying cycle. It specifies the events that trigger them to buy. The article then clarifies how to improve your sales by using this information to perform more effective marketing.
The customer buying cycle consists of three stages:
A customer with time on his hands will feel annoyed if a salesperson gives him too much attention and tries to convince him to buy something. But if the customer is looking to buy a specific product quickly, he will be irritated if a salesperson does not attend to him quickly.
In the first scenario, the customer is in the Awareness stage. In the second, he is at the closing stages of the buying cycle.
Thus in the Awareness stage, customers wish to browse around and would like to be left alone. In the later stages, customers would appreciate prompt and efficient help. An inappropriate sales approach can cause buyer frustration.
For online shopping, marketers should provide appropriate paths in the website for each stage. Visitors can self-identify their stage in the buying cycle from the paths they take, if they are given the options.
The key to lead nurturing is to stay in touch with customers over the long term, and build their trust with lead nurturing. If customers come across a happening that triggers them to buy, they are likely to give importance to your product.
To start, marketers should get customers’ email address. They can then use it to nurture customers with webinars, newsletters, a blog, and customer success stories.
Lead nurturing can be accomplished with marketing automation software provided by vendors such as Eloqua, Marketo, and HubSpot. These products can help you send relevant messages to customers. They indicate the stage the customer is in the buying process by monitoring if they re-visit pages like the pricing page, which would show buying intent. Marketers can then allocate more resources to these leads.
Effective lead nurturing should influence the consideration process. This can be accomplished by product comparison, customer success stories, etc. Marketers should make it easy for customers to consume this info and move on in the buying process.
A Trigger is a happening that makes it urgent for the customer to buy a relevant product for a need.
Examples of Triggers:
- A hard disk crash can trigger a customer to buy a backup system
- A burglary can trigger a customer to buy a video security system
- A growing company would feel the need to buy a modern HR software system
How to Influence Triggers:
- Identify the customers you should target
- Send effective messages to the target prospects
- Identify the customers who look ready to buy
- Recognize the different customer types that purchase your product
- Identify the triggers that influence customers to buy
- Create content and messaging for each customer type and trigger combination
- Try to create a trigger event for the customer
Our article on how to improve your sales sheds light on the customer buying cycle and triggers. To influence them, marketers can take the following steps:
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