Learn your Customers Buying Process
Learn your Customers Buying Process
Since the buying process is defined by the customer, it may seem to you that it is completely subjective. However, there is a lot about any buying process that can be made objective. This requires first breaking down the term of 'buying or purchasing' into a number of areas that define its characteristics. Look at each of the individual characteristics and determine your reaction to that process. For instance, one of the features of your product may be testing the solution in their environment. Having a case study, testimonial in place may accelerate the solution or even prevent a full test having to be conducted. One such tool you can use for reviewing your marketing process is a marketing hourglass or sales funnel. It will allow documenting the customer’s process and determine the marketing reaction to it. Eventually, you may create numerous hour glasses based on products and sales channels to be effective.
Marketing is not an event - it is a process, and a mindset. A consistently high quality marketing effort cannot be produced by a faulty process. Not only do have to have products or services in place to meet your customer expectations, there also needs to be a repetitive cycle of measuring value and updating processes that must take place. To make the process work, you must collect metrics along the way. This requires measurement. Without, it will be very hard to improve any process through any initiative. You have to start somewhere, even if the metrics prove to be faulty, without any, you will never start. That is why a proven system or plan is imperative. Most people get bogged down in the lack of planning structure and many good ideas are wasted because of a poor plan. But that is a topic for another time. For now, try making your marketing resemble your customers buying process. You might be surprised by its effectiveness.
Learn your Customers Buying Process - To learn more about this author, visit Joe Dager's Website.
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Your marketing is ultimately measured by your client. The goal is to meet the client's requirements and expectations in selling your product. There is a tendency to think that marketing means a great looking ad, a great event or a direct mail piece. But a brilliantly designed ad that fails to provide a ROI is well, wasteful? The purpose of marketing, using the Duct Tape Marketing definition is getting someone with a need to know, like and trust you. But to do that, you must first understand the customer’s buying process and put a proactive plan and process in place to meet those criteria.
Since the buying process is defined by the customer, it may seem to you that it is completely subjective. However, there is a lot about any buying process that can be made objective. This requires first breaking down the term of 'buying or purchasing' into a number of areas that define its characteristics. Look at each of the individual characteristics and determine your reaction to that process. For instance, one of the features of your product may be testing the solution in their environment. Having a case study, testimonial in place may accelerate the solution or even prevent a full test having to be conducted. One such tool you can use for reviewing your marketing process is a marketing hourglass or sales funnel. It will allow documenting the customer’s process and determine the marketing reaction to it. Eventually, you may create numerous hour glasses based on products and sales channels to be effective.
Marketing is not an event - it is a process, and a mindset. A consistently high quality marketing effort cannot be produced by a faulty process. Not only do have to have products or services in place to meet your customer expectations, there also needs to be a repetitive cycle of measuring value and updating processes that must take place. To make the process work, you must collect metrics along the way. This requires measurement. Without, it will be very hard to improve any process through any initiative. You have to start somewhere, even if the metrics prove to be faulty, without any, you will never start. That is why a proven system or plan is imperative. Most people get bogged down in the lack of planning structure and many good ideas are wasted because of a poor plan. But that is a topic for another time. For now, try making your marketing resemble your customers buying process. You might be surprised by its effectiveness.
Learn your Customers Buying Process - To learn more about this author, visit Joe Dager's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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