Closing More Business – Understanding the Buyer’s Journey

Closing More Business – Understanding the Buyer’s Journey

Buyer’s Journey

With this article, I begin a series on understanding the Buyer’s Journey.  Sometime this is called the Buying Cycle.  It is important to understand the Buyer’s Journey so that you can provide the right information at the right time and are able to identify which prospective customers need your attention now.  By mastering these phases, you can greatly increase your closing effectiveness because you will be able to nurture your leads and be there to close the deal at the right moment.  In addition, by paying attention to the responsiveness of a lead, you will be able to prioritize the prospects that you are more likely to close.

This journey can be very short such as finding and going to a restaurant.  Selecting a restaurant can occur a few minutes to a few weeks before the purchase.  Other journeys can take as much as six months such as selecting a new car or contracting for a kitchen remodel.  Finally, some cycles can be a year or longer such as with buying a new house.  So depending on the length of a typical buyer’s journey for the product or service you offer, you will need to adapt the general suggestions here.

Next week I will begin the first part of the journey – Awareness.  In subsequent weeks I will cover Consideration/Justification, Decision/Purchase and finally Evangelizing.


Bryan B Mason

Apollo Consulting Group, Providence, RI

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