On this episode of the Glow On… Podcast, we dove deep into the evolving landscape of the buyer’s journey. As both sellers and consumers with some pretty high standards (if we do say so ourselves), we’ve got some unique insights to share on how businesses can adapt their sales strategies to meet the needs of today’s savvy buyers.
The Shift in the Buyer’s Journey
Let’s get real for a second – gone are the days when a potential client would make a buying decision on the spot after a single meeting. Today’s buyers, especially our Gen Z friends, are more informed and discerning than ever before. As we discussed in the episode, “Buyers are now well informed and gather as much information as possible before making a buying decision.”
This shift means that by the time a potential client reaches out to you, they’ve already done their homework. They’ve likely scoured your website, stalked your social media, and maybe even scrolled back to your very first Instagram post (yep, it happens – we’re looking at you, patriotic pies of 2012 and first-time-at-a-bar posts!).
The Know, Like, Trust Factor
We break down the buyer’s journey into three crucial stages:
- Know: This is when potential clients first discover you, usually through your website or social media.
- Like: As they engage with your content, they start to develop positive feelings about your brand.
- Trust: This is the final stage, where they’re ready to have a conversation about your services.
Here’s the kicker – according to the HubSpot article we reference in the episode, even at this trust-building stage, clients still have about 20% of their journey left before making a final decision. Mind-blowing, right?
Adapting Your Sales Approach
So, what does this mean for your sales strategy? Here are some key takeaways we’ve picked up along the way:
- Be Transparent: From the get-go, be clear about your process, pricing, and what clients can expect when working with you.
- Prove Your Value: We can’t stress this enough – “Buyers who have a negative experience with sales say that representatives were pushy, didn’t listen, weren’t helpful, and could not prove value.” Focus on demonstrating your unique value proposition.
- Tailor Your Communication: At Develop Academy, we teach about four main buyer types: the Relator, the Analyzer, the Boss, and the Dreamer. Understanding these types can help you communicate more effectively with each potential client.
- Be an Advisor, Not a Salesperson: By the time clients reach out, they’re looking for guidance, not a hard sell. Position yourself as a knowledgeable advisor in your field.
- Consistency is Key: Ensure your messaging is consistent across all platforms, from your website copy to your social media posts and even those ancient Instagram photos (we’ve all got ’em!).
The “Sepia Bride” Connection
Remember the viral “Sepia Bride” situation on TikTok? We use this as a perfect example of how quickly information spreads in today’s digital age and how it can impact buying decisions. It’s a reminder that every interaction, online or offline, is part of your sales process. We chat more about this specific situation and what photographers can learn from it in this episode.
Wrapping It Up
As we like to say, “Your buyer wants to be Luke Skywalker, and they want you to be Yoda. You are the wise one. You will provide the answers.” (And no, we’re not going to get into the whole Jar Jar Binks debate here. We’ll save that for another episode!)
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Dive deeper into these strategies with The Sales Glowup! We’ll help you navigate the changing buyer’s journey and connect with your ideal clients in a way that feels authentic and effective.
Want to hear more of our insights? Listen to the full episode of The Glow On… Podcast here. And don’t forget to check out this episode where we dish all about the Sepia Bride situation!
Remember, in the world of sales, as in life, sometimes you’ve got to be flexible. As we discussed, “Choosing which way you bend is a lot more purposeful than just being malleable.” So, choose wisely, and may the sales force be with you!
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