Whether or not your prospect buys from you comes down to their experience.
Every time a consumer makes a decision to buy (or not to buy) a product, that decision is influenced by a zillion different little factors—all of which make up the overall buying experience.
While product, service, messaging, visual brand, and overall communications strategy are all crucial pieces on their own, even more important is how they work together to create an overall customer experience.
An effective buyer’s journey maximizes this experience. It integrates all the working pieces in a way that educates, builds confidence, provides motivation, and proactively addresses customers needs.
Unfortunately, this is a difficult thing to see in context.
We’re often so close to our product or service we suffer from the curse of knowledge. We don’t look at how our customers experience their journey through the buying process. We don’t consider the buyer’s journey.
To avoid this common pitfall, read on. [Read more…]