The customer journey

When people buy from you, they go through 5 stages:

1. Awareness 
Awareness building is a central aspect of marketing activity. What are you doing to raise brand awareness?

2. Prospect
Someone who is going through the sales qualification process. As all Sales Managers know, enterprises must have a pipeline of potential customers that they have identified, talked to and qualified.

3. Customer
Someone who has bought from you once. Money has changed hands on a single occasion. Therefore, this is transactionally based. This means that there isn’t a deep relationship. If you have been in business for some time, you may well have a significant number of dormant customers. Go back and start communicating with them again. It is typically five times less expensive to sell to a customer, as it is to a stranger.

4. Client
The next stage is to turn customers into clients, through repeat business. This may include up-selling (i.e. increasing the size of the sale) and cross-selling (i.e. selling them something else).

5. Advocate
A handful of customers, a larger percentage of clients and some of your (non-client) friends will become Advocates. These are the people who recommend you. Everyone loves referrals. The question is: do you have a referral system in place?

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