Step 1: Completely map out the buying cycle from the customer’s point of view.
[ms-protect-content id=”1409″]The first step in creating a customer centric sales process is to map out the buying cycle from the customer’s point of view.
If you completed the 8 Week Power Blog Launch series, you have already performed many of these activities as part of your lessons there. Now you can simply take that information and plug it into the first stage of your customer centric sales process.
In this example, I’m going to illustrate how a consumer moves through the sales process and decides to hire a career coach.
Begin mapping out the sales cycle by identifying the problem the consumer has that you can help them solve.
For example, “Sally is a mother of two. During her last performance review, her boss told her if she didn’t start spending more time in the office, her salary would be capped and she would not be considered for further advancement. Sally has to make a hard choice between her job and her children. That performance review marked the moment when Sally made the decision to begin searching for a new career.”
It’s extremely naive to expect the next step Sally will take is to jump on the internet and begin searching for a career coach. As a matter of fact, Sally isn’t likely to start searching for a career coach until she has been unsuccessful at finding a new job.
It’s important to explore all of the options Sally will explore during this critical period of time between when she begins her job search and when she makes the decision to hire a career coach.
If we limit our examination of Sally’s behavior to when she begins her search for a career coach, we will have missed dozens of opportunities to get our career coach’s practice in front of Sally.
Believe it or not, it’s possible that Sally will never recognize her need for a career coach without our intervention.
By including this critical period in our sales process analysis, we can identify several opportunities to place our career coach’s practice in Sally’s path as she tries to find a new job.
CAREER COACH CONSUMER JOURNEY PROCESS:
These are key questions we must answer to better understand Sally’s actions BEFORE she decides to hire a career coach.
- What key activities will Sally engage in as she begins her quest for a new career?
- What information will she need to begin her search?
- Where will she turn for guidance?
- What roadblocks might she face?
- What obstacles will she have to overcome?
- What will have to happen for her to decide to hire a career coach?
- What services will she expect from a career coach?
- What might make her decide against hiring a career coach?