Extract
Capturing prospects and converting them into loyal customers requires a combination of well-planned strategies that span the entire sales cycle, from initial recognition to loyalty. By understanding consumer expectations and meeting their needs, we can create value and develop long-term relationships that drive business success.
Contents
The Customer Journey: From Prospects to Loyal Customers
In the world of marketing, sales and customer service, the basis of any successful commercial strategy in the sale of products and/or services is the understanding of the customer profile, from their demographic characteristics to their behavioral patterns, motivations, goals and needs. Knowing these details is essential to personalize our messages, improve the value proposition and, ultimately, increase the conversion rate (CTO). Ask questions like:
What problems do they face?
How do they look for solutions?
What factors influence your purchasing decision?
They are key to designing effective campaigns that speak directly to the desires and concerns of these people. The customer journey, or Customer Journey, is the continuous process that begins with the acquisition of prospects, through the development of opportunities and customer conversion, and culminates in the creation of loyalty that encourages lasting relationships..
Each stage of the journey requires concrete strategies that respond to the unique characteristics of each offer based on its nature, whether it is a product or a service.
Product and/or Services Sales Process
Thus, the focus on the sale of products is based on quick decisions and efficient transactions, while the sale of services requires a more personalized strategy and building long-term relationships. Finally, Both sales processes must be adapted to the particularities of the offer To maximize lead capture and conversions:
CHARACTERISTICS OF THE OFFER | PRODUCTS | SERVICES |
Purchase Duration | From minutes to a few days, especially if the person finds what they are looking for. | From a few days to months, because the person does more research before committing. |
Interaction and Personalization | Transactional, the focus is on guiding the customer towards an efficient purchase. | Relational, we seek to adapt the proposal to the specific needs of the client. |
Value Perception | Tangible and easy to evaluate/compare, based on physical characteristics, price and opinions. | Intangible and dependent on proof of trust, based on testimonies, case studies, demonstrations and pilot tests. |
Content Marketing | Focused on showing the product in action, with detailed images, demo videos, customer reviews and specification comparisons. | Focused on educating the client about the process and expected results, with case studies, testimonies, promises and convincing work. |
Role of Price | Determinant, promotions and discounts can be decisive in accelerating the closing of the sale. | Negotiable, depending on the perceived value based on how the service solves their problems. |
Customer Fall in Love | Towards the brand, the overall experience, quality and perception of the same brand. | Towards the person who gives it, being that the personal relationship of trust and connection is valued more than the brand. |
Customer Retention | Plugin-based, such as loyalty programs or recommendations of other complementary products. | Tracking based, such as technical support and periodic update reviews. |
Application of Sales Funnels to Visualize, Structure and Optimize the Customer Journey
Sales funnels, or Sales Pipeline, are a visual representation of the process that potential customers go through before making a purchasing decision. Its funnel shape is due to the fact that, at each stage of the process, some prospects lose interest or do not continue, which reduces the number of people who hire our product and/or service..
1. Top of the Funnel (ToFu): Attraction
In this phase, the main objective is to capture the attention of potential customers, generate awareness about our product and/or service, and arouse their interest. This is where the first interaction with the brand comes into play, meaning strategies should focus on visibility and data collection. Some common strategies for this stage include:
Make physical demonstrations of the product and/or service through seminars and live classes.
Create relevant, high-quality digital content such as blogs, infographics, ebooks, webinars, podcasts and/or videos.
Improve visibility through SEO and SEM techniques about the technical aspects of our website, link building and keyword selection.
Pay advertising guidelines with targeted ads, whether on Google, Facebook, Instagram and/or LinkedIn.
Exchange contact details for exclusive content (lead magnets) as an ebook, a guide, a free consultation or a product trial.
These strategies consist of attracting prospects by offering valuable content, informative and positive experiences that capture your attention organically. Instead of chasing prospects, it's about building a relationship of trust from the beginning.
Finally, the attraction stage consists of guiding the prospect towards considering the product and/or service we are offering. However, it is important to emphasize the need to be present in the client's mind without making it feel like harassment. Having clear and direct calls to action (CTAs), along with simplified processes purchasing decisions are key to facilitating the consideration of our product and/or service.
2. Middle of the Funnel (MoFu): Consideration
In the consideration phase, prospects are aware of our product and/or service but require more information and incentive to make a purchasing decision. That is why the strategies in this stage focus on clarifying possible doubts and demonstrating superiority over the competition. Some common strategies for this stage include:
Show good references with case studies and testimonials that demonstrate a positive result of the product and/or service.
Make comparisons with other competing products and/or services according to the specific needs of the client to demonstrate the added value of the offer.
Deploy temporary discounts and promotions or special packages that encourage undecided prospects to close the sale.
Offer a risk-free return policy or a solid warranty to eliminate doubts and give confidence to the buyer.
Provide technical support with a live chat, or, where appropriate, a free advice or consultation if the customer requires real-time assistance to resolve their doubts and accelerate the sale.
These strategies consist of providing a personalized and seamless experience so that the sales process is clear, efficient and adapted to the customer's needs, facilitating the purchasing decision.
Finally, the consideration stage consists of demonstrating the cost-benefit and value that customers can acquire with our product and/or service. Here, any doubt or barrier must be removed to facilitate the conversion. That is why it is important to have the appropriate digital strategies and tools to develop marketing automation that allows for more efficient follow-up of prospects, and where appropriate, regaining the interest of a prospect who did not complete the transaction.
3. Bottom of the Funnel (BoFu): Conversion
In the final stage of the funnel, prospects are ready to take action. That is why the strategies in this stage focus on acquiring a new customer and keeping it, since acquiring a new customer is more expensive than maintaining an existing one. Some common strategies for this stage include:
Follow up with the client to guarantee your satisfaction with the product and/or service obtained.
Request feedback to improve and demonstrate that customer opinion is important to us.
Recommend other products or services complementary (cross-selling) or improved versions of what you already purchased (up-selling).
Offer loyalty and loyalty programs to encourage customers to continue shopping with you.
These strategies consist of delight the customer through exceptional after-sales service, ensuring that you feel supported and valued so that you buy again and become an active promoter of the brand that helps attract new prospects and generate a cycle of continuous and sustainable growth.
Finally, the conversion stage does not end with the closing of the sale, but rather it is a continuous stage of customer service where it should analyze and measure performance of our commercial process to identify leak points in our sales funnel and make decisions based on data. Tools such as Google Analytics, HubSpot, Salesforce and Zoho allow us to monitor the behavior of commercial campaigns, identify trends and adjust the strategy based on the results obtained.
Conclusion: Taking a Person from Prospect to Customer
The customer journey is a continuous process that begins with prospect acquisition and culminates in the creation of lasting relationships with customers.. Each stage of this journey requires a strategic mix of marketing, sales and customer service, designed to nurture trust, meet needs and remove barriers to purchase.
Implementing effective business strategies to capture prospects and convert them into customers involves much more than a simple sales approach. It requires a comprehensive vision that covers the entire customer life cycle, from initial brand discovery to long-term loyalty. By optimizing each stage of the sales funnel, companies can maximize the return on investment (ROI) of their business efforts and generate sustainable growth.
This holistic approach not only ensures more conversions in the short term, but also lays the foundation for deeper, more meaningful customer relationships in the long term, which is key to maintaining competitiveness and organizational growth in today's business environment.
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About Pablo Tellaeche (Author):
Owner and main consultant of TACs Consultores, Lecturer and University Professor; seeks to bring a true and positive Culture Lean and Digital Transformation to any company with which you have the pleasure of collaborating.
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