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Approx time to read: 2 minutes

Key Take Aways:

Discusses the three steps in the buyer’s journey and how your business communicates around the psychological shifts that occur during your buyers’ journey will determine if the customer you worked so hard to win will remain a loyal and valuable customer for life.

  • BIG brand loyalty is based on highly emotive reasons rather than purely rational reasons.
  • Different emotions arise during the Attract, Sell and Wow phase of the buyers’ journey.
  • Mapping the marketing and sales process against your customer’s “Buyer’s Journey can give you insights into the psychological triggers throughout the sales process.

At Intertype, we get to work with some amazing “BIG” brands including L’Oréal, Elizabeth Arden, Nespresso, Swarovski and just last week we added Tiffany & Co to the list.

Brand loyalty is one thing that stands out and is a big factor behind the success of Big brands which got me thinking about how can you build a business that’s based on deep and significant customer relationships.

It didn’t take me long to understand that BIG brand loyalty is based on highly emotive reasons rather than purely rational reasons. Being totally rational why would anybody pay over $10,000 for a handbag? Basically, it is never about price but rather it’s the entire customer experience as they go through their “buyers journey” and owners experience.

When you map your marketing and sales process against your customer’s “Buyer’s Journey” you can start to understand some of the psychological triggers that are going on in their minds and you can begin to leverage the positive and counter the negative emotions along the way.

Let’s have a quick dive into the some of the emotional issues across a standard marketing and sales process

Attract Phase

During this phase your prospects are looking to solve a problem. Their main emotion they are dealing with involves fixing a pain point. They are looking for answers while researching possible solutions. They may be dealing with feelings of anticipation, overwhelm and even anxiety.

Sell Phase

This is their decision-making time. They have a focus on the relationship they are building with the individual sales person and are looking to establish trust while gaining peace of mind that your business can solve their problem.

Wow Phase

As you move into delivery mode one of the first emotion you must deal with is “Buyers Remorse”. That dreaded feeling that you may have made a mistake, this isn’t going to work, will I hate working with these people…you get the picture. For most businesses, this is when the team that delivers the product or service is introduced. Suddenly your customer’s personal relationship and trust they have developed up until now is handed off which, when done badly can have enormous emotive repercussions.

Just like the BIG brands, how your business communicates around the psychological shifts that occur during your buyers’ journey will determine if the customer you worked so hard to win will remain a loyal and valuable customer for life.

Stay tuned for the next article where I dive into the different communication methods you can use along the way.

Ian Bosler is the founder of Intertype which provides a suite of integrated online and offline communications tools that are configured to help you Stand Out and Get Noticed.

This article first appeared in The Intertype Blog  on 28 Feb 2019

The Author

Ian Bosler: Intertype and 7 Figure Coach

Printing, Marketing and Sales Process Automation Specialist

With over 30 years Corporate Marketing and Sales experience mainly gained in the Printing and Graphic industries, Ian Bosler is now applying his extensive international Marketing and Sales experience to help Coaches and Consultants to build “7 Figure” businesses that are highly profitable and that become a saleable asset.

Ian’s focus is to help Coaches to design, build and deploy highly automated Marketing and Sales Processes that work in the online and offline world that is today’s reality. Ian has used the same automation tools in his printing business, Intertype, to buck the decline in the printing industry with over 13 years of unbroken organic growth. He understands that the technology required to build and operate a modern, automated marketing and sales process is an issue most business owners struggle with. His unique “done with you” approach cuts through the “tech haze” and “snake oil selling” to deliver clients a tangible return on their investment within 90 days.

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