When it is good to know well the client’s decision path

In each business model, and even with certain clients, before establishing a business relationship with them, it is important we study and foresee what their decision journey may be.

Today, and more so with technology, there is a complex omni-channel relationship with clients within our funnel strategy: attracting attention, generating interest, awake the desire and getting them to act by buying from us.

Technology, omni-channel, fosters the vision of business “always open and communicated”, in real time, immediacy. When it is not the result of our direct action, we never know when and where the client may appear.

When does the client appear?

A call or an email after an article in the press, or an Internet search, a visit, a meeting in your own event or that of third party… Under what different channels and initiatives can the relationship be established? What will be the weight of each one to achieve the conversion for sale? How many contacts will be necessary? How can we influence the client and be part of their purchase decision process?

This perspective is important. For example, if in a business model the conversion is made for instance after the 4^th or 5^th contact, we should not abandon after the 1^st or 2^nd. Whether due to our uncertainty, excessive dispersion of commercial action or a short-term vision.

Commercial work, particularly in consultative sales, requires us high doses of patience, tenacity and resilience

Although many argue that only with the sale does the relationship with the client, and the negotiation, begins, obviously before we must take care of the contact with him. Whatever it be a linear or a cyclical contact. I mean to plan, contact, detect needs, argue and offer, negotiate and manage objections, close the contract, follow up service execution …

Thus, commercial work also demands great preparation, specialization and agility.

It requires making the most of the opportunity and time of contact with clients with the greatest precision and conciseness.

Photo by Belinda Fewings on Unsplash