The concept of a buyer’s journey is dead and, frankly, was misunderstood and taught incorrectly for decades.
It’s about the Buyer’s Experience through your journey.
How was dinner at ____?
How was your vacation to ____?
What was it like flying during the summer of 2022?
Nobody is asking you about your journey. They are asking about the experience.
In short, follow the money.
- A reminder, what we build is a hypothesis and we should expect it to change/be different over time and growth, and economic climate.
- Build the flow based on a PO going from Stage 1 to Stage 2, etc. Not the people.
- If your feedback is telling you its different, would it make sense to rebuild based on that feedback? (Even if it means we don’t like what we see/hearing?)
- Build the exit criteria based on the personas.
- IT Approval (Which means: confirmed IT Pains, and they agree we solve them).
- IT Approval (Which means confirmed Security Team Pains and they agree with solving them).
- Security Team Approval, etc…
- End User Approval
- And so on…
- This means having strong Exit Criteria from one stage to the next. The exit criteria are things like:
- First meeting conducted
- Demo Conducted (Not a Stage Name)
- Meeting with ____ department conducted
- Approval from ____ department head
- Timeline confirmed
- Proposal Sent (Not a Stage Name)
- Contract out for redlines
- Discussed and understood how the decision is made
- Discussed and understand the approval process once the decision is made
- Discussed and understood the contracting process
- Confirmed we will have signed contract by <date>.
- Now, the challenge is making sure you don’t create field creep in the CRM.
- We recommend these be drop-down or simply check boxes
As you can see, this type of information helps your sales reps follow a process as well as ensure a great experience for your prospects and customers.
Final Tip: One exit criterion is often overlooked in each stage. The next meeting will be on <date> or I will contact them on <date>.
We hope you have enjoyed your experience.