How Can You Influence the Buyer Journey?


Attracting a prospect is hard enough. How much more influencing them to become your clients? 

Difficult? Yes… Impossible? NO!

If you understand your prospects’ psyche and why they choose another provider over you or others, you can create tactics that influence them to choose you. 

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The Truth about Customer Journey

With almost all information readily available on the Internet, your prospects can get tons of information about a brand easily. 

They can get it through word-of-mouth, testimonials, feedback, and more.  

So even before you approach them, they have an idea of sorts about your business before you open your mouth. 

But that doesn’t mean that they don’t want any help. Because, let’s admit it, Google does not necessarily have all the answers. 

Additionally, each of your prospects is unique as well as their journey towards saying YES to you. 

Related: The B2B Buying Process Has Changed: Here’s How Not to Get Left Behind

Leading the Way for Your Prospect’s Conversion

The buying process is a complex one with one experience differing from the other. 

And your marketing and sales team can leverage it to subtly influence the prospects’ decision and convert them to become your clients. 

Here are a few tactics help you get you started: 

How to Influence Buyer Journey as a Marketer

A lot of entrepreneurs think that presenting the benefits of using their products or services can convince their prospects to become clients.

That’s a big mistake!

People don’t care how great your company, your brand, your product, or your service is.

They might ooh and aah at how amazing it is but it stops there. 

Remember– it’s not about you but about them. It’s  about their needs, not your products or services.

Person with light bulbs

So if you want to attract them, you just don’t want to present a solution for their pain points. 

But most of all, help them discover the root cause of their pain point. And that starts with the content you put out there. 

For example, your product is an email automation software specifically for B2B services companies.  When your target audience sees your content, will they see this?

 Our automation software will help you get more leads.

That’s a fair enough point because who doesn’t want to get more leads. The problem is, that’s the same sales pitch others are saying. Therefore, your message will easily drown in the sea of competition. 

If you want your prospects to respond much more positively to you, you have to show them their problem by saying:

According to the Harvard Business Review, 37% of B2B companies are losing leads because they take more time to generate leads rather than react to them. 

Now, you catch their attention! Is there anything wrong with generating leads? What does HBR mean when we should spend more on reacting to leads?

You have created a crisis (a need) and brought it to their attention. And the good thing about it? They will most likely ask you for a solution. 

If you want to use this strategy, you must do thorough research about your prospect or your target audience. 

Ask them. Use a checklist to help you uncover what your target really needs.

Related: Industry Insights: A Telco Player’s Guide to Win B2B Buying Teams Over

Make Your ROI Case Clear

Money is one of the biggest drivers why a prospect will say YES and become a client. 

It might be the cost. It might be how much they can save. Most of all, it could be how much ROI they can get. 

Most of the time, they will say YES if they see how much revenue they can get from an investment. 

Make your ROI case compelling by including these elements:

  • Opportunity — you understand their challenges and pains. But they can boost their revenues more than what they have now using the method you’re presenting
  • Existing Strategies – show them the revenue-generating strategies they’re using. And how it is failing to bring in the numbers they want
  • Breakthrough — just when they are about to give up because of failed strategies, present them with a new way to win and drive their revenues up.
  • Result — Use case studies to show them that the method you’re suggesting will work. It’s also the time to invite them to trust and collaborate with you. 

Related: Account-based Marketing: Why It Delivers the Highest ROI

How to Influence Buyer Journey as a Sales Rep

Now that your prospect is right at your doorstep, your sales rep can make or break the deal. Here’s a super helpful tip on how to influence your prospect and seal the deal with them: 

Show Them What’s Possible

You most probably heard about the big picture.  It is particularly important if you want to forge a long-lasting relationship with them. 

Business people riding paperboat

Presenting the big picture includes showing them the possibilities and opportunities they have if they choose you. 

Walk them through the experience, like some sort of a virtual tour. 

Show them what they are like now — with the challenges and problems they are experiencing — until the time they use your product / service — including the wins. 

The exercise eliminates any doubt they might have. It will also make them feel more confident about their decision. 

Related: 4 Exceptional Qualities of a Well-performing SDR [INFOGRAPHIC]

Final Thoughts

You will be able to know more about your target audience by listening to them and utilising the data you have. 

Talk less and ask meaningful questions so you can give your prospects meaningful solutions.

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