Understanding The Buyer Journey
Do you want to know how people buy, why they buy, and just as importantly why they don’t?
Course you do.
This is because knowing all of this is crucial for the success of your business.
And it is understanding the Buyer Journey that will help you A LOT with this.
Now to do this, you can use a Purchase Wheel.
Let me introduce you to that now:
What the above Purchase Wheel shows is that people begin out of market as Future Customers (and this is where they spend the majority of their time).
They are then triggered into market and become Current Customers (they don’t spend very long here).
Once in market, they then choose a brand to purchase.
After they’ve made their purchase they are then out of market again and so return to being Future Customers.
As you can see there are really two main stages:
- In market
- Out of market
Below is what you need to do and how to do it for each stage:
In Market Stage
What do you need to do here?
Catch people when they fall into market, by being easy to buy.
How do you do it?
Be where people are shopping.
Further demonstrate the value you offer customers, by focussing on the drivers and barriers to purchase.
Out of Market Stage
What do you need to do here?
Be remembered at the moments when people are triggered into market for relevant needs, wants, and desires (the value the customer wants).
How do you do it?
Identify the things that are triggering people into market (needs, wants, desires).
Lodge your brand into people’s memories
for those triggers.
Pretty straightforward when you look at it like this, isn’t it?
The job next then, is to use the purchase wheel to map out the buyer journey.
And to do that you need to identify where the challenges and opportunities lie for your brand. That’s something I’ll show you how to do in a follow up post.
So until then…