Before I begin to explain the inbound sales methodology in detail, I want to take a moment to reflect on a key aspect of the entire inbound philosophy: customers.
Today it is essential that we be able to adapt to the behavior of the digital client , which fits much better with methods based on attraction compared to traditional invasive techniques.
Today’s consumer has become the center of attention for brands, which must focus on understanding their needs and desires in order to offer them valuable solutions.
One of the most important keys of current users is that they investigate before any purchase, using means such as search engines, the official website of the companies, email or social networks. They are also more demanding with brands, since they seek both personalization and immediacy in their communications.
To get to know customers better and get the most out of interactions with them, inbound sales applies two tools that we are going to see below: the buyer journey and the buyer persona.
Buyer journey
The buyer journey is a tool that captures the entire consumer journey in the form of a map . From the moment they come into contact with a brand for the first time until they become a loyal customer. Thanks to it, we can see what are the moments of contact between brand and customer and what is their importance.
Although each buyer journey is different depending on the circumstances of the user and the brand. In general we can distinguish these three phases:
- Knowledge : the user has a need or a problem that he wants to solve.
- Research : the user performs a search for the options on the market to solve this need or problem.
- Decision : finally, one of the solutions convinces you more than the rest and you make the decision to buy the product or contract the service in question.
Having a buyer journey allows us to align internal Dominican Republic Email List and external visions, clarify key points of contact. Detect dangers and opportunities, and better personalize our marketing. All this leads to a better purchasing process and, ultimately, to a greater number of conversions to sales.
buyer persona
The buyer persona is a semi-fictitious representation of our ideal clients . Knowing who we are addressing helps us to know what to communicate and when, thus increasing the conversion rate.
The key to developing a good buyer persona is in research . Look for TR Numbers valuable interviews with your current clients. Your potential leads and your wider network.
For example, a buyer persona for a B2B company might include the following information:
- Fictitious name and photograph.
- Age.
- Education level.
- Social networks you use and preferred communication methods.
- Responsibilities of your position and direct superior.
- Job objectives and ways to measure them.
- Tools you use regularly.
- Sources of information you use in your work.
- Major challenges and weak points.
