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How can you use a customer's buying journey to improve your pitch?

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As an outside sales professional, you know that every customer is different and has their own needs, preferences, and motivations. But did you know that you can use a customer's buying journey to tailor your pitch and increase your chances of closing the deal? A customer's buying journey is the process they go through from becoming aware of a problem or opportunity, to evaluating possible solutions, to making a purchase decision. By understanding where your customer is in their buying journey, you can align your pitch with their goals, challenges, and questions, and provide them with the most relevant and compelling value proposition. Here are some tips on how to use a customer's buying journey to improve your pitch.

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1 Awareness stage

In the awareness stage, your customer is just starting to realize that they have a problem or opportunity that needs to be addressed. They are not looking for specific products or services yet, but rather for information and education. Your pitch in this stage should focus on creating rapport, building trust, and showing that you understand their situation and can help them define their problem or opportunity. You can use open-ended questions, stories, and case studies to engage your customer and demonstrate your expertise. You can also offer them valuable content, such as white papers, ebooks, or webinars, that can help them learn more about their issue and potential solutions.

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Femi Adisa Lawal

Senior Retail Manager with Luxury Expertise - | Specializing in High-End Retail Operations and Customer Excellence
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Personalize Your Pitch listen carefully to your customer and relate to the information you're getting, every customer is uniquely special...

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2 Consideration stage

In the consideration stage, your customer has clearly defined their problem or opportunity and is looking for possible solutions. They are comparing different options and features, and evaluating the pros and cons of each. Your pitch in this stage should focus on highlighting your unique value proposition, differentiating yourself from the competition, and addressing any objections or concerns your customer may have. You can use demonstrations, testimonials, and comparisons to show how your product or service can solve your customer's problem or help them achieve their desired outcome. You can also offer them free trials, samples, or consultations that can help them experience your solution firsthand and see the benefits for themselves.

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3 Decision stage

In the decision stage, your customer is ready to make a purchase decision and choose the best solution for their situation. They are looking for validation, reassurance, and incentives to buy from you. Your pitch in this stage should focus on closing the deal, overcoming any remaining barriers, and creating a sense of urgency and excitement. You can use social proof, guarantees, and discounts to persuade your customer that you are the best choice and that they are making a smart decision. You can also use trial closes, assumptive closes, and alternative closes to move your customer to action and get their commitment.

By using a customer's buying journey to improve your pitch, you can increase your relevance, credibility, and persuasiveness with your prospects. You can also build stronger relationships, reduce sales cycles, and boost your conversion rates. Try it out and see how it works for you.

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Kapil Mohan

Managing Director at Terminal -1 . Motivational speaker , with more then two decades of experience in Imports , luxury and domestic car sales with Nissan , Toyota , Maruti , Hyundai , Ford and BMW .
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When customer have decided and zero downed on product which he is looking for this is the stage where all tools pertaining to products should be used . As now it’s on a closure stage and right sales pitch should be used effectively which will help in fast closure .

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use a customer's buying journey to improve your pitch?

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1 Awareness stage

2 Consideration stage

3 Decision stage

4 Here’s what else to consider

Outside Sales

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How can you use a customer's buying journey to improve your pitch?

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1 Awareness stage

2 Consideration stage

3 Decision stage

4 Here’s what else to consider

Outside Sales

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