The Psychology of a $1M Customer Journey
Benjamin Killen
‘I Create Value’: Co-Founder @ Finsightful Wealth | Business Development @ Fortem Media
Read time: 5 minutes
The mistakes are always the same…
Collectively, myself and the team at Introvert Agency have over 30 years of experience in digital marketing and sales. Yet it doesn’t matter how many years pass, we continue to meet business owners making the same mistakes month after month, year after year, decade after decade.
The biggest mistake we’ve come across?
Failure to prioritise growth.
Now, before you think to yourself?“I always prioritise growth, I don’t need to read this”...
I want you to understand what growth?isn’t.
You see,?growth is not:
Yes, those things are the benefits of growth… but they’re not growth per se.
Okay, so what is growth?
The problem in 95% of B2B brands we’ve worked with can be summed up in a single sentence…
The failure to acknowledge and understand how human psychology impacts purchasing decisions.?
You see, until you add human psychology to marketing and sales, you’ll struggle to achieve consistent business growth.
Simply put; Growth = Marketing/Sales Techniques x Human Psychology.
But I’m an entrepreneur, not a psychologist!?
That’s ok. You do not need a psychology degree to understand this. All you need is an understanding of your customer journey (If you have one, great. If you don’t, keep reading and we’ll help you out).
Growth (a.k.a. Marketing & sales techniques x human psychology) is fundamental to business success because it is literally how you move your clients through every stage of the customer journey…
From awareness (“never heard of you before”) >?
To purchase (“I’m ready to buy”) >
And advocacy (“you have to work with these people”).
How do you achieve growth (a.k.a. Move people through your customer journey)?
Introducing relationship-based marketing: The #1 driver of sustainable business growth?
At Introvert Agency, relationship-based marketing is at the core of our execution.?
The old saying?‘people don’t buy from businesses, they buy from people?is very sage advice.?
We’ve implemented relationship optimisation into our agency, and we've discovered, everything else we do in our business works better as a result.?
Fact is, we’ve learned that relationship-based marketing is the key to doing anything well in business, providing you apply it in the right way.
I’m going to show you exactly how you can implement relationship-based marketing in your organisation later in this email, but first, let’s deepen your understanding of the concept?
How to apply relationship-based marketing to get a customer to go from "Who the hell are you" to "I can't stop talking about how good you are".
A Thread of thoughts from over 10+ years of sales & marketing experience:
Take Action?
Well, that was a lot to take in.?
Hopefully, it helped you to begin thinking critically about why (and where) there might be some friction along the journey for your customers.?
Now the characteristics of relationship-based marketing mare fresh in your mind,?it’s the best time to map out your customer journey?(or assess your current customer journey if you do).
Step 1:?Open your current customer journey OR if you don’t have one,?use this template.
Step 2:?Do your best to complete every section, moving from left to right, just as your customers would. Don’t skim over this either—go into as much detail as possible it will pay dividends down the track.
Step 3:?Once you’re done, tap reply and send it back to me. I’ll take a look to ensure you’re on the right track, or let you know if you aren’t.
Troubleshooting the customer journey
Now, this process isn’t easy. Honestly, it shouldn’t be. It’s designed to make you think deeply about your target audience, possibly deeper than you’ve ever gone before.
That said, this is far & away the most valuable investment of time a business owner can make in order to achieve massive growth.?
So, if you’re struggling to complete the customer journey or you’re unsure about anything, grab some time to chat with me?HERE?and I’ll walk you through it.
?????Trusted IT Solutions Consultant | Technology | Science | Life | Author, Tech Topics | Goal: Give, Teach & Share | Featured Analyst on InformationWorth | TechBullion | CIO Grid | Small Biz Digest | GoDaddy
1 年Benjamin, thanks for sharing!
Teaching Solopreneurs how to make $$$ in the DMs without being a dick / Minimalist Solopreneur / ????? Introverted AF!
2 年Great work, Ben ????