The Road to Advocacy!

Our Market has changed as we are in a new digital era which is very close to operate itself as an intelligence due to solutions or products that solve a business problem or create a new business need. Adding to this point the recent market change due to COVID-19, which increased the pressure on digitization. However, our market players, with all sizes of commercialization effort need to remind themselves that People will buy at the end of the day, consumers or businesses. Our human factor will always dominate; whether they Buy and become a customer, Wait or not buying at all, as empathy is essential to understand our inbound or outbound prospects. Here is the evolution your client’s digital journey that you need to know and deal with:

• Stranger; the client needs to know; Who, What and Why:

“Who” are you?. If you are new player in town, you need to tell your story in brief and how you have a good value proposition to begin with to build your market share. If you have been in town for a while, you need to build upon your brand and relate it to the value proposition you are proposing and insure your market share to increase and never decrease.

“What” is this value proposition is all about?. In this matter, simplicity is key to attract a sizable segment of prospects. Remember that past niche products are today’s necessities so simplify the language as much as you can and proactively build up your FAQ (frequently asked questions) bank to preemptive address technical of specific known questions.

“Why” now? Relate to the market and the moment of launch. It might be a promo price with comparison to a great benefit or recent market situation that your product is helping with.

• Visitor; As the impression of interest is created, this stage is crucial as the client will follow your campaign to your content which has to be relevant, clear with all incurred costs and options. This based on your well-crafted pre-launch market research so the client identifies an option. 
• Influencer; Do not hurry to reach decision making yet!. Remember that nothing good comes from quick decisions, as your value proposition needs its time to be digested into your prospects' mindset. Whether they influence the decision or make the decision, the best way to shorten this time to make a decision is by continuously updating your marketing content to spread your awareness, interest and continue the buzz. Finally, Innovator Clients, which are mostly in your POC stage, are your first users and part of your pre-launch research, so leverage their good experience in your content.
• Customer; as the sales is made; now it is time to deliver!. You owe it to your early adopter clients to manage their expectations and let them know that you are taking care of their requests. If you reached a reasonable limit to accept requests, be courageous and let your prospects know that you reached the limit as they will appreciate it and this might create an “Apple” product fever for your interest. Remember that it is hard to come back from bad early adopter clients stories. 
• Advocate; Great success with your early adopter clients will make testimonials and great stories to spark true commercialization with early majority clients, whom will be you advocates and here where a healthy supply chain has to be place to address your clients requests. Remember that you advocates will pull your late majority clients to drive your value proposition full success going forward. 

Finally, a unique idea is the seed to farm success in your digital value proposition customer experience. You need spend a good quality time to choose which idea from your R&D to take to market and remember the launch of the iPhone back in 2007 is the greatest reason why you see this article from your mobile right now.