Connecting with Your Client

Beneath the Cover, writing a book, warms to the company, client becomes a leadIn our last post, in outlining the six steps of the customer’s journey, we looked at step three: when the buyer becomes a lead. To recap, here are the six steps:

6. Satisfied customer

5. Receives purchase

4. Makes purchase

3. Becomes lead

2. Warms to company

1. Seeks solution

We’ve looked at parts six through three (we’ve been looking in reverse order). Here we will look at step two: warms to company.

When we say that someone warms to the company, it means that the manner in which you’ve presented yourself and your ability to offer a solution, appeals to the buyer (the hero of this journey). That you’ve been clear about what it is that you do, and also that you have managed to ensure the buyer-hero that her or she is in good hands by working with you.

You do this by presenting very clearly the kinds of steps your client can take with you, the solutions that others have found in using your product or service and the testimony of people whom you’ve helped. In a world of user reviews, when people expect to see how you stack up against others in the words of the client, then you will want to be quite upfront about your success in this area. Not to toot your own horn – but to assure the buyer that you are there to help, and that you’ve actually helped.

If you think of “warms to company” as part of a buyer’s journey, along the lines of the narrative of a hero’s journey that we’ve explored in earlier posts, this would be the point at which the hero recognizes the call to action as something that he might be in a position to aspire to. He might not yet have embarked on a quest, but he’s considering that he should be the one to undertake the journey. From the buyer’s journey perspective, considering the quest is when what you offer makes the buyer believe that you can lead him toward providing a solution.

As with the other buyer’s journey scenarios, how might you deliberately sabotage what happens when the client becomes a lead, or decides to pursue working with you? What is this engagement for the client like here? Have you presented your solutions in a way that gives the client enough information to move forward? Have you thought through the doubts the client might have about whether you can truly provide an answer?

Again, your narrative job is to answer questions that the hero-buyer might raise – and your questions should also provide the assurances to those hesitations, or .the client won’t take that next step.

We’ll continue to explore the first step in this buyer’s journey in our next post.

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