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Offering a Solution for Your Buyer’s Needs or Problems

Beneath the Cover, writing a book, target audienceIn our last post, in outlining the six steps of the customer’s journey, we looked at step two: when the buyer warms to a company. 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

So far, we’ve looked at parts six through two (we’ve been looking in reverse order). Here we will look at the first step, when the buyer or client seeks a solution.

When we say that someone is seeking a solution, we mean that the client or buyer is seeking a solution to a problem that you and your company or you and your service can provide. It means that you’ve identified the market, the target audience, the individuals who make up that audience, those people whom you can best serve by offering your particular solution and then following through on it.

This also means that you’ve presented yourself not only as a provider of solutions, but as someone who understands needs. You know the market. You know the problems. You know the landscape. You know the individuals. And you know what those individuals are looking for. Each of these individuals is the hero of the buyer’s journey – the person who engages with you on this narrative from beginning to resolution.

And you’ve shown to your audience that you know how to explain yourself. You do this first by becoming clear about who you are and what you represent – by identifying your soul purpose, and by crafting the message that will get that soul purpose across to others. This is one of the most important aspects of our uncovery work with clients: not only helping them discover what truly motivates them and how they can serve others – but how to put this into words.

If you think of “seeks a solution” 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 sees that all is not right in the world. And in this buyer’s journey, it would be when the buyer would learn, through your online and social-media work, that you can help put that wrong to right.

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? Have you not clearly described what you do and how you serve – that is, that you are the company or provider to resolve that need? Have you thought through the doubts the client might have about whether you can truly provide an answer?

Answer these questions, and you’ll be in place to move your buyer through the journey.

Now, who is your buyer?

We’ll begin to explore that in our next post.

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