BUYER'S JOURNEY FRAMEWORK
Use our framework to map out the buyer’s journey by answering the following questions:
- Awareness: What are your buyer’s top challenges or pain points?
- Consideration: What other options do they investigate / consider?
- Decision: What is the criteria they will use to evaluate?
- Success: How will they measure success?
Using the Buyer's Journey template, determine which answers are aligned or misaligned with your product. As you fill in each of the four stages with the answers you hear from your buyer, you may find that a few of them are not aligned with your product or what you are solving. These are important to identify and teach your team how to address them so they can see if they can move forward.
Example: If another option or alternative to your product is something that integrates with software that the customer has, and you do not integrate with that software, you would need to find out if that is critical to the customer to move forward.
Then, you can apply to your learnings to your elevator pitch. Legacy sales teams have elevator pitches that are product-focused and tell the buyer what your product does. Modern sales teams use elevator pitches that are buyer-focused and tell the buyer what your product solves — which ultimately results in a higher connect and conversion rate.
Here’s an example for OpenTable: