While it’s great to use the stages above as a starting point, it’s important that you customize them to reflect your specific touchpoints, personas, and sales cycle. Loyalty - The buyer becomes an advocate of this particular solution to the problem, creating referral business or even re-purchasing the same product or solution or a new one from the same company.Post-purchase – The buyer decides whether he or she is happy with the purchase decision.Purchase – The buyer gets the necessary buy-in and decides this solution will solve their problem and is ready to purchase.Normally, this is where we start seeing other decision-making personas start to get involved. Consideration – The buyer starts to research solutions to his or her problem.Awareness – The buyer realizes he or she has a problem.To help you get started, here are a few stages that are typically used to represent a customer’s forward progression in the buyer journey: Make sure to account for when prospects bring in partners from other departments of executive teams to progress towards closing the sale. Remember - you may have different stakeholders at different stages of the buyer journey. Now that you’ve identified your buyer personas, it’s time to outline the stages your personas go through from initial research to sale. If this doesn’t apply to you, doing an analysis of your top accounts is a great low-budget option. Well-funded marketers might choose to commission a survey or study in order to better understand their buyer personas. Where you see overlap or similarities is where you start to identify your personas.
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