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Let’s be clear, the customer acquisition process doesn’t end when a customer signs the contract. You should analyze the buying process starting with how your prospects identify their pain and begin researching options and continue through the time they are using your offer and possibly making subsequent purchases. Before buying, you need to sell prospects on the values and needs your product or service solves. After purchase, you must reduce friction when it comes to implementation, integration, and adoption.
After your customers buy, they need to implement your product or service. Your company needs an implementation plan for more complex solutions or a customer onboarding process for simpler solutions. You want to design for the Aha moment that provides initial value. The Aha moment answers the question: How will the customer experience value first?
Your ideal customer profile will not be complete without a clear understanding of how your customers purchase your solution. By learning how your typical customer buys, you can create a buying process that improves the experience and accelerates the purchase decision. Your team can anticipate obstacles and proactively resolve them.
Sales teams can be trained to ask appropriate questions that will help them deliver a better shopping experience. Marketing teams can create content to address typical objections, implementation concerns, or risks associated with purchasing and using your product or service. Development teams can design better onboarding processes that align with how customers shop. And customer success teams can train customers on how to use the product or service.
When creating your ideal customer profile (ICP), spend time researching how your customers buy. This will help you design better shopping experiences and improve the overall customer experience.
According to the Fogg Behavior Model, for a sale to take place, the customer needs motivation and the ability to buy, as well as a prompt. And all three elements need to be in place at the same time.
It’s important to understand what motivates and enables someone to make a purchase and to use that information to provide an effective stimulus or trigger to make the sale.
Motivation:
- What will they search for when they need your solution?
- What questions will your prospects have before they even know they need your solution?
- What objections do they have to your solution?
Capability: Does
Does your target customer have the authority to make a purchase below a certain price? For more expensive or complicated products, there are often multiple stakeholders and approval steps.
- What is the purchasing power of your target customer?
- What information do they need to get approval for the sale?
It’s not enough to make your customers want your solution. You have to make your offer easy to buy. Designing a frictionless shopping experience is just as important as designing the solution itself. The easier it is for a customer to buy your solution, the more satisfied they will be with your company and offerings.