Car dealership Whether it'sbuying a car or buying advisory services, today's buyers go throughthe same basic journey. (Photo: Shutterstock)

|

By the time a buyer shows up at the car dealership, they havedone their research and usually know exactly what they want to buy,how much they want to pay, and what terms they expect. In fact,they are so sure of what they are going to buy that almost 40percent only visit one dealership and more than half only testdrive one car.

|

The car is bought/sold before the buyer ever shows up at thedealership.

|

Kevin Trokey is founding partnerand coach at St. Louis-based Q4intelligence.

|

Yet, what words come out of everyone's mouth when approached bythe salesperson?

|

“Oh, I just came in to browse.”

|

That objection is just a natural, gut reaction. But, even as anactive buyer, you don't want to feel any pressure.

|

The same basic journey

Whether it's buying a car or buying advisory services, today'sbuyers go through the same basic journey. They all start online andcontinue online until it's time to step on the lot to take a testdrive.

|

While there may be subtly nuanced differences in the buyer'sjourneys, all go through three phases: awareness (realizing thatthey need something better); consideration (actively looking for asolution); and decision-making.

|

If you understand that the guest wouldn't be there if theyhadn't sold themselves online already, then you know you don't haveto sell them anything. All the heavy lifting is done; you just haveto make sure the remaining path of their journey is clear. How coolis it that?

|

Hold on, cowboy.

|

That can be your reality, but it doesn't come without hardwork.

|

If you're not online, you don't exist

Buyers are looking to solve a problem, and it's their journey todo so that they all have in common.

|

Now more than ever, marketing has to be a critical, dailyfunction of your business. If you aren't present at each leg of thebuyer's journey, you don't exist.

|

You need to consciously think about how you fit in to each phaseof the journey and create content that speaks to the needs thebuyer is experiencing in each.

|

1. Awareness – Think about all of the ways inwhich you can help a business. You can help with their insuranceneeds, but also with bigger HR/benefits issues. Write about theseissues regularly. Not about the products you offer, but about theproblems you can help solve.

|

2. Consideration – Start to talk aboutsolutions that are available. Share case studies of how you havehelped clients overcome problems. Help your audience to see theircost of inaction and find a sense of urgency to fix thisproblem.

|

3. Decision – This is an advisor's equivalentof a test drive. They're simply trying to figure out if you are thebest fit. Your job is no longer to sell them, it's to clear theremainder of their path.

|

Speaking to the needs of today's buyer is different. The hardestwork takes place way earlier. This shifts the focus to yourmarketing presence, and that may seem daunting. But when you createthat powerful presence at every step of the buyer's journey, thatis a sales force working 24/7, ensuring you are there when yourbuyer needs you.

|

Read more: 

 

Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.

  • Critical BenefitsPRO information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.