By the time a buyer shows up at the car dealership, they have done 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 40 percent only visit one dealership and more than half only test drive one car.

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

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

“Oh, I just came in to browse.”

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

The same basic journey

Whether it's buying a car or buying advisory services, today's buyers go through the same basic journey. They all start online and continue online until it's time to step on the lot to take a test drive.

While there may be subtly nuanced differences in the buyer's journeys, all go through three phases: awareness (realizing that they need something better); consideration (actively looking for a solution); and decision-making.

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

Hold on, cowboy.

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

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

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

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

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

1. Awareness – Think about all of the ways in which you can help a business. You can help with their insurance needs, but also with bigger HR/benefits issues. Write about these issues regularly. Not about the products you offer, but about the problems you can help solve.

2. Consideration – Start to talk about solutions that are available. Share case studies of how you have helped clients overcome problems. Help your audience to see their cost of inaction and find a sense of urgency to fix this problem.

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

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

Read more:

Instant Insights /

Stop selling and start helping your prospects to buy

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