When it comes to marketing, one of the most important concepts is The Buyer’s Journey.
It posits a basic idea: people who buy from you go through a process that initiates the first idea to make a change, and a course of actions eventually lead them to buy something.
Selling is a bit different. Rather than allowing people to determine the journey on their own – though marketers will nudge along the way – selling is more of a guided journey.
You, the seller and provider of expertise, need to be the guide. Your clients don’t know how to buy your services. You have to show them.
According to Wikipedia:
A guide is a person who leads travelers or tourists through unknown or unfamiliar locations.
You may be taking your clients to unknown or unfamiliar locations. Not physically, but mentally and emotionally.
You’ll help them visit new places. Places That include: helping them understand their problems, the cost of those problems, the better future you might provide, and, if they’d like to buy your services, how to go about that part of it, too.
You’re a guide, so you have to lead the way. As a guide, you may determine that your buyer shouldn’t continue on the journey. That’s your job, too.
As a guide, you have a deep responsibility to lead, and serve the interest of the people who have entrusted you to guide them.
Don’t take it lightly.
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