The customer journey is part of the sales process and it is something that is often overlooked, which can lead to confusion and doubt about the effectiveness of marketing. The Customer Journey Online training has been developed to clear up some confusion by breaking down the steps between marketing and a sale.
Did you know that when someone sees (or hears) an ad or post they do a number of things before deciding to make a purchase? Depending on how meaningful it is to an individual at the time, it will determine the actions taken.
While studying at uni I worked in a women’s clothing store and one of the tasks I had to do was hand out flyers in the main street and pop them on car windshields in the nearby car park. This was about 25 years ago when flyers were considered a great from of advertising.
My manager would then wait for people to walk in the store and buy dresses, evening wear and accessories to match. Majority of the time this didn’t happen and my manger would then start to blame the staff, the location, the stock and anything else that seemed like a cause to him.
It’s rare for a someone to make a purchase immediately after seeing or hearing an advert.
What I’ve learnt since then is that customers go on what’s called a customer journey. These are steps taken by a customer in between seeing a flyer, ad or social media post and then going on to make a purchase.
When a need already exists for an individual who has come across an advertised product/service, and they have the money to spend and time to shop, they will make a purchase.
Majority of the time, a need doesn’t exist for individuals at the time of seeing or hearing about a product or service, which means the potential customer isn’t motivated to buy at that time. Marketing when a need doesn’t exist becomes more of an awareness piece, which could filed away for later.
Stay tuned for more information on how to enrol in Customer Journey Online training.