Trends in the Sales Journey
At the end of the day, we’re all selling something to someone. Whether you’re looking to attract patients, students or customers they all go through a sales journey. AMPERAGE Marketing & Fundraising has led journey mapping and sales funnel exercises for healthcare, education, nonprofit, financial and B2B clients. Each organization is unique, but we’ve noticed a few trends along the way conducting journey map sessions.
1. What Do You Mean You Don’t Agree With Me?
We are always a little surprised that team members are not aware of fundamental sales components necessary to complete a sale, attract a patient or entice a student to attend a college. The touch-points, or as Google calls it “moments of truth,” are siloed and poorly understood by others who could enhance or optimize touchpoints for the good of the organization.
2. Why Are We Doing It This Way?
One of the most satisfying parts of running a journey map process is when there are “aha” moments around unproductive touchpoints. It usually starts with a question, “Why do we do that?” And can end with, “Let’s invest in some other critical touchpoint.”
3. Hello, Is Anyone There?
A visual journey map allows you to quickly see where large communication gaps exist. Imagine your prospect waiting for information, but the next touchpoint is so late that they’ve lost interest. Or even worse, the next touchpoint never comes.
4. PERSPECTIVE MATTERS.
A truly surprising twist of perspective comes during the journey map process—a true empathy seems to build for the prospective patient, client, donor or student. Walking a few miles in the customer’s shoes forces us to look outside-in rather than inside-out. It’s a new perspective that will yield results.
5. Hope Is Not a Strategy. Luck Is Not a Factor.
We all appreciate lucky moments in the sales process, but some organizations seem to be only built on luck and hope. Unfortunately, neither is a strategy. Proactive, strategic approaches work best and become luckier and luckier.
To discover what you can learn about your sales process through journey mapping, connect with a marketing research specialist at AMPERAGE Marketing & Fundraising today.