It’s easy to become complacent after you win a big sale, but in order to repeat this success, you need to maintain the edge over your competitors.
That's why it's important to reconstruct the buyer's journey in order to know what created the value and subsequently the win. By answering each of following questions, you can uncover why you were selected over competitors:
- Was each step in the Buying Process covered? Really dig into the details here. Don’t just gloss over it with a half-hearted “yes” or “no” answer. How was each step covered? Why were the steps covered? What happened during each step?
- Did you skip any steps? If so, why were those steps skipped? What prompted the change? Is it a change that can be replicated across multiple clients?
- Has the buyer added new steps into their process? If so, where and why? Did you notice that this new step was added during the sales process? How did you handle it? Was it addressed or ignored? As a result, are there new learnings to add to your Ideal Customer Profile and Buyer Persona?
- How and when did you create new value for the customer? Knowing exactly what provides value is crucial. It will help pinpoint what is dictating your customer’s buying behavior.
[via Sales Benchmark Index]