Experience Mapping

What steps are required to transform a prospect into a client? Are there holes in your process or hidden barriers to making the sale? Could you refine and innovate this process to make it easier for your clients to buy?

Most approaches to marketing focus on the sales process and look for where clients may get stuck in this process. But a more effective way to help clients move from prospect to client is to understand the buying process. This helps you get into your client's world and grasp what specifically your client needs to move to the next step in the process.

The process your client goes through to become a client of your business is as follows:
  1. Awareness of a problem
  2. Educate
  3. Trial
  4. Experience
  5. Customer
  6. Innovation

Most prospects will drop out of the process before they spend money. It is difficult to understand why the products leave your website, walk out of your store or pass up your quote. These "friction points" hold the key to pinpointing where your client drops out of the process and knowing what to do to guide them to the next step.

Instead of exploring where clients get stuck in the process, most business owners will say, "It's a number game." They will set out to get more prospects into funnel instead of uncovering where clients get stuck and how to move them forward.

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THE EXPERIENCE MAP:
  1. Awareness of a problem: Prospects first become aware of a problem they have and wants a solution.

  2. Educate: Prospects will then search to educate themselves through various channels (such as your website).

  3. Trial: A prospect will then commits to some form of trial of the company's product or service (through a webinar, consultation, white paper etc).

  4. Experience: The prospect experiences the product or service and decides he or she is satisfied and wants more.

  5. Customer: The prospect becomes a customer by committing to a product or service and paying.

  6. Innovation: Once a prospect becomes a customer, the relationship can evolve as the client agrees to other services, larger offerings and more frequent purchases.