When buyers reach the “Consideration stage” of the customer journey, they have identified the problem they need to solve and are working to discover the best solution.
They are aware of what you have to offer and are actively evaluating both your solution and alternative options.
So how can you influence the buyer during this stage? This is your three-step guide.
1. What you want to accomplish during the Consideration stage
At this point, you want to build a relationship with the buyer to:
- Establish trust with your brand (learn how to position your business as trustworthy on your website)
- Give them answers to their questions
Since as much as 70% of a buyer’s decision is made before they even speak with you or a sales rep, it’s critical you arm them with all the information they’ll need to make a decision.
💡 WEBSITE INSIGHT: Establish trust by showcasing customer testimonials, certifications, and a clear privacy policy. An “About Us” page with your mission and values can also help humanize your brand and build rapport.
2. How to reach the buyer during the Consideration stage
Make sure you have a presence (as strong as possible) in all the places buyers are likely to search for information about your business and alternatives to it, including:
- Your website
- Comparison websites, such as Yelp, Capterra, G2Crowd, etc.
Proactively reach out to buyers through channels such as:
- Retargeting/remarketing ads
- Social media
3. What you should share with buyers in the Consideration stage
When buyers are evaluating their options, they often find this content helpful:
- A product comparison guide that details benefits, features, and pricing
- A buyers guide that summarizes the questions they should be asking as they are going through the decision-making process
- Customer case studies and testimonials that help them understand how others have used your service and what benefits they enjoyed
- Free samples or demos that help them experience your solution in a no-risk way
- Promotions or coupons that could sway them to make a decision
Buyers in the Consideration stage are valuable in-market sales prospects for your business. Don’t miss opportunities to engage them and help them make a decision — in your favor, of course.
