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The adoption curve
The “Traditional Buyer’s Journey” (TBJ) is differentiated here from the “clinical buyer’s journey” that may occur in the healthcare setting. This TBJ is commonly used in the marketing and sale of products/services in a business-to-business or business-to-consumer non-healthcare model.
A buyer’s journey is just that – a journey. For simplification purposes, we will discuss a product being positioned to a prospective female buyer.
- Aware: A customer first becomes aware of a product that she was previously unaware of. This is also often times referred to as driving “brand awareness”.
- Discover: As the customer becomes aware of the product, she seeks to learn a little more about it as it may hold some passive interest for her.
- Interest: As the customer learns more about the product, it piques her interest that she wants to learn more and understand what options are for purchasing.
- Evaluate: Before making a purchase decision, the buyer asks to see information on how others have reacted to the product.
- Buy: At the moment of purchase, there may be some negotiation and contracting that is involved and as this is a process within the journey, is often called out separately.
- Advocate: After purchase of the product, the customer serves to advocate on behalf of that product to other customers. Either through an automated process setup by the company for reviews or through a more customized process defined by the company.
Perhaps the most important part of realizing that a buyer’s journey exists is in knowing that along this journey, a prospective buyer will seek different kinds of information. In order to support the customer along her purchasing journey, companies seeking to do business with that customer should seek to align its sales process and marketing processes with how that customer consumes information.
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