Buying Process—Current and Future

A big part of developing a positive brand experience is knowing how buyers currently buy and how they want to buy. Being able to clearly understand the current and future buying process provides invaluable insights into developing a brand experience customers will talk about with their friends.

Steps

So step one, understand the current buying process of your customers and step two, learn how they want to buy.

A few months ago, I had an opportunity to go visit many of our customers and prospective customers with the goal of understanding how they buy and how they want to buy. We conducted hundreds of online surveys, phone interviews, and of course onsite meetings. The insights we gathered have been invaluable in designing new online marketing methods and journeys to prepare prospects for a better buying experience.

One of my favorite onsite visits was with ESPN. After conducting our interviews, we got a tour of ESPN. I got to stand and sit on many of the broadcast studios and got to meet many of the ESPN sport analysts.

I even got to see the office of Chris Berman.