Designing the Buyer Centric Funnel

In today’s time, when organisations struggle to gain and retain customers, the importance of a buyer-centric funnel cannot be disputed. Going by the simple meaning, a sales funnel is the way that your customers take to buy your goods or services. The most crucial aspect while developing an effective funnel is to understand the client perspective. The funnels that are not customer-centric will always tend to fail. Hence, it is necessary to design a funnel that is buyer-centric. But before that, you must first understand the various components of a buyer’s journey. Here is the breakdown of the buyer’s journey into three steps:

  • Awareness: Herein, the customers are searching and beginning to define their problems. As most potential customers are in this phase, it is crucial to design content that generates more awareness about the problem and then discuss how people solve this problem. Discuss the benefits that people can get from those solutions. During this phase, avoid mentioning your products at all costs. If you attempt to sell your product at this stage, your customers will think you don’t bother to understand them.
  • Consideration: At this stage, potential customers start acknowledging their problems and potential solutions to consider your products or services. In this stage, make sure you present your product information and offer a free trial or demo. You can also add several case studies and testimonials that can guide them towards the purchase stage. Here is when your product should take the limelight and show the customers what they can do for them.
  • Purchase: In other words, you can also call it the conversion stage. This is the stage where you can start approaching the leads and pitch them about your products or services. Potential customers who have arrived at this stage now have a fair idea of their concerns and how the product can provide the necessary help.

Suppose we divide the three stages into a percentage. In that case, this is how it follows: 80% is classified as the website visiting traffic, 15% are the ones who consider buying something, whereas only 5% are actually interested in buying the product or service.

How to design the Buyer Centric Funnel?

The Buyer-Centric Funnel involves three main parts: the top, middle, and bottom. Your potential customers will start from the broadest part of the funnel (top). With regular interactions with you via sequences of emails, free offers, and blog posts, they will move forward with each part until they stop moving through the funnel on their own or they become a paying customer (bottom).

  1. Top of the Funnel (Awareness): Email List, Landing Page
  2. Middle of the Funnel (Consideration): Advertising, Demo
  3. Bottom of the Funnel (Decision): Conversion, Sales

The WOW Moment

The WOW Moment refers to the point where the potential customer comes across something engaging enough to continue browsing or to make a purchase. As a product/service provider, it is essential to figure out how quickly the target customer can be brought to their WOW moment.

Identify the Buyer Persona

Try to know who they are? What is motivating their goals? What can help them meet their goals? Are they looking for solutions? Any which ways you can help them? Your role would be to identify the real issue, create awareness, understand their trigger points, solve their problem, and move them to the buying mode.

If you provide good customer service, you can expect repeat customers, referrals, and higher-order values. That is considered as flipping the funnel.

Flipping the Funnel

Flipping the Funnel means spending fewer resources on acquiring new customers and satisfying and retaining existing clients. The satisfied clients can act as a word of mouth to share their brand experience with their peers, who can further become new clients. The competition in the market is getting tough and fierce every day. Hence, organisations are likely to run out of new customers to reach, so it becomes crucial to focus more on the existing customers. By putting your efforts on existing customers, you can boost your customer satisfaction and grow customers who can advocate for your products or services. This way you can also get new customers at a low cost. There are various tools like social media monitoring and AI assistants to help you serve your existing clients by doing follow-ups post the sale. The organisation should apply the “Flipping the Funnel” concept when it becomes difficult to acquire new customers no matter how strong the brand is.