"Through the years we’ve uncovered the six stages a buyer must walk through before making a purchase:
First Thought—creating the space in the brain
Active Looking—seeing the possibilities
Deciding—making the trade-offs and establishing value
Onboarding—the act of doing the JTBD, meeting expectations and delivering satisfaction and value
Ongoing Use—building the habit
When conducting interviews, we imagine the events in their life like huge dominoes falling. We need to understand the buyer at a very granular level. What happened that made them say, “Today’s the day I am going to…”? We need to understand causality. What are the events which pushed and pulled them to move forward or backward? It is an important concept. The customer has a certain set of systems for how they buy, and our process needs to feed their world to help them make progress. So when interviewing, we continue until we can imagine the dominoes in their life tipping over, moving them along the timeline.
Once you have the first thought, you’ve opened up the space in your mind for the information. Without this first thought there is no demand.
Four ways to create a first thought
- Ask a good question…and not give an answer
- Tell a story
- Give a new metric
- State the obvious"
Trechos retirados de “Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress” de Bob Moesta.