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The Buyer’s Journey Through a Macro Lens
Manage episode 486431166 series 3527542
Host Molly Beyer talks about the next crucial component in any business owner or entrepreneur’s success in this episode: understanding where our services are positioned in the client’s overall buying journey. Knowing what stage we occupy in the event chain of services allows us to focus our offerings on a specific area that serves a direct purpose and aligns with other companies that come before and after us in the journey.
A referral partnership is a good way to take advantage of the macro journey of the buyer. An event chain is a series of services connected in a single buyer’s pathway. For example, weddings. The journey start with jewelers for a ring, then venues for the ceremony, wedding dress shops, florists, cakes, printers for invitations, photographers… at any stage in the buyer’s journey we have an opportunity to form referral partnerships with businesses in the chain so we can refer our clients on and have other companies refer new clients to us in turn.
Molly explains how to use financial incentives to create a referral partnership, one that benefits every business in the affiliate chain. She also highlights two important caveats to consider: 1) avoid creating relationships solely for the income, as someone with lesser service quality can damage the client relationship, and 2) disclose affiliate partnerships to build transparency and trust. Molly runs through the benefits of the macro lens and strategic relationships, providing sound advice on understanding and nurturing the buyer’s full journey.
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