Map Out the Buyer’s Journey for Business Results

By Brian Everett, ABC, Chief Executive Officer of the Transportation Marketing & Sales Association

Recently I’ve been hearing more conversations among TMSA members about the need to “put yourself in your buyers’ shoes.” To better understand their business, challenges, and pain points. Only then are you in the ideal position to offer them the best solution that fits their supply chain needs.

The Buyer's Journey

This most certainly is an oversimplification but it underscores the importance of understanding your “buyer’s journey.” It’s a relatively new concept that marketing and sales professionals are integrating into their strategies as they ensure that all touch points and interactions are sensitive to their prospective customers’ needs.

The buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new service or product offering. For the transportation and logistics marketing and sales executive, he or she needs to understand how to then attract, convert, close and retain customers as they make these decisions.

As you develop your marketing, communications, sales and customer service strategies, typically you’ll help suspects and prospects navigate through a process leveraging such tactics as industry events, advertising and public relations, digital media/SEO, and inbound/outbound calling. Once leads are qualified, Sales then brings them through the discovery and sales process that likely include live interactions, comprehensive sales pitches, leads scoring, and CRM integrations. Once the prospect decides to buy, you then must do whatever possible to delight the new customer through solid measurement of ROI, customer loyalty programs, good product integrity and solid customer service. Ultimately, they then become advocates – allowing you to leverage those successful relationships by generating testimonials, case studies, etc.

When you understand your buyer’s journey, you increase your chance for business success. Attend the 2017 TMSA Transportation Marketing & Sales Conference June 11-13 at the Omni Amelia Island Plantation Resort, near Jacksonville, Fla. You’ll gain a solid understanding and the tools and practical advice on not only the buyer’s journey – but you’ll build your network among marketing and sales peers within the transportation and logistics industry. Don’t miss out on this unique opportunity – register today and join us!


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