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Annette Pieper is an internationally known speaker and CEO of the strategic consulting firm Vision 2 Reality Training. She has 25 years coaching, consulting and training experience. Annette is co-author of the international best-selling book Step Into Your Vision and has been published in several business magazines and publications.
Annette is good peoples. She has an awesome podcast too called Badass in business show. Make sure you check that out!
I love Annette’s confidence. I think it takes a certain type of person to be able to call themselves a baddass. So kudos to you Annette. Enjoy today’s episode!
Interview Highlights of Annette Piper
In layman’s terms, what is the buyer’s journey?
“Perfect. Well, the buyer’s journey is basically the of the journey that someone takes when they start thinking about making a purchase and actually making the purchase. So there’s three phases to the buyer’s journey. There’s future buyers, there are soon to be buyers and there’s now buyers. So the future buyers are out there getting some information. They’re gathering information on whatever it is they’re looking for something to solve, a problem that they have or something that they need or desire. And then soon to be buyers, they’re now looking for the best value out there. They’re looking for the company that’s going to serve them in the best way with what they want to purchase. And then there’s the now buyers and the now buyers, they’re ready to purchase right away. What’s interesting is the now buyers represent less than one percent of your potential prospects or if your prospects. So if you don’t have systems in place to gather the information of the soon to be buyers in the future buyers, then you’re missing 99 percent of your prospects.”
Has the buyers journey changed?
“I don’t think the buyer’s journey itself is changed, but how businesses tap into their prospects on that buyer’s journey has changed. It’s changed a little bit in the last year, but it’s changed tremendously in the last 10 years with social media, social media and online web presence is huge in the buyer’s journey because, you know, basically when someone’s looking to buy something or they’re, they’re having a challenge in their life, they’re on the Internet doing a web search on what it is that they’re looking for. So if you don’t have the right online presence or online systems in place, we don’t go to the yellow pages anymore. We don’t go to a, you know, we’re not calling the companies that are advertising on tv for the most part. We’re doing research online and that wasn’t the case 10 years ago and even five years ago, we were still transitioning from the yellow pages to online search as our go to place.”
You’ve mentioned in a couple of speeches that there are many businesses that are missing out on potential customers with their marketing because they don’t understand this journey. So what aren’t we understanding and what are we missing out on?
“Do you know what a lot of companies and entrepreneurs and solopreneurs are missing out on is their marketing, their website, their marketing, their message. It only reaches the now buyers, so you look at a website and it says, call us for consultation or fill out this form and we’ll get back to you or something along that line. You’re only reaching the now buyers, those people that are ready to make a purchase right away and a lot of those things call us. Schedule a consultation, fill out this form and we’ll get back to you. It’s just greens. We’re going to sell to you and we avoid that with every fiber part b. We don’t want to be sold to were looking for information. We’re looking to see if you can solve our problem. If you have the answer or the product that we are looking for and how that’s better from your neighbors product and now it takes a series of of education in order for people to get that. People are only on your website for a few short seconds. They see that call us now and they’re like, uh, I’m not ready for that. And they’re out of there and they’re looking to your competition’s.”