Understanding the Prospective Customer Journey
Consider for a moment any significant purchase you have made in the last 12-24 months. In almost every case, you likely gathered information online, talked to family and friends, and (maybe) spoke with a salesperson before making your final purchase decision. In other words, your “purchase journey” likely had several phases before “pulling the trigger” on the item you purchased. Also, consider the number of advertisements, sales calls, etc., you receive daily/weekly/monthly for things you are not even in the market to purchase. In other words, you may not have even started your purchase journey.
In much the same way, as we approach buyers of janitorial services, it is helpful to understand their journey and how we can deliver value to them along the way. This article shares six distinct buyer’s journey phases and tips for serving prospects in each stage.
A Quick Truth About Buyers
If you have ever made janitorial services sales calls or sent sales emails, you know how difficult it is to get someone to answer or respond to a call or an email. Moreover, even when you interact with someone, it is VERY rare that the buyer is ready to invite you out to their facility to provide a proposal. One study shows that only 3% of buyers are ready to engage with a salesperson at any given time. This study reveals a couple of things: (1) it is wise to add to and work your sales pipeline continually, and (2) it is wise to have a plan for each phase of the buyer’s journey.
How Do Know Where a Prospective Customer Is on Their Journey?
There are three pieces of information that we recommend gathering on your initial sales approach: (1) “Are you the person who is responsible for the cleaning (or janitorial) services at your company?”, (2) “Do you outsource the cleaning or use an in-house team?” and (3a) “Have you ever considered outsourcing” OR (3b) “Would you share a little bit about your current situation…are you pleased with your service?”. The answer to questions 3a or 3b typically provides insight into where the prospect is on their journey. Here’s an example response to question 3b – “We have been working with our current cleaning company for a little over a year, and I wouldn’t say we’re pleased, but I have so much on my plate, I don’t have time to think about janitorial right now.” This prospective customer would be in the “Problem Awareness” phase. That is, they are unsatisfied, but they don’t have time to consider engaging your, or any other, cleaning company.
The Buyer’s Journey
The graphic below shows the six phases of the buyer’s journey, beginning with those unaware of their need to consider your company or pleased with their current vendor and ending with the decision phase. In the following section, we describe each phase and offer suggestions on what to do in each phase.
PHASE: Unaware or Please With Current Vendor – Prospective customers in this phase are generally receiving very few complaints, and/or the overall appearance and cleanliness of their facility is satisfactory.
- Suggested Action: Thank them for the information, and ask if it is okay to occasionally send some information and/or contact them back in several months. Then, a follow-up email with a “Quick Facts” sheet about your company and/or a link to your website.
PHASE: Problem Awareness – Prospective customers in this phase have service issues but are not ready to do anything – maybe they are too busy, believe the current vendor will improve, etc.
- Suggested Action: Thank them for the information. Let them know you will send them some information (content piece) about “what to do if you are starting to receive janitorial complaints” and your company’s quick facts.
PHASE: Considering Solutions – Prospective customers in this phase are beginning to take preliminary actions to solve their janitorial problems (complaints). Usually, the prospect will meet with their current vendor to see if they can “right the ship,” might be considering bringing the janitorial work in-house, and/or may start developing a request for proposal.
- Suggested Action: Thank them for the information. Offer to provide them with a sample RFP and scope of work. This is the time to start providing value (more content) to help them if they decide to proceed with a formal RFP. You want to position your company as a “helper” in this process.
PHASE: Researching Options – Prospective customers in this phase are beginning to research vendors online, talk with colleagues, discuss the imminent change with their internal team, and develop a list of vendors. In other words, prospects in this phase have decided to explore the possibility of a new vendor.
- Suggested Action: Email more content about “how to select a janitorial vendor” or “how janitorial companies develop pricing.” Again, this is an opportunity to push your company to the head of the line by providing appropriate content.
PHASE: Researching Options – Prospective customers in this phase are beginning to research vendors online, talk with colleagues, discuss the imminent change with their internal team, and develop a list of vendors. In other words, prospects in this phase have decided to explore the possibility of a new vendor.
- Suggested Action: Email more content about “how to select a janitorial vendor” or “how janitorial companies develop pricing.” Again, this is an opportunity to push your company to the head of the line by providing appropriate content.
PHASE: Engaging Vendors – Prospective customers in this phase are contacting vendors and setting up facility tours/walk-throughs.
- Suggested Action: Thoroughly prepare for the facility visit (we will have a follow-up article, “Tips for a Successful Site Visit”). If you have an appropriate case study, you might send that during this phase.
PHASE: Decision – Prospective customers in this phase are comparing vendors.
- Suggested Action: Prepare a well-designed proposal, and have a process for follow-up.
Understanding the buyer’s journey and delivering appropriately timed value along the way can set your company apart from the crowded janitorial service field.
