The sale is not merely a commercial transaction. It is a complex process that involves several stages to attract and retain customers. Each phase of this journey is an opportunity to create a connection with the consumer, offering much more than just products or services.
It is no coincidence that companies excelling in various stages of the sales journey stand out in the market. Forrester Research found that companies with excellence in CX (Customer Experience) have 5.7 times more chances of achieving above-average revenue growth.
Alan Nicolas, an AI specialist for business and founder of the Lendár.I.A. Academy, confirms this trend. According to him, focusing on the customer brings numerous benefits. “Understanding each stage of the sales journey makes all the difference in putting together a strategy that actually works and increases conversions. Companies that dominate these phases can better meet customer needs and increase the chances of success,” says Alan.
The sales journey consists of different stages that, if well managed, can result in good business. “Technology and artificial intelligence are revolutionizing how companies approach each of these moments. This leads to important data and accelerates processes, allowing sales teams to be even more precise in their approaches,” points out.
7 most important moments of the sales journey
Alan Nicolas has been perfecting the customer-centric sales approach and using Artificial Intelligence as an ally at each stage of the process. The entrepreneur believes that by centralizing efforts on a personalized experience for each consumer, it is possible to create lasting relationships and lead to the much-desired conversion.
Therefore, the expert outlines 7 indispensable stages to ensure a good Customer Experience and complete a sales journey.
1. Identification
The first step is to identify potential customers. This involves collecting data and using AI tools to analyze the behavior of the target audience. In a digital context, this starting point becomes even more feasible and important, as every click or interaction turns into information.
Lead identification allows the sales team to focus their efforts on consumers with a higher likelihood of making a purchase. “Using artificial intelligence at this stage helps filter leads more accurately, allowing salespeople to focus on realistic opportunities. It’s like having a compass that guides the team to the right customers, saving time and resources,” explains Alan Nicolas.
2. Qualification
After identification, it is necessary to categorize the leads, evaluating if they really have the potential to become customers. These factors include interest, fit with the ideal customer profile, purchasing power, and timing. This evaluation includes actions such as website visits, demographic and geographic criteria, as well as financial analyses.
Potential consumers should be classified into three categories: cold, warm, and hot. The latter are those with a high likelihood of conversion. ‘This qualification helps the sales team not to waste energy on those who are not yet ready to buy. AI tools can analyze behaviors and purchase histories to see if the contact is ready to move forward,’ emphasizes Alan.
3. Initial Contact
The first impression is the one that lasts. This maxim is timeless and summarizes the importance of a pleasant and accurate presentation between the company and potential clients. Whether in person or in the virtual environment, the interaction between seller and buyer should always be respectful and cordial.
This moment is important to establish a connection, without which it is not possible to move forward in the sales journey. ‘A successful first contact can determine the consumer’s interest. This communication should show that the company understands their needs and can offer solutions. A well-planned and personalized approach opens the doors to a relationship of trust and mutual respect,’ says Alan.
4. Solution
This stage involves offering a personalized proposal to meet the specific needs of the potential client. The presentation of the solution may include product demonstrations, detailed service proposals, or physical samples, depending on the type of business and the preferences of the future client.
During this phase, it is important to maintain an open dialogue, ensuring that all doubts are clarified. ‘Customizing the presentation for each consumer greatly increases the chances of success. It is essential to understand the customer’s needs and clearly demonstrate how the product or service can solve them. Using success stories and concrete data during the presentation strengthens the proposal and generates even more confidence. When the customer realizes that the solution is specifically tailored for him, the probability of acceptance increases considerably,’ highlights Alan.
5. Negotiation
This is the moment when the seller and the customer discuss the specific terms of the agreement. Details like price, delivery deadlines, payment conditions, and possible customizations are aligned. The ability to negotiate goes beyond obtaining the best deal for the company.
During this stage, it is advisable to seek balance. ‘The goal is to simultaneously meet the customer’s needs and protect the interests of the company, ensuring that both parties are satisfied with the final terms of the contract. A well-conducted negotiation can be the difference between closing or losing a deal. It is important to have well-established boundaries,’ comments Alan.
6. Closing
The conclusion of the sale is the key point of all previous efforts, representing the moment when the agreement is formalized, and the transaction is completed. This stage may involve contract signing, order confirmation, or other necessary formalities. It is a moment that requires attention to details to ensure that all steps are followed correctly.
At this moment, the salesperson may conduct a final review of the contract terms with the customer to ensure there are no misunderstandings or discrepancies before the final signing. “Closing does not mark the end of the relationship with the customer, but rather the beginning of a crucial phase of implementation and support, where the focus remains on meeting customer expectations and ensuring a smooth transition to the use of the products or services acquired,” warns Alan Nicolas.
7. After-sales
This is where relationships between the company and the customer solidify, leading to referrals to other potential buyers. This phase involves post-purchase follow-up, providing support, warranties, and even loyalty programs to keep the consumer satisfied.
The traditional evaluations of the buying experience are opportunities to identify areas for improvement and further strengthen the relationship. “After-sales is often overlooked, but it is essential to ensure that the customer continues to buy and recommends the company to others,” concludes the expert.
One step at a time
Alan Nicolas emphasizes that each of these moments must be carefully planned and executed to further increase the sales team’s efficiency. “The integration of artificial intelligence tools presents a competitive advantage, automating processes and providing data that would be difficult to obtain otherwise,” he points out.
By performing well in these seven moments, companies can accelerate their sales journey, increase conversion rates, and ensure customer satisfaction. “In this way, it becomes easier to establish a foundation for sustainable growth in any market,” concludes the business AI expert.
