Sales are not merely a commercial transaction. It's a complex process involving several steps to win over 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's no coincidence that companies that master the different stages of the sales journey stand out in the market. Forrester Research found that companies with excellence in CX (Customer Experience) are 5.7 times more likely to achieve above-average revenue growth.
Alan Nicolas , an AI for business specialist and founder of Academia Lendár.IA, confirms this trend. For him, focusing on the customer brings numerous benefits. “Understanding each stage of the sales journey makes all the difference in building a strategy that truly works and increases conversions. Companies that master these phases are better able to meet customer needs and increase their chances of success,” says Alan.
The sales journey is composed 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," he points out.
7 most important moments in the sales journey
Alan Nicolas has been perfecting his customer-centric sales approach and using Artificial Intelligence as an ally in each stage of the process. The entrepreneur believes that by focusing 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 identifies 7 essential steps to ensure a good Customer Experience and complete a sales journey.
1. Identification
The first step is identifying 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 possible and important, since every click or interaction is transformed into information.
Lead identification allows the sales team to focus their efforts on consumers who are more likely to complete a purchase. “Using artificial intelligence at this stage helps filter leads more precisely, 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, that is, to assess whether they truly have the potential to become customers. These factors include interest, suitability to the ideal customer profile, purchasing power, and timing. This assessment includes actions such as website visits, demographic and geographic criteria, as well as financial analyses.
Potential customers should be classified into three categories: cold, warm, and hot. The latter are those with a high probability of conversion. "This classification helps the sales team avoid wasting energy on those who aren't yet ready to buy. AI tools can analyze behaviors and purchase histories to see if the contact is at the right time to move forward," Alan points out.
3. Initial contact
First impressions are lasting impressions. This timeless maxim summarizes the importance of a pleasant and effective presentation between a company and potential clients. Whether in person or online, the interaction between seller and buyer should always be respectful and cordial.
This moment is crucial for establishing a connection, without which it's impossible 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 door to a relationship of trust and mutual respect,” says Alan.
4. Solution
This step involves offering a customized proposal to meet the specific needs of the potential client. The solution presentation may include product demonstrations, detailed service proposals, or physical samples, depending on the type of business and the prospective client's preferences.
During this phase, it's important to maintain an open dialogue, ensuring that all doubts are clarified. “Personalizing the presentation for each customer greatly increases the chances of success. It's fundamental to understand the client'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 trust. When the client realizes that the solution is designed specifically for them, the probability of acceptance increases considerably,” emphasizes Alan.
5. Negotiation
This is the moment when the seller and the client discuss the specific terms of the agreement. Details such as price, delivery times, payment terms, and possible customizations are aligned. The ability to negotiate goes beyond simply obtaining the best deal for the company.
During this stage, it is advisable to seek balance. “The goal is to simultaneously meet the client's needs and protect the company's interests, 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 clearly defined boundaries,” comments Alan.
6. Closing
Closing the sale is the culmination of all previous efforts, representing the moment when the agreement is formalized and the transaction is completed. This stage may involve signing contracts, confirming orders, or other necessary formalities. It is a moment that requires attention to detail to ensure that all steps are followed correctly.
At this point, the salesperson can conduct a final review of the contract terms with the client to ensure there are no misunderstandings or disagreements before the final signing. “Closing doesn't mark the end of the relationship with the client, but rather the beginning of a crucial implementation and support phase, where the focus remains on meeting the client's expectations and ensuring a smooth transition to using the purchased products or services,” warns Alan Nicolas.
7. After-sales service
This is where the relationship between company and customer is solidified, even leading to referrals to other future buyers. This phase involves post-purchase follow-up, offering support, guarantees, and even loyalty programs to keep the consumer satisfied.
The already traditional customer experience evaluations are opportunities to identify areas for improvement and further strengthen the relationship. "Post-sales service is often neglected, but it's fundamental to ensuring 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 efficiency of the sales team. "The integration of artificial intelligence tools presents a competitive advantage, automating processes and offering data that would be difficult to obtain otherwise," he points out.
By excelling in these seven key areas, companies can accelerate their sales journey, increase conversion rates, and ensure customer satisfaction. "This makes it easier to establish a foundation for sustainable growth in any market," concludes the AI for business expert.
