Stages of the Buyer and Customer Journey
These stages orient you through the lens of the end-to-end buyer/customer journey, ensuring a consistent experience of XOi and optimizing how we tell and advance the story at each big stage.
Awareness |
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Awareness
(Marketing Led)
This is the first glimpse of XOi in the marketplace. We are introducing the customer to a new category in field service technology. The goal of this stage is product and brand awareness.
Channels
Social Media, Blogs, Videos, Advertisements
How to tell the story
Nurturing
(Marketing Led)
This is where the customer is getting to know us. It is a hybrid of Awareness & Prospect stages. The goal of nurturing is to encourage a lead action of "learning more."
Channels
How to tell the story
Sales Led
Sales, this is where you should be engaging with prospects on social media.
Prospecting
(BDR Led)
The prospecting interest stage is where the customer begins to understand the specific benefit of XOi to their personal needs. The goal of the prospecting stage is to hook the customer and leave them wanting more.
Channels
Phone calls, zooms, emails, events
How to tell the story
Start with a point of recognition. Use our customer list to see which colleagues (in their area, direct competitors, etc) are using XOi and mention that we work with them.
Lead the conversation - don't start with what we CAN'T do. You need to pitch this and lead with what we can do, and what makes us different than traditional field service technology.
During discovery questions: Introducing XOi's data capabilities in the beginning. Taking the obvious (your units fail in the summer) and taking it a step further to show how the customer can begin to plan & prepare for issues.
"I already have a CRM/FSM" objections — It's your responsibility to pivot the conversation.
"XOi goes beyond the capabilities of your CRM to bring the whole business in focus and the team together."
A standalone FSM can do great things, but connected to XOi it's supercharged.
Don't ask. Tell. "I want to set up a next step for you."
Emails - Personalize in the P.S.
Subject line doesn't matter - focus on the preview being short & sweet.
1 question/1 ask maximum in your emails. No more than 3 sentences.
Use the XOi official sales email topics & templates.
Qualifying, Educating, Proving
(AE Led)
Qualifying, Educating, and Proving are the traditional stages set by the sales team—meetings, follow ups, job walks, etc. The actions and channels of this stage will vary depending on how much encouragement a customer needs. The goal of this stage is to close the customer and convert to a purchase.
How to tell the story
Make it friendly & familiar. Establish a connection with the opening/pre-call small talk. Look for a tidbit or something you can talk about that relates to them personally or the company. Use social media for this. Research their Linkedin and company profiles.
Establish trust. This is about relating to the customer and letting them know that you know the industry & you've helped others like them.
Begin, continue, and end with the mission of XOi. Where we came from, where we are now, and where we want to go.
Provide stats and social proof.- xx% of the time a user clicks on this workflow, they see XYZ.
Keep the technician at the center of the conversation. The XOi Platform creates something that's diagnostic for a technician.
Pull back from the granular to the big picture. The full power of XOi is every feature working together. XOi's data power will solve problems customers don't even know they have yet.
Reiterate the benefits of our features along the way - how they are different and special (create fomo.)
Discovery Questions
When it comes to the manual processes on a jobsite, ask the question - "What level of intelligence are you getting out of these manual processes today?"
What would help you improve your day-to-day now?
How is [problem identified] impacting your day-to-day?
Additional tips:
IDENTIFY THREE PERSPECTIVES - how the issues are impacting the technician, the equipment, and how they are impacting the business.
Identify the points that require no duplication (especially when demoing & discussing integrations)
Closing
(AE Led)
In the Closing stage, the AE needs to efficiently lead the customer through the purchase of XOi. Ensuring they have the right features for their business needs. The goal of the Closing stage is to ensure an easy onboarding process.
Implementation, Retention, Growth
(CS Led)
In the Implementation, Retention, and Growth stages, the CS team will focus on efficacy and user happiness. The goal of this stage is to ensure stickiness and upsell on upgraded/new products and features.
