DESIGNING THE BUYER CENTRIC FUNNEL

THE CURRENT BIG PICTURE

In the late afternoon, I was craving some pizza. My car was out for service so I could not
drive myself to the location. A good snack now and then is required by most of us but we
often find ourselves in situations that are due to various reasons. For e.g. A delay in the
arrival of a vehicle. But to every problem, there is a solution, no matter how big. And that
solution in this scenario happens to be found in applications like Uber Eats or Dominoes, as
they can receive an order through a phone call or online and deliver it straight to the
customer’s doorstep. Nowadays, most people rely on reliable and trusted platforms that
enable their ease in access. This entire process of a customer getting to purchase
something from a company’s platform with satisfactory results frames the entire picture of
the buyer-centric funnel.
A buyer-oriented funnel goes through an entire process that begins from engaging a new
customer, which is the start point to having a permanent relationship with the same
customer, which is the endpoint.
Refer to this article for more information:
https://www.forentrepreneurs.com/launch-scale-2017/ - David Skok

HOW TO DESIGN THE FUNNEL

 THINKING FROM A CUSTOMER’S PERSPECTIVE

Understanding your target audience is key to designing a buyer-centric funnel. Loopholes,
interests, online activity, and getting data on how users would prefer their problems solved
are all points that help a company have a clear picture of the demands that are to be met by
the customer. For eg: Forever 21 is a clothing brand that focuses on creating fashion for all
age groups no matter how old or young. The theme of this company, along with other
aspects like its cost-effective plan and quality material encourages customers to make a
purchase.

 BECOME A CURVEBALL
In this stage, taking advantage of unique steps that drag traffic to your website is necessary.
Advertising of the product must stand out in such a way that it spells how unique your
product is. This in turn will cause the consumer to become intimate and invest. Demos, free
trials, and reviews are great methods to barge into the thought process of the customer to
get them accustomed to purchasing the item.

 SECURE A LOYAL CUSTOMER

On purchasing a product, you must ensure that the customer is satisfied with their purchase.
Be open to feedback that involves both negative and positive criticism. Ensure that the way
to make them give feedback isn’t a tiring process.
For e.g. Nike is a trusted and huge sports company, which is why customers don’t question
the thought of purchasing a Nike product, as this company has already established its trust
in the minds of consumers.

WHAT IS THE FLIP FUNNEL AND WHERE CAN IT BE APPLIED??

 Flip the funnel sale is the process of using old and trusted customers to the
company’s advantage to grow and make more profit.
 This technique relies on old consumers that act as referrals to draw in new
customers to make a purchase the in the form of communication and reviews etc.
The company doesn’t have to invest a lot of time and effort in gaining the impression
of new customers.
The company however gets data from old and newly introduced customers on how exactly
are they supposed to modify their products to satisfy interests along with emerging trends.
The flip funnel is a smart technique as referrals and reputation work along with each other
and companies use that to grow their users as with many referrals companies can build their
reputation. For e.g. Gucci.
Rewarding loyal customers is another great way to boost the company’s reputation.
Refer to this article for in-depth analysis on the flip funnel:
https://www.marketingsherpa.com/article/interview/first-look-flip-funnel-joseph

CONCLUSION
The construction of a buyer-centric funnel is key to a company’s growth. This process should
be undergone with dedication and patience as the company needs to get as much data as it
can to analyze how the funnel would be designed. If the firm/individual is successful in this
task, it can be able to leave its mark or set its image in the marketing industry.

Degree Name: Bachelor of Computer Applications

College Name: Nirmala College For Women
Email ID: maryrajajames@gmail.com
Contact Number: 7812876915