White paper
December 2020

The Customer Journey

Understanding the multiple stages of the sales journey is a critical part in connecting with today's multifamily consumers.

The process a consumer takes to purchase a product evolved quickly the past few years, particularly among large, considered purchases, and COVID-19 has only accelerated those changes. We no longer live in a world where we rely on a sales expert to impress or “wow” us with their knowledge and elaborate presentation on their product. Consumers, in every sense of the word, embark on a more demonstrable decision journey for most major purchases, and it begins well before there is any personal interaction between the product provider and the consumer. This consumer-focused journey necessitates a sales process that focuses every person within an organization — regardless of position — to meet the customer along their journey and understand the experience through a customer’s perspective. The two primary differences driving the change in behavior of today’s consumers are time and knowledge.


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