Aug. 18, 2025

The Buyers Journey With Michael Barbarita

Show Notes
Transcript

Are you capturing the 97 to 99% of your prospects who are on the Buyer’s Journey? Or are you frantically going after the 1 to 3% of prospects that are ready to buy now?

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WEBVTT

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Hi, you have done to censure? Wow for you.

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Your This is the pipe Man here on the Adventures

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pipe Man W four c Y Radio. And again we

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are back with the Positively pipe Man segment with our

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weekly special expert and we're gonna also, Okay, we were

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talking last week about a subject that's very important, and

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we're gonna kind of add to that a little bit

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in the beginning, and then we're going going on to

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a subject called the buyer's journey, which I think is

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extremely important. So with no further ado, let's welcome to

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the show. Michael Barbarita. How are you?

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Thank you? Dana Tie great, how you do it?

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I'm doing phenomenal. It only took me the third week

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in July to get over my jet lag and say

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your name properly.

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They that progress, right, progress? So yeah, I wanted we

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talked about last in the last show, we talked about

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the inside reality versus the outside perception. How the inside

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reality in most companies is great, but they never communicate

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all those advantages of that inside reality to the outside world,

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and therefore the outside perception is that they're like everybody else.

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Were the only differentiated that the prospect has his price,

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and so the other thing I talked about was that,

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you know, not many business owners go and look at

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their competitives websites. And when I ask my clients to

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go and look at their competitives websites, they find that

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they're very similar in many ways, and that they use

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what we call I hope so marketing. And let me explain,

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I hope SO marketing. So I hope SO Marketing's terms

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like largest selection, lowest price, best service, high quality, most professional,

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we're insured, we've been in business for four hundred years,

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we're a family owned, we're honest and sincere. And by

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the way the bust and straggle, the thought he was

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honest and sincere.

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I just wanted to mention that nice. So is that

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how he marketed himself? And I also I want to

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say something having to do with, you know, authors, I

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always say to myself, come on, and I'm an author,

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and I never use this term that everybody uses, a

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number one best seller. Come on, you can't all be

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number one best sellers. That's ridiculous, and it just makes

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me not believe them at that point. Now you've lost

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credibility as far as I'm concerned.

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Exactly I know, and what they what I think they

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do is they pick little segments like you know, sixteen

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to seventeen year olds for number one or something something

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to that event. But anyway, what the customer is saying

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when you talk about things like being experienced and honest

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and sincere and being the largest selection, best, most convenient location,

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all that stuff, the customer is saying, I hope, So

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I hope you have high quality. Why would I do

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business with somebody who doesn't have high quality? I hope

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you're professional? Why would I do business with someone who's

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totally unprofessional? And so right, and so these are this

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is the same jargon that your competition is using. If

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anybody else can say it, it's worthless. And that's why

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you have to have those differentiators, like a position of

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market dominance and having that and communicating the actual inside

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reality so that you can counter to that outside perception

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that you like everybody else. And so I just wanted

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to add that from the last second, last week.

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The most convenient location, Like that's a little subjective, right,

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you know, like what's convenient for me, they may not

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be convenient for you.

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It's just jock, and it's and it goes right over

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the head of the prospect. They don't care, they don't

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they're gonna. It's gonna because the next person is saying

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the same thing. They say, Oh we get well, you know,

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why should I do business? Well, we have the highest

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quality that you can find.

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Well, you know what's interesting about that is, as you know,

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I was in the investment business and as a financial planner.

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You know, there's a lot of regulations. But there's one

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thing that always blew my mind that was okay to do,

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and that is they call it puffery, which means you're

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allowed to exaggerate and you're allowed you know, you're not

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allowed to give not factual information, but you're allowed to exaggerate, right, so,

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and they call that puffery, and like, you know, you

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could say things like I am somebody that, in my opinion,

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is the best broker you could ever work with. There's

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you didn't say anything illegal or against regulations. But is

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that true? Yeah, probably not, you know, you know, and

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in my opinion, well, yeah, the best for me to

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me because I'm talking about me, you know. But people

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think about that too. When you say stuff like that,

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they're like, you know, all you really and it makes

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them question you I think.

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Right, or just saying I hope so, I hope you could. Yeah,

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I mean, I help you the best. Why would I

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do business with the worst?

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Right exactly?

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So that anyway, that's something I wanted to add. I

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hope so marketing because the customers saying, I hope, so,

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I hope you have I hope you the most professional,

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I hope you're honest, and it's.

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It and you would hope so for sure, right right,

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that's a great concept. I love it.

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So today's segment is about the biased journey. Now, what's

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what's interesting about the buyer's journey is that our research

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shows that only one to three percent of any market

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at any time, in any industry, at any moment, is

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ready to buy now. Yeah, The ninety seven to ninety

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nine percent of prospects are on the buyer's journey. And

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what we find is that the business owner does not

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bother nurturing that ninety seven to ninety nine percent. They

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they basically ignore it. And the biased journey can be

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anywhere from fifteen minutes, take anywhere from you know, one

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minute to fifteen or twenty or twenty five years or more. So,

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patience is a part of the process here.

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I've experienced that recently. We have a new show coming

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on the network that I talked to several several several

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years ago and just contacted me out of blue, you know,

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and not out of blue meaning like he didn't have

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any prompting. He means, I sent an email campaign he's

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on and then he contacted me and goes, you know,

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that was perfect timing. I got that email because now

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I'm ready to start, and I'm like, I was blown

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away because it's not like it was a month ago.

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It was several several several several years ago.

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Is on the bidas journey, Yeah, but it took you know,

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it was a long journey. But that's where ninety seven

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and ninety ninety percent of your prospects sit. That's where

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they are. And you know, the biased journey is actually

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approximately a four step process that the buyer goes through

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that can take anywhere from a minute to many many years,

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like in your case, and and and it starts with

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a mild interest. They find out that something is out there,

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and then they kind of analyze what the benefits are.

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Now this might be oh, this is over time, this

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isn't you know, this is it that it could be

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in a short window, but for the most part, it's

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over time. And so uh and then they you know,

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they as they go through the benefits, as they continue

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down that journey, they're now asking themselves what are the objections?

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And uh, you know, why shouldn't I buy this thing?

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What what you know? Why should I hold off? Or

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why shouldn't I buy? And then finally they make a

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vendor selection. And in your example, which is a great example,

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a drip campaign is a very effective methodology to communicate

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with customers while they're on the buyer's journey. And so

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what you did was perfect because you know he was

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on the journey. Who knows he went through you know,

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he went through an awareness. You might have presented that

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awaritness you might not have. A competitor might have presented

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that awareness. And then they started to thinking about, oh,

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this sounds good. Here, here's here's a benefit. There's a benefit, okay,

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And they're discovering this over time as you're dripping them. Yeah,

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and then you're saying, why shouldn't I buy? You know,

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let me wait a few let me let me wait

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because I'm really not ready yet. And then finally they

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make a vendor selection, boom, and once again you had

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a consistent drip.

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Exactly because otherwise we'll forget about you, you know, and

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that will be the next person comes along, because timing

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is everything. A lot of time things happen in life,

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and people don't necessarily tell you what's happening in their

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life that makes them not make the decision right then

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and there. But you know, what I explained to you

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has happened to me so many times in this industry

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over the years, where even with past clients, you know,

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I'll still market to them over the years, you know,

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because maybe something happened or what have you had somebody

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else recently that they had a show on our station

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many many years ago. But that business is far the

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funked at this point. It's not And now they see

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an email and it's like, oh, you know what, I

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want to come back and do business with you again,

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but it's not going to be the same thing. Now.

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I have a different business, a different concept, and that's

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what I want to do, you know. So there's many things.

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I think it's so important for people to know that

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there's many things that could change in that buyer's journey.

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That could make them the perfect prospect now when they

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weren't the perfect prospect before.

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Amazing. And what we found our research game was that

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when you use the conversion formula while they're on the

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bias journey. Now, just to review, we've talked about the

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conversion formula past, captivate the problem, fascinate solution, Educate a

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little bit more information on why your solution is superior

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to the competition, and offer that's compelling. We found that

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instead of the normal twenty to one hundred touch points

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that are necessary while a prospect is on the bias journey,

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that using the conversion formula, we have found in our

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research that we compress the time of the touch points

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before they buy between five and twelve points of contact.

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So yeah, so if you if you follow the customer

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while they're on the body's journey, using let's say a

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drift campaign and using the conversion formula in that dript campaign,

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you will uh compress the timeframe to help them make

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a decision faster. So it's yeah, and so so what

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your example is perfect, It's happened to me too. I've

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had a clients that, uh, you know, first talked to

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me fifteen years ago, uh, and just weren't ready. And

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then as time went on, you know, you keep dripping on.

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And by the way, here's another thing that the TIC

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on a client that I'm thinking of. He called you know,

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I first contacted him in the fifteenth year, and then

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I kept dripping on him. He called me like five

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years ago and still wasn't ready. But just call me

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to touch base, you know that. Yeah, yeah, And then

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in the fourth you know, four years ago, you know,

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it just touched base again, you know, because something in

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the drift campaign got his attention. And then uh, you

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know two years ago, and then finally he jumped in

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the boat. So it's it's uh, it's really fascinating. But

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that's where most prospects lie. Everybody is going after the

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one to three percent and then banging their heads against

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the walk because they're all going after the ones to

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three percent who are ready to buy. Now where you

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need to You don't need to stop going out to

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the one of three percent, but you have to stop

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nurturing the ninety seven to ninety nine percent that are

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on the journey.

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They'll be the longer lasting clients anyway, because those people

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that take that long usually are the longest lasting clients, right, you.

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Know, the most educated in terms of knowing what you

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do and how you do it.

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Yeah, exactly. So what else do we want people to

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know about the buyer's journey?

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Well, I think I think that there's there's several strategies

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for addressing it. What's interesting too, is that I can't

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tell you how many clients because we're so we business

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owners are so immersed in our business. We think that

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one time that if a prospect has one point of

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contact with us, or even experience us as a customer,

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you know, you know, being a client or customer if yours,

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we think they'll never forget it, never forget it, and

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so we never tell them about anything else. For example,

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I have a client who is uh is a roofer

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and he sells gutters and signing as well. So he's

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he's he's he's selling. You know, he's had one interaction

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with a customer on roofing. Oh that's it. You know, Well,

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they can call us back to signing a guts. They

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have no idea you do signing a gun's unless you

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did a drip campaign to that to rejuvenate those former customers.

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They have no idea and so. But because we as

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business owners are so immersed in what we do, we

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think that and only that somebody just needs one touch point,

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whether it's a and certainly a customer has experienced us

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and loved us, they'll never forget us.

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The fact is they do forget exactly.

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And the only way you can you get to stay

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in contact. You have a thirty four percent chance of

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selling to an existing customer versus a thirty percent higher

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chance of selling to an existing customer versus uh, you

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know a cold customer, someone who has experienced you yet.

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Oh yeah, So reactivating former customers is another dript campaign

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and another because.

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Number one, I do it all the time.

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Yeah, you come up with new stuff, but you have

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new products that you're presenting. You're adding more value to

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an existing product that they didn't know about. All that stuff.

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Yeah, it's amazing.

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It's amazing how business owners overlook things that are right

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in their domain, right in their grasp, right in their wheelhouse.

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Well, and sometimes those new features and services that you

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add are what have would have made them make the

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decision before, right, But you didn't have it right.

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That's right, that's right. I mean you're always innovating at

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some level, coming up with new ideas. But what happens

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is is business owners go after the one to three

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percent with those ideas, and they don't tell the ninety

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seven to ninety nine percent, especially they're former customers, not

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to mention other customers that are on the journey.

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Yeah, and approved the point when I do mass email

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campaigns and I have oh I just got back from

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this and we have all these new innovative things we

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didn't have before, that's when I get the most responses

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to email campaigns, and it's usually previous people and they're like, oh, well,

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what's going on now?

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Amazing?

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Give everybody out your contact info and even additional info

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you want to give them at this point, love to

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you know.

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Every every week I offer three lucky listeners an opportunity

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where I guarantee I will show you how to increase

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your revenue a minimum of one hundred thousand dollars without

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spending an additional dollar on marketing or advertising. And to

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do this you just and I can only handle three

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a week. So go to NeXTSTEP CFO dot net forward

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slash contact, fill out the contact form and in the

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message section put one hundred k and I will send

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you an invite a calendar link for you to schedule

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the appointment and if it's ninety minutes, but I promise

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you you'll you'll you'll see how you can generate more

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than one hundred thousand dollars of incremental revenue without spending

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any additional money on marketing your ats. Most incremental revenue

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falls to the bottom Lin.

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That's true. Well, again, you were a wealth of information

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and we look forward to hearing from you more because

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I have you because you're such an expert on my

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show every week. And so thanks for everything you gave

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us this week, and we'll see you next week. And

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thanks for being on the Adventures of play Man.

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Thanks for having me tea. Thank you for listening to

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the Adventures of plate Man. I'm w for CUI Radio.