What should I keep in mind at the consideration stage?

During the consideration stage, we have confident users but they still want to understand how to satisfy their needs; so, here we tell you what content is perfect for this moment.

The sales process has different stages that should be followed to have an effective closing of sales because customers do not tend to buy a product immediately, but rather follow these stages, better known as the "buyer's journey". Since there is a clear differentiation between each stage, likewise the strategy in content and approach to the possible client changes during this journey. In this article, we will talk about the consideration stage, at which time customers are aware of their problems and are investigating possible solutions for those problems.

Although in the consideration stage there are customers who want to learn more about what they think they need, it must be taken into account that by being clear about their problems, apart from wanting to learn, they want to gain more confidence in their potential purchase. So what should be taken into account at the consideration stage? As in all other stages of the buyer's journey, the best content at the best time is key to making the transition to the decision stage and ultimately to the conversion to happy customers.

Key content to help in the information process

When we have users who are considering us as an alternative to meet their needs, we also have valuable information about their previous searches that can help us fine-tune the content that we are going to produce.

Some types of content for this stage are:

• Solution guides: They come to be like a sales format that matches the characteristics of our product with the specific needs of the customer.
• Comparison matrices: Although our product may meet the needs of the customer, it is important to offer a little more context about what we offer based on what others offer. Making comparisons allows you to better understand the value that is offered and why you are willing to pay more.
• Videos and webinars: This resource is very useful when starting a more active conversation with your customers. The videos, while providing information about the need they have, are the perfect platform for the customer to express their other concerns to further refine our content.

These are just some examples of the types of content that can be produced to satisfy customers who are considering us to solve their needs. It should be noted that apart from the relevance of the content, we have to seek to better understand the identified needs that our product can meet through constant dialogue with users who are not only considering, but also in any of the stages of the buyer's journey.