The role of customer decision journey in business development

Ever since it was developed, the sales funnel system has been the primary framework in business development. It is the process of finding and connecting with prospects to turn them into leads, and eventually to customers and repeat buyers. It has been the ideal setup, for a long time, in ensuring that a business avoid losing or “spilling” potential customers – individuals or other businesses.

The concept stems from the marketing tool AIDA, which means attention, interest, desire, action, and has the objective of building customer relationships.

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In the modern environment, though, the sales and marketing process is anything but linear, which is an assumption in the sales funnel system. There is a need for businesses to determine the different factors that affect customer behaviors to make sure that marketing resources and effort spent are converted into real sales.

This is where the customer decision journey (CDJ) steps in.

CDJ veers away from the funnel and focuses on the “circular” or looping journey a customer undergoes in deciding to purchase a product or service. Its phases are the following: initial consideration of the brand or supplier, active evaluation or information gathering about potential purchases, closure of the transaction, and post-purchase wherein the consumer experiences the product or service.

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By applying CDJ, a business can find out what matters to consumers, where to channel resources to maximize results, and foster a healthy relationship between marketing and sales.

Business executive Steven Rindner has a strong background in business and corporate development and growth strategy across various industries, namely, healthcare, media, technology, and real estate. Subscribe to this blog for more business articles.

Improve Mental Health Through Running

Almost everyone is aware of the physical benefits of running, but not all are knowledgeable about its impact on mental health. Research shows that people suffering from mental illnesses such as depression and anxiety greatly benefit from running. Running is not only an aerobic exercise that promotes the release of stress-fighting hormones (which consequently improve or stabilize mood), but it also strengthens certain neurological pathways in the brain related to memory and cognition.

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Those who are depressed complain of having low energy and lack of self-esteem. Depression is a vicious cycle wherein the absence of brain chemicals affects the physical body, preventing hormone production. For people with depression, it can be difficult to take the first step in improving their well-being. Running, however, is the easiest exercise to do because it requires very little in terms of gears and equipment. All one need is a good pair of running shoes.

Many health experts recommend running, particularly, running a marathon, because there is an element of purpose. Participants need to train to join a marathon with the goal to finish the race. This type of training helps build confidence. Studies show that people who completed their first marathon have improved mental health particularly in how they assess their self-worth, self-respect, and self-confidence. Marathon training also builds key life traits such as discipline, motivation, determination, and inner strength.

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Battle Of The Bottles: Should Runners Drink Water, Coconut Water, Or Sports Drinks?

Coconut water is becoming a hip and trendy health drink. For people looking to quench their thirst while cutting calories, coconut water is a great option and has become a fixture in convenience stores, gyms, and yoga studios. If everyone is crazy about it, should runners make the big switch, too?

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It is no secret that coconut water offers several benefits. It’s a great and natural way to increase electrolytes after an intense workout or a strenuous physical activity. Coconut water contains magnesium and potassium and is naturally sweet (unless it is said to have added artificial sweeteners). But how does it fare when compared to water or a sports drink when taken after a workout?

In a study published by the Journal of the International Society of Sports Nutrition, natural coconut water was compared to a conventional sports drink. To test the effectiveness of coconut water, 12 men who exercise were put on a 60-minute treadmill workout on four instances with five-day gaps. They were given bottled water, pure coconut water, coconut water concentrate, and sports drink. They were asked to measure their levels of thirst, bloatedness, stomach discomfort, freshness, and tiredness based on the post-exercise drinks that were presented.

The results of the study showed that there were no distinct differences between water, coconut water, coconut water concentrate, and sports drink with regards to the respondents’ athletic performance. However, some men felt more bloated and experienced stomach discomfort while under coconut water and coconut water concentrate than water and sports drink.

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The verdict? Runners can go for water, coconut water, or sports drink during and after a run. There’s nothing wrong with a little bit of variety, right?

Steven Rindner is a business executive with a background in media, technology, real estate, and health care industries. He also enjoys running and joining marathons. Read more running tips here.

Should Runners Go Barefoot?

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Is barefoot running worth all the hype? A lot of running enthusiasts have gone from shopping for the best running trainers to wearing nothing at all. Foot and knee injuries are common among runners, and several studies claim that barefoot running puts an end to these. There are also studies linked to barefoot running and better running performance, in terms of speed and endurance. But does it really help?

The Journal of Strength & Conditioning’s latest research finds that shoeless running is not necessarily a better method. What prevents running-related injuries is performing is the correct form.

Barefoot runners step with their forefoot as they stride, and athletic shoe users strike with their heel. Recent studies have shown that those who run without shoes on acquire more stress fractures. However, athletes who use shoes suffer from knee injuries.

Whether people go shoeless or not, new research proves that running can get runners injured whichever path they choose. There is no perfect option, but a biomechanic assessment and other tests can evaluate running form and stride. Running with the right stance and stride will help runners avoid injury. Proper training will improve running performance and decrease risk of acquiring injuries.

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Steven Rindner is a business executive who has experienced working in different industries, including media and real estate. He is also a fan of running. Read more tips about running on this blog.

Instagram Your Brand: Five Tested Marketing tips

There are now 400 million active users of Instagram, making it one of the most used social media sites on a daily basis. Launched in 2010, Instagram has become more than a photo gallery for personal use. In fact, a lot of companies are now making their brands "instagrammable."

How companies can maximize Instagram depends on the product or service that they offer. It is, of course, impossible for a company dealing with corporate services like banks or airlines to come up with a concept similar to beauty brands. However, this doesn’t mean banks, airlines, and other service-oriented companies cannot come up with creative visuals that they can post on their Instagram account.

Here are other five tips on how companies can use Instagram:

- Have a grid concept or a specific theme. Many people are becoming conscious of how their Instagram accounts look like to achieve having an account that people will also call #feedgoals. Some people decide on a particular theme for their posts, example, white borders or a regular font or filter to use for the photos. Others are getting into grids. Having a theme or key elements in the posts – such as white only background or greenery on all posts – will make an account easier on the eyes, thus attracting more followers.

 Image source: Marketingcloud.com 

- Share a story and be consistent. Service-oriented companies like hotels, banks, airlines, and the like can use Instagram to share their company’s mission, vision, and even customer feedbacks, not only through compelling visuals but brief but straightforward captions. It’s best if these stories are posted as a series or on a regular schedule for consistency.

- Hold a promo or contest exclusive to Instagram. This is one of the fail-safe steps on how to gain more followers on Instagram. It also is a good way to establish a hashtag or geotag for the brand, which customers may use even after the promo. According to BrandWatch.com, posts that have hashtags get at least 12.6 percent engagement, and those with location receive 79 percent engagement. This will be helpful especially for physical shops or restaurants.

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- Utilize the video. So, what if Snapchat’s all the rage lately? Instagram has its own video option that brands can use to make interesting content. The embed option makes it easier for companies to use their Instagram videos on their website or blog too.

Cross-post using other accounts. Instagram have its own unique features, but it’s best used with other sites, too. Linking Instagram to Facebook makes promotion easier. With hashtags, which are also recognized on Facebook, brands can leverage their contests or social media buzz once it’s cross-posted on Facebook. Plus, this can lead to additional followers too.
Read more business-related tips and articles on this Steven Rindner blog.

The Keys To Employee Loyalty

A company that has been in the industry for decades most likely has stable and satisfied personnel. Unfortunately, many businesses today seem to struggle with getting an employee to stay. Here are some tips that will help encourage employees to remain in their current workplace: 

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Open up opportunities to grow.

Allow employees to undergo training within or outside the office. Give a chance to those who are struggling but have the potential to become great employees. Whether it is a simple self-image course or offering to pay part of the tuition for graduate studies related to their job, let employees go the extra mile in improving their confidence and skills. 

Set good leaders in place.

Leaders that demand a lot without listening to an employee’s feedback could be the reason a lot of people in the office are leaving. When workers no longer feel valued in their current workplace, that’s when they start to seek other employment opportunities. Instead of the stereotypical manager breathing down an employee’s neck, perhaps it’s time to take a chance on choosing leaders that inspire and motivate. 

Offer chances for promotion

Let employees feel that there is a level playing field in the office. When they realize that those who are evaluating them are impartial, that’s when they will unleash their best side. Once they’ve given up on reaping the rewards in their current company, that’s when dissatisfaction creeps in. To prevent this, affirm employees that they too can succeed in their current company. 

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Employee loyalty can be difficult to earn. Once it is in place, it will be hard to challenge. Successful companies know how to invest and reward in their employees. It’s time for many others to follow suit in harnessing great talent.

Corporate development executive Steven Rindner has many years of experience in business development and growth strategy across a number of industries including media, technology, real estate services, and healthcare. He is currently working for Belgium-based Besins Healthcare International. For more business articles, subscribe to this blog.

A Perfect Fit: Breaking In Running Shoes

On race day, it is never a good idea to run in brand new shoes or on worn out ones. Running shoes with 300 to 400 miles on them lose their cushioning ability and other internal factors that the feet need. Brand new shoes, however, are not flexible enough to be used in a marathon. Also, the shoes might have structural differences from the runner's previous pair. The feet need to adjust to those structural differences. Wearing a pair of brand new shoes on the marathon day can result in blisters and ankle soreness. Simply put, brand new shoes require a bit of breaking in.

Image source: livestrong.com

New shoes should be purchased at least three weeks before the marathon. The breaking in process starts with walking in them for a few days. It can be worn when walking around the house and town, shopping, or while working, if it is allowed. After getting the feel and fit of the shoes, the next step would be to use them gradually in running. For example, if a runner runs five times a week, then she can start using the new shoes once or twice then gradually increase those times until the she feels comfortable using them in every run.

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Steven Rindner is a successful business executive who has expertise in diverse fields such as healthcare businesses, real estate, and media. Aside from his passion in business development, he is a running enthusiast as well. For more articles on leadership and marathons, follow this Twitter account.