Understanding the Buyer’s Journey


When talking to a potential customer, you should be thinking about the buyer’s journey rather than the seller’s process. To do so, it’s important to understand the reasons behind how and why people make purchases. Below are just some of these reasons:

  1. People’s decisions are equally as emotional as they are logical. A person may be drawn to a product and immediately want to buy it, but then stop to research the product’s specifications. Make sure your marketing captures both sides of this spectrum to reach the widest audience.
  2. Buyers are naturally suspicious. Developing trust and credibility with your potential customer is paramount. Peer reviews facilitate this by showcasing how your work has benefitted others. Position yourself to not just sell them something but to help them.
  3. People like things simple. The easier your product or service is to understand, the more likely it is to be purchased. It’s that simple.
  4. Buyers crave value. Since value is completely relative to the buyer, as a seller you should strive to learn what your target market values most and shape content around those things. This should be an ongoing process as the needs and values of buyer’s change.

Keep these things in mind when you meet with clients, develop sales strategies or create content for marketing. In doing so, you’ll be poised to better understand your customer, making you more successful in the long run.

The Customer Journey