The Buyer’s Journey
salesmarketingpsychologybuyer journey
The Buyer’s Journey
Usually, marketers talk about it.
But sellers need it just as much —
because strategy depends on knowing where the client stands.
Stage 1 — Awareness
The client knows there’s a problem
and wants to solve it —
but has no idea how.
They don’t know what they need, who to trust,
or what outcome to expect.
Your job:
- Help them understand the real issue
- Show expertise and credibility
- Share experience and case stories
- Build trust through clarity and empathy
Stage 2 — Consideration
The client understands their problem
and starts comparing solutions.
Now the challenge is decision overload —
too many options, no clear framework.
They crave certainty.
Your job:
- Help them compare options rationally
- Clarify key differences and benefits
- Position yourself as an advisor, not a seller
Stage 3 — Decision
The client has chosen the type of solution —
now they choose whose solution to buy.
Trust and simplicity become decisive.
Your job:
- Emphasize why your product fits best
- Make the process effortless and safe
- Show that you stay with the client after the sale
Takeaway
These three stages never go out of date.
The seller who understands where the client is
and speaks the right language —
wins without pushing.