How the Buyer’s Journey Has Changed
How the Buyer’s Journey Has Changed
Since we’ve started — let’s go on.
The buyer has evolved.
The biggest forces reshaping the journey:
the internet, information, and communication.
The internet gave buyers power
The internet handed buyers control —
knowledge, access, and comparison.
Today a client can decide
without ever speaking to a salesperson.
A landing page, a review, a few comments —
decision made.
Buyers form opinions before the first conversation.
Salespeople now join late — to an already-shaped view.
Information overload and new authorities
Unofficial reviews, influencer posts, anonymous ratings —
often more trusted than certified expertise.
“But bloggers say…” —
you’ve heard it. And it now outweighs logic.
Sales are now multi-touch
Every sale crosses dozens of micro-interactions:
ads, posts, search, articles, videos, word of mouth.
The classic salesperson convinced face-to-face.
Now, the system convinces —
a chain of impressions that builds trust.
Social media: the new trust filter
It’s not that social media exist.
It’s that they’ve rewired how we decide.
Buyers ask their circles:
“What do you think of this?”
Social platforms are now the third most common channel
for product discovery among 18–54-year-olds.
Buying is now social
Think of your last major purchase —
a home, a chair, a pair of shoes.
You probably went:
Google → friend advice → reviews → purchase.
The journey is social, public, and nonlinear.
And those who still sell like it’s 2010 —
are speaking to a world that’s moved on.