What are the buying journey stages?

As a seller, you need to understand the buying journey stages for each potential buyer of your brand (your target audience), you should be able to understand their needs and wants and however identify their pain points, where do they search for products digitally, and how do they get influenced and persuaded across the buying journey stages.

This blog post is your perfect guide for understanding the buyer’s journey in marketing and Buyer’s journey in digital marketing

Buying journey: What is the buyer's journey?
What is the buyer’s journey

The buying journey of customers consists of three phases:

1- Awareness stage: The customer or buyer recognizes that he has a problem or an opportunity.

2- Consideration stage: The customer definitely defined his opportunity or problem name & searching for possible methods as a solution.

3- Decision stage: The customer at this stage simply chooses a solution.

Buying journey: What is the buyer’s journey?

The buyer’s journey in marketing is a process that the buyer pass-through from initially becoming aware of a problem, considering approaches to the problem, evaluating, and deciding the best product or service that will solve that problem.

Buyers have nothing to do except buying from you or from your competitors. For a customer to reach a final purchasing decision which for sure will be of maximum benefits, buyers will suddenly discover the need for something, or maybe they will feel that they need an improvement for something related to your business offering. However, sometimes customers are not aware of the need, and here comes your role as a salesperson which is pointing to the customer’s issue.


Three phases of buyer’s journey

1- Awareness stage

At this stage, the customer discovers that there is a problem facing him, or experiences symptoms of a problem that they want to solve. As mentioned before, sometimes a problem is classified as an opportunity for improvement and development. In the awareness stage, the customer begins subconsciously classifying his problem and giving it a name to be able to know the problem that he wants to solve, and sometimes your role as a marketer is to highlight the audience problem and to trigger the need for buying your product that solves customers problems

if you are not able to identify and understand the awareness stage for your buyer, you should answer some questions such as;

1- What is the definition of your buyer’s problem or opportunity from a buyers’ perspective

2- What are the methods that buyers undergo for the educational research of their problems

3- Are there any misunderstanding of your prospects concerning the issue itself; name, reason, and solution

2- Consideration stage

After the awareness stage customers come to the consideration stage, where the customer starts searching and evaluating the valid options presented in the market to solve the problem or the opportunity. The valid options are the available and easy-accessed solutions nearby the customers at which it answers a problem of customers, the approaches are usually companies to contact or products to evaluate.

It might be your product or your competitor’s, so your role here as a marketer is to highlight that a specific problem that is addressing that specific audience, can be overcome by the company offering.

At which you suggest that the company’s products and services can provide customers with advantages that are a solution to the current problems.

In the consideration stage, buyers have already classified their goals or problems. They begin to reach a list of possible approaches or methods to solve their problems or reach their goals. As a marketer, you can figure out what are categories customers are looking for to solve their problems, what are their sources of information for every product category, how do they oversee the advantages and disadvantages for every possible category, and what is the decision-making process of them.

3- Decision stage

The solution strategy in this stage has come into action, the customer reaches his destination the “Decision stage”, as he finally reaches the stage in which the decisive decision will be made by choosing one of the available solutions/approaches to solving his problem. A customer will build a long list of options or vendors he might consider when making a decision and will most probably think of the pros and cons of each.

Before making a decision, customers in the buyer’s journey are supposed to filter out of the long list of vendors or alternatives, they will shorten the list until they reach the ultimate decision.

Within the solution strategy, vendors with the best features, advantages, and benefits and will most probably have the most value-added to the customer’s, will probably win the sale as they helped the buyer in making the decision easily without any risk and with convenience.

To fully understand the critical stage of the buying journey which is the action-taking stage, you must investigate and increase your customer knowledge about their decision-making factors.

For example, try to know:

  • Do buyers think about a free trial of the product before buying it?
  • What are the criteria that customers evaluate the list of options upon?
  • If your product offering is one of the options, what are the unique selling points of your company compared to others?
  • What are the common concerns of buyers about your offer… Is it way too expensive for example?
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