Do You Know Your Customer's Buying Stages?
- Lindsay Johnson
- Aug 18
- 4 min read
Updated: Sep 29
Are You Guessing Your Customer's Buying Stages or Do You KNOW the Journey Your Customer's Take to Making a Purchase?
Most entrepreneurs focus on posting on social media, writing a few emails, and hoping sales roll in. But here’s the truth: if you don’t understand your customer journey, you’re always going to be guessing ... or worse yet, letting potential customers fall through the cracks because you're not guiding them to make a purchase when they're ready!
Your customer journey is the path someone takes from first hearing about you to becoming a happy, paying customer. Most of that journey happens in their heads without you even knowing about it. But that doesn't mean you can't meet them where they're at along each stage of the journey.
If you know where they are in that journey, what they're thinking or looking for, and their decision making process, you can give them exactly what they need instead of shouting into the void.
Let’s break down the buying stages of the customer journey and get up close and personal with 4 stages you might be fumbling.
(These 4 stages are where most service-based businesses either nail it or lose potential customers completely)
✨ You can watch the live replay or keep scrolling for the blog version for highlights and action items.
Why the Customer Journey Matters
Think of your business like a road trip. If you don’t know where your customer is starting, you can’t possibly give them good directions to get to their destination (aka buying from you).
Some people just found out you exist.
Some are curious but not ready.
Some are actively comparing you to other options.
And a few are standing at the checkout with their wallets out.
When you know which stage someone’s in, your job becomes so much easier. You can stop wasting energy on the wrong message or wrong activities at the wrong time and start moving people forward step by step.
The 6 Stages of the Customer Journey
Here’s the big picture framework with the assumption that you're not convincing people who don't want what you're selling, you're connecting with the people who are actively looking for someone like you with the intention to buy (at some point).
Awareness: they first discover you exist
Interest: they’re paying attention and want to learn more
Consideration: they’re comparing, researching, and weighing their options
Decision: they’re ready to buy and need to know how
Purchase: they've made a purchase, now roll out the red carpet
Loyalty & Advocacy: happy customers buy again, bring you referrals and champion your business to the world
The awareness stage is where your marketing activities come in and are crucial to getting your business visible and in front of the people who are actively looking for you...
But it doesn't stop there!
Once the right people know you exist, the next 3 stages happen without you knowing it (it's happening in their heads) and you need to know:
What they're thinking and their decision making process
What makes them want to buy vs what turns them off
Where to continue showing up to build know-like-trust and give them the confidence that you're the one to buy from
What fears or concerns are causing them to hold back from making a purchase
Where you might be overcomplicating the buying process and blocking the sale
So that you can continue your marketing and sales activities that guide interested folks through all 4 stages up to Purchase!
What to Focus on in the First 4 Stages
Here’s where you really need to think strategically:
1. Awareness
At this stage, your customer doesn’t know you but they know they're looking for someone like you!
Your job: Get visible
Tactics: SEO content, public speaking, networking, collaborations, referral partnerships, showing up where your people already hang out
Key question: How will they even find out I exist?
2. Interest
Now they know you, and are deciding if you're worth following. They’re curious and need to know more!
Your job: Build trust and connection by inviting them join your world
Tactics: Invite to your email list and to subscribe to your main SEO content platform. Then continue to nurture know, like, and trust via email and SEO content including sharing stories, valuable tips, free resources, community and events.
Key question: What will make them want to stick around?
3. Consideration
They’re comparing their options. Are you the best fit? Do they even need help right now? Do you fit their budget?
Your job: Position yourself clearly and show how you solve their problem
Tactics: Case studies, testimonials, behind-the-scenes content, workshops & webinars.
Key question: Why should they choose you over someone else?
4. Decision
This is the make-or-break moment. They’re ready to buy… if you make it easy and safe.
Your job: Make it clear what you sell and how to buy. Remove obstacles and reduce risk!
Tactics: Clear offers, guarantees, easy checkout, ick-free sales conversations.
Key question: How can you make it clear what you sell and help them feel confident clicking “buy”?
Final Thoughts
Your customers don’t magically leap from stranger to superfan overnight. They move through these stages step by step, and when you understand where they are, you stop guessing and start guiding.
If your marketing feels like it’s not working, chances are you’re speaking to the wrong stage and either asking strangers to buy too soon or over-nurturing people who are ready.
Take the time to map your customer journey, align your strategies to each stage, and you’ll see sales start to feel natural instead of forced.
🤟 Take my What's Your Sales Sticking Point here
Hey, I'm Lindsay!
I help misfit entrepreneurs get sales, grow their brand visibility, and scale their offers.
The name of the game around here is to get your business in front of the people who are already looking for you (with money in hand) and make it clear and easy to buy from you!
You're allowed to ditch the status quo, stop trying to be someone you're not and make an action plan that feels true to you.
Our ick-free sales strategies are rooted in consent-based selling and ethical marketing.
🤟 Start with my free quiz, What's Your Sales Sticking Point? and create an action plan you can start working on today!
