Sales Glossary > Buyer's Journey

Buyer's Journey

Buyer’s journey is the process a prospective buyer goes through from initial research to the purchase.

Simply put, it’s the series of steps a prospect takes before buying anything from you.

The three key steps of the customer buying journey are:

  • Awareness, i.e., identifying the problem and deciding to find a solution to it.
  • Consideration, i.e., researching the options to solve their problem.
  • Decision, i.e., choosing the right solution and making the purchase.

The buyer’s journey is often associated with the sales cycle.

The difference between the two is that the sales cycle is typically an active process managed by the sales team while the buyer’s journey might begin way before the prospect even contacts sales.

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What is the buyer’s journey? Definition, stages, and examples