Customer Journey
How a Customer Comes to Purchase
When you need this section
You know what your salespeople do. But you do not know what the customer thinks and feels on the way to a purchase. Where they hesitate, where they trust, and where they leave.
Many leads, few deals
Customers come, talk, and disappear - it is unclear where most of them are lost.
Customers "go to think" and never come back
There is no understanding of what happens after the customer leaves the meeting or stops replying to a quote.
A complex product with a long cycle
The customer takes 2-6 months to decide - you need a strategy for every step of that journey.
Competitors win at the finish line
At the last moment the customer picks someone else. There is no system to "lock in" the final stage.
Weak repeat-customer work
After the first purchase the customer goes silent - there is no clear path to the next deal.
A customer journey map that moves conversion
The result is a working document, not theory.
Customer Journey Map
- Every touchpoint from need awareness to repeat purchase
- What the customer thinks, feels, and does at each stage
- Barriers and trust-loss points
Strategy at every stage
- What the salesperson does to move the customer forward
- Which materials and arguments are needed
- How to respond to doubts and fears
Conversion uplift points
- Where and how to lift the chance of moving forward
- Which touches matter most for the decision
- What to remove as unnecessary friction
What's inside the section
A detailed structure with concrete content.
Awareness stages
How the customer realises they have a problem and starts looking for a solution. What triggers them.
Selection stages
How the customer compares options, what they search for online, who they ask, what criteria they apply.
Decision-making process
Who is involved in the decision, which risks they weigh, what makes the final yes.
After the purchase
What happens after payment: expectations, reality, willingness to recommend and buy again.
The creation process
A clear process - from briefing to the final document.
5-10 interviews: buyers and non-buyers
Behaviour patterns, drop-off points
Map, barriers, touch strategy
Edits, clarifications, final version
Minimum from you
We need your time and access to data. We handle the rest.
Ability to interview 5-10 customers
CRM export with deal history
Call recordings (especially lost ones)
Understanding of the main customer segments
Honest answers
Questions clients ask before we start.
Do we have to interview real customers?
Yes - it is the most valuable source. Without interviews, the map is built on guesses, not facts.
What if customers do not want to talk?
We offer them value: a consultation, access to materials. Usually 5-7 out of 10 agree.
Is this only for B2B?
For B2B and B2C. In B2C the journey is shorter, but the logic is the same.
How do we use the CJM in daily work?
As a guide for salespeople and as the basis for scripts, materials, and follow-up sequences.
Ready to build a sales playbook your team will actually use? Book a 30-minute review - we will show what your playbook will include and the impact you can expect.
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