Of Donuts and Diets

The Buyer’s Journey

Photo by kimia mahjoub on Unsplash

Most people don’t just whip out their cards to buy something. There is a process behind that decision, and understanding that process will help you tailor your business towards helping potential buyers along that process.

Ready? Here goes:

1. Awareness — they develop an awareness that your product or services exists
2. Interest — they become interested in it
3. Consideration — they begin to consider whether this is something they want to look into further
4. Intention— they have developed an intention of buying your product or service
5. Evaluation — the final check, where they think it through in full
6. Purchase — they’re going for it, and you’ve just made some cash!

Here’s an example of when the buyer’s journey goes quickly and smoothly:

You’re walking down the street and get a whiff of freshly fried donuts (awareness). You turn your head to identify the source of the smell (interest), note that it’s a branch of a good bakery you’re familiar with (consideration), walk in (intention), check the price and length of the line (evaluation) and buy a donut (purchase).