Issue #88

The (Real) Customer Journey

Customers do not adopt new ideas (or products) all at once.

There is no queue at the door when you make that new product announcement, there is a slow build up of interest a plateau and then, if you do it right, an ongoing relationship with the customer.

They move through stages, and if you understand them, you can guide the customer forward with the right action at the right time.

The Long And Winding Road

First, they are completely unaware that you exist.

At this point, it is useless to sell, no one is buying.

Action: Focus on getting noticed. Appear where they already look: industry newsletters, podcasts they listen to, local events they attend. You are building awareness, not pitching.

Next, they hear about you but dismiss it without a second thought.

You exist in their world, but you are background noise.

Action: Keep appearing, steadily and calmly. Short posts, helpful comments, a few light touch emails. Familiarity builds trust long before a decision is made.

Then they recognise that you might have something to do with their world, but they still choose to ignore you because they are focused elsewhere.

You are relevant, but not yet important.

Action: Put something valuable into their path. A checklist, a template, a short guide that solves a small real problem they already have.

After that, curiosity grows. They might visit your website, skim a post, or ask a colleague about you, but they still do nothing.

They are interested, but the cost of action still feels too high.

Action: Offer an effortless next step. A simple calculator, a short video, a one-click signup. Make moving forward frictionless.

When they test something small but stay uncommitted, they are still looking for a reason to walk away.

Their trust is fragile.

Action: Create one fast, undeniable win. Solve a small but painful problem without needing complex setup, contracts, or learning curves. Use strong, emotional and logical messages, see my recent article on that here.

The Needle Finally Moves

Then they focus hard, they give you serious attention and start evaluating whether you are truly worth investing in.

Action: Provide clean, direct proof. Share short customer success stories, publish simple before and after results, answer hard questions clearly and honestly.

If you pass the test, they make their first real commitment. It might be a trial, a small order, or a limited rollout.

Action: Make the first experience feel easy and rewarding. Give them reasons to feel smart and successful.

As they get comfortable, excitement builds.

You become a new tool they want to explore and expand.

Action: Show them new use cases they had not considered. Help them grow their success before asking for anything more.

Eventually, you are part of everyday operations.

You are no longer exciting, just expected.

Action: Keep earning attention by revealing hidden features, fresh ideas, or better support without forcing change.

Becoming Their Default

Later, they will run into your limits. They will want more than you can easily give.

Action: Listen carefully. Fix what you can. Be honest about what you cannot fix yet. Offer workarounds or timelines for improvement.

Remember, not all problems need fixing, see my post about that here.

They will compare you to others - the search for “something better” always comes.

Action: Focus on loyalty, not fear. Show them the value of what they have built with you. Remind them why staying saves more than switching.

If you handle this well, they will start building with you.

They will find new ways to apply what you offer, and it will become their own.

Support this creativity without grabbing for credit.

Finally, you're not just a choice they made, you're part of how they think and work. They do not remember a time without you, and have no desire to go back.

Every step along the way demands sales skills and technical skills but most of all, human skills of relationship building, active listening and problem solving.

And bear in mind, this process needs to happen across multiple stakeholders, all with different perspectives, across an enterprise - just in case you were starting to think it was easy!

---

There are 3 more days left to get a free copy of my "Enterprise Selling Skills Inventory". It is a self assessment tool - you answer carefully written questions and it tells you where to focus to improve you sales skills.

It is usually £9.99 but I'm giving it to you absolutely free to say thanks for reading the newsletter and because I need some reviews...

If you know anyone who would benefit from it, then forward this email and they can get it too.

Leave a review - feedback is the best reward for a creator.

(It still asks for your card details, but you won't be charged, it is just a limitation of the KIT platform.)

I help founders and enterprise sellers in three ways:

1. You can get my Sales foundations course here
2. Drop me an email about coaching you or your team
3. My blog is on LinkedIn everyday, real stories, usable tools and strong opinions.

Tell your friends about "One Step Up", they will immediately make a note in their gratitude journal with your name next to it.

I want to reach my goal of helping another 1500 salespeople succeed, starting this year.

​