Chapter authoring / Anonymised adaptation

Writing for the customer buying journey

A selected reading sample from The Science of Selling.

I wrote a chapter connecting the customer buying journey with the seller's approach. This reading sample adapts selected ideas from that chapter; organisation names and internal methodology references are omitted.

Start with how customers buy

The buyer's journey describes the steps a prospective customer takes from recognising a problem to choosing a solution. Understanding that experience helps a seller align their approach with the customer's needs. The journey can be complex and is not always linear.

Make the stages useful

  1. 1 Awareness

    The buyer recognises a problem and seeks information. Help them understand the issue and its implications before introducing a solution.

  2. 2 Consideration

    The buyer researches possible approaches. Use relevant examples, comparisons and evidence to support their evaluation.

  3. 3 Decision

    The buyer assesses their options and seeks reassurance. Address remaining questions and make the next steps clear.

Connect the buying journey to the sales process

The sales process describes the seller's activities; the buying journey describes the customer's experience. Aligning the two helps the seller identify when to listen, investigate, explain, demonstrate or resolve concerns.

What this demonstrates

Chapter authoring that translates sales concepts into practical guidance. The original chapter also connected buying psychology, value-based selling and internal methodology with the organisation's sales stages.

Anonymised adaptation of selected content from a chapter I wrote. Wording is condensed and paraphrased for portfolio use. The complete shared playbook was a team output.