The answer is: it’s not about you. 

So how do your customers buy?

Deciding to buy something means knowing that choice is the best option; using the money there instead of somewhere else, hoping it will be a long-term solution, considering what else has to change to accept this new product and more. 

The better you understand all these parts of the decision, the better you can serve your clients. 

What is the pressure

In sales parlance: what is the client’s pain. How intense is that pain, from a smiley face to a grimace? In other words, how desperate is your client to solve this problem

To truly answer this question, you want to understand the pressure that is on that person’s shoulders. What is the obstacle in the current situation? What could they do without these obstacles? Are there other people who are contributing to that pressure? 

What is the change

In a business environment, you also want to know if the client is replacing an old product or service with yours. 

If so, what is the work involved in the switch? Does it cost money to move from one product to another? Does it take a long time?

And if not, is there a learning curve to using a new product? Will that take a long time?

Can they picture it

Does your client know what life will look like on the other side of the decision? Do they understand the change this will make? 

And how does your client think about that change? Is it a positive change? Is it worth the investment of money and time? Or is their current situation actually “good enough”?

How do they choose

When it comes to actually buying: how do your customers buy?

Do they consider multiple options from multiple vendors? How many other options are out there? Does your client understand the difference between those options and your product?

Who makes the decision? How many people have a say? Do you know each of those people’s priorities and preferences? 

And what are you thinking about

You could also look at all of the above considerations from your point of view:

  • How much pain will you feel if you don’t close this sale?
  • How much pressure is there to close this sale, and why?
  • Will working with this client require a lot of your time? Your effort? Your resources?
  • Do you understand this client well enough to serve them well?
  • Do you know you will deliver exactly what your customer wants?
  • Is it worth your time? Your work? 
  • Will working with this client take time away from a more important project? 

All of the above make up the bargaining power of each party in the conversation. The more you know, the better the experience will be. 


The buyer journey is a key part of understanding your client. Want a quick look at yours? Contact me for an assessment and plan on how you sell