buyer’s journey

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The buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service. The journey is a three-step process:

1) Awareness Stage
2) Consideration Stage.
3) Decision Stage

During the Awareness stage, buyers identify their challenge or an opportunity they want to pursue. They also decide whether or not the goal or challenge should be a priority.

During the Consideration stage, buyers have clearly defined the goal or challenge and have committed to addressing it. They evaluate the different approaches or methods available to pursue the goal or solve their challenge.

In the Decision stage, buyers have already decided on a solution category. For example, they could write a pro/con list of specific offerings and then decide on the one that best meets their needs.

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