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No Buyer’s Journey, No Sales: Why You Need a Clear Sales Path

The key to bringing new clients to your coaching business is understanding your ideal customer’s buyer’s journey. You must ensure that you are present at each step of the buyer’s journey to provide value to your ideal customer so that you build trust and authority in your ideal customer’s mind and when the time comes to decide to buy you are positioned as the top choice in your ideal customer’s mind.

I have been helping coaches, consultants, and experts scale their businesses online for some time now. And over the years, I have learnt that most often, coaches, consultants or experts think that it’s their funnel, their website or their marketing that’s failing to get them new clients.

However, I have observed that the real reason for the lack of new clients in their coaching business is the lack of understanding about their ideal customer’s buyer’s journey. So let’s take a deep dive into the buyer’s journey and I hope that by the end of this article, you are able to map out your coaching or consulting businesses buyer’s journey.

5 key drawbacks of not having a buyers journey

Not having a buyer’s journey can severely affect your coaching business’s growth. Here are a few key ones:

Inefficient Marketing

Without understanding your customer’s decision-making journey, you will waste resources on mismatched marketing. This will lead to poor results and wasted time, money and energy. By knowing the stages potential customers go through to make a purchase, you can tailor marketing to resonate with your target audience. This avoids squandering time and money on efforts that do not connect with customers or meet their needs.

Missed Opportunities

Without clearly defining your potential customer’s buyer journey, you risk missing chances to engage potential clients at key points, like when they first recognise a need or problem or when evaluating options

Poor Customer Experience

Without a buyer’s journey, you will struggle to provide the right information and support to your potential customers at each stage of their buying process. This can lead to a poor customer experience and reduce the likelihood of converting your potential customers into actual customers.

Poor return on investment for your marketing efforts if any!

Without a clear understanding of the buyer’s journey, businesses may struggle to measure the effectiveness of their marketing efforts and make data-driven decisions to improve their strategies. For marketing efforts to be effective and provide a good return on investment, you must thoughtfully evaluate different strategies and tactics based on your ideal customer’s buyer journey. Otherwise, the investment into marketing will be largely wasted.

You will lose customers to competitors

if you have not mapped out your ideal customers’ buyers’ journey. In contrast, your competitor has, then they will provide an exceptional experience to your ideal customer at every touchpoint, causing you to lose many customers. Your competitor’s brand will seem more relevant to your ideal customers. The only solution is mapping your ideal customers’ buyer journey and ensuring you have a strategy to meet them at every touchpoint.

Now you must be wondering that if mapping out a buyer’s journey is so damn important then why are many business owners not mapping it out? Well, this question leads us to our next title ↓

4 Key reasons why many coaches and consultants do not map their ideal customers’ buyer journeys?

Coaches, experts, and consultants may not create a buyer’s journey for several reasons. Here are the four key reasons I have found to be true:

Lack of Understanding

Many coaches, experts and consultants may not be aware of the concept of a buyer’s journey and the benefits it can provide.

Resource constraints

Developing a buyer’s journey requires time, resources, and expertise, which coaches, consultants and experts may lack, especially those focused solely on 1:1 consulting.

Focus on Short-Term Goals

Many coaches, consultants and experts may prioritise short-term revenue goals over long-term customer acquisition and retention strategies.

Uncertainty about their process

Some coaches or consultants may feel unsure about their process’s specific steps or framework. A buyer’s journey must be based on a proven, structured methodology. Without a clear process, it is difficult to map out the journey.

Okay so now you might be wondering how can you map a buyer’s journey for your business. Don’t worry I got you

How to map your ideal customer’s buyers’ journey?

You can use this table as a guide to quickly map out your customer’s buyer journey and then decide on the marketing strategies based on your resources and budget.

In this table, each stage of the buyer’s journey is defined, along with the corresponding customer goals, questions, and recommended marketing strategies. By using this framework, you can effectively tailor your marketing efforts to engage potential customers at each stage and influence their decision-making process in favour of your brand.

StageCustomer GoalsCustomer QuestionsMarketing Strategies
AwarenessIdentify a problem or need– What is the problem or need?
– What are the consequences of not addressing it?
Educational blog posts, social media content, search engine ads
ConsiderationExplore possible solutions– What are the possible solutions?
– What are the pros and cons of each?
– Can I trust this brand?
– What is their promise?
– Have they solved the same problem for others just like me?
Product demos, case studies, comparison guides
DecisionChoose the best solution– Why is this solution the best fit?
– What do I need to do to make the purchase?
– Is there a trial or an entry product (low-cost product) that gives the taste of the value this brand delivers?
Testimonials, free trials, product demonstrations, pricing information, entry products(low-cost but high-value products)
RetentionWants to keep growing– How can I keep growing with this brand as a trusted partner?
– Upsells
Advocacyloves your product and wants to share your offers with others– How can I share my magical journey with this brand with others?
– Is it simple to share the offers and educational articles on Online Coaching OS?
– Will I get recognised or rewarded by the brand in some way for the new introduction?
– Partnership Programs
– Affiliate Systems

Here is a practical example of an ideal customer user journey.

First, let’s define our ideal customer

first step in mapping out your buyers journey is to define your ideal customer

John is a coach in his 40s who has been doing 1:1 coaching and consulting for quite a few years and is now considering launching an online coaching program. 

He is a great coach with many people vouching for his expertise but he lacks the marketing experience to launch his online coaching business. 

He decides to start looking online for brands or people that can help him launch his online coaching program quickly and with as less pain as possible. 

He is a busy coach with a family, so he keeps his online engagements to a minimum. His social platform of choice is LinkedIn, and he prefers to search on Google for information. He likes to read blogs that are not salesy and spammy and occasionally watches videos that educate him about marketing his coaching business.

Awareness stage

First stage in a buyers journey is the awareness stage

Not prioritising the awareness stage in the buyer’s journey can lead to significant drawbacks for businesses. These include limited reach, difficulty in attracting new potential customers and missed opportunities for expanding the customer base. Neglecting the awareness stage results in low brand awareness and limited recognition, making it harder for potential customers to consider the business as a solution. Competitors who effectively target the awareness stage gain a competitive advantage by capturing customers’ attention early on. Neglecting awareness efforts can lead to a longer conversion cycle, as potential customers are not aware of the business’s offerings. It also means missed opportunities to educate customers and establish trust. Additionally, without focusing on the awareness stage, marketing efforts may yield less effective returns on investment. By recognising the importance of the awareness stage and implementing effective strategies, businesses can increase their reach, build brand recognition, and set the stage for successful customer acquisition and conversion.

Let’s take a closer look at what’s happening at this stage for an ideal customer of OnlineCoachingOS.com.

  • John is a busy coach delivering 1:1 coaching and consulting. He is so busy with his 1:1 clients that he does not have time for his family
  • He comes across an Online Coaching OS social post on his LinkedIn feed or finds an article on Google published by Online Coaching OS about adding a hybrid online coaching model that can help him serve more than 50-60 clients at the same time he serves 4-5 1:1 clients right now!
  • He appreciates quick straight-to-point free educational value add without any fluff on Online Coaching OS
  • John ends up subscribing to the newsletter to learn more about online coaching
  • John also checks out offers on onlinecoachingos.com
  • John is impressed by all the succes stories on onlinecoachingos.com
  • Now John is aware of the problem and a possible way to solve it by working with onlinecoachingos.com

Based on the above user journey it is paramount that Online Coaching OS as a brand does the following things consistently:

  • Post relevant content on social every day that talks about the symptoms that various coaches and experts might be going through with their 1:1 coaching and consulting practice.
  • Write in-depth articles that answer common questions for coaches, consultants and experts stuck with 1:1 coaching and can benefit from various online coaching models to scale their impact and income.
  • Create long-form YouTube videos for all the published articles to accommodate different learning styles. A video is the best way for someone to truly experience your coaching style without booking a call with you. Videos also give a chance for people to connect with you.

Consideration Stage

Not mapping out the consideration stage in a buyer’s journey can have significant drawbacks for businesses. It can lead to missed opportunities for engagement with potential customers actively evaluating options, ineffective content and messaging that fails to address their specific needs, a lost competitive advantage to competitors who provide personalised experiences, increased decision-making time and potential abandonment, reduced conversion rates due to uncertainty, and inefficient allocation of resources. By mapping out the consideration stage, businesses can better understand customer needs, provide relevant information, and improve engagement, conversion rates, and differentiation from competitors in this crucial phase.

Let’s take a closer look at what’s happening at this stage for an ideal customer of OnlineCoachingOS.com.

  • By now John is aware of the problem and has started to check out various providers that are offering to help him launch and scale his online coaching business
  • John starts searching online for multiple providers, and he notices a pattern that articles from Online Coaching OS keeps turning up in search results. This develops more trust for the Online Coaching OS brand in John’s mind
  • John is collating a list of providers that can help him launch and scale his online coaching business → John goes through the pricing and the testimonials from all the providers and is blown away with the rest testimonials and the transparent pricing on Online Coaching OS website
  • At this stage john is considering a few options, and Online Coaching OS is right there on top of the list, but he still has not made the final decision!

Based on the above user journey it is paramount that Online Coaching OS as a brand does the following things consistently:

  • Consistently post relevant content on social media discussing the challenges and symptoms experienced by coaches and experts transitioning their coaching and consulting practice online
  • Produce in-depth articles that address common questions and provide solutions for coaches, consultants, and experts who are stuck with one-on-one coaching and can benefit from various online coaching models to expand their impact and income
  • Create comprehensive YouTube videos corresponding to the published articles, catering to different learning styles and allowing viewers to experience your coaching style without needing to schedule a call
  • Offer a newsletter that guarantees valuable content for individuals interested in launching or scaling their online coaching programs

Decision Stage

The decision to buy from your business in this stage hinges on your ability to effectively communicate with your ideal customer during the awareness and consideration stages. If you’ve done a great job at those two stages, your potential customers already like and trust your business. Now, the key is to clearly convey the value your solution offers and how it can efficiently solve their problems. By highlighting the benefits and demonstrating how your product or service can provide a speedy and effective solution, you can further persuade potential customers to choose your business.

Let’s take a closer look at what’s happening at this stage for an ideal customer of OnlineCoachingOS.com.

  • John already trusts onlinecoachingos.com and holds a positive opinion of the brand
  • John is about to decide, but he wants to see if there is a trial or a small product that he can purchase from both providers to see the value they offer once someone becomes their customer.
  • Specifically, he is looking for trial or small product options from each provider to experience the benefits firsthand
  • Upon comparison, John discovers that only Online Coaching OS offers short tactical courses
  • This feature allows John to evaluate the value offered by onlinecoachingos.com while minimizing risk through a low-cost course
  • John decides to purchase the short course from onlinecoachingos.com, becoming a customer of the brand

Based on the above user journey it is paramount that Online Coaching OS as a brand does the following things consistently:

  • Launch small low-cost but very high-value online courses so that people on the fence can genuinely experience the value that Online Coaching OS will bring to them in its high-end offers.
  • Ensure that the short, tactical course delivers at least 10 times more value than the price charged so that anybody who goes through the course can continue talking about the benefits they gained from such a small investment.


The retention stage is vital for businesses. It focuses on keeping existing customers happy and loyal, which leads to repeat purchases and sustained growth. By providing exceptional experiences and support, businesses can build strong relationships with customers and increase the chances of them coming back.

Retaining existing customers is cost-effective compared to acquiring new ones. By investing in activities that strengthen customer relationships, businesses can optimise their resources and maximize revenue. Happy customers become advocates for the brand, referring others and driving new customers without additional marketing efforts.

Let’s take a closer look at what’s happening at this stage for an ideal customer of OnlineCoachingOS.com.

  • Now that Online Coaching OS has exceeded its promise and given John an exceptional experience, they have a new loyal customer. John has great experience working with Online Coaching OS
  • Since John received so much value from your Online Coaching OS, he wants to keep working with Online Coaching OS as a trusted growth partner

Based on the above user journey it is paramount that Online Coaching OS as a brand does the following things consistently:

  • Online Coaching OS needs systems to ensure the smooth closing of projects, including upselling opportunities.
  • For Online Coaching OS to continuously improve its service and offerings, it is crucial to have effective systems and tools in place to measure key metrics and receive feedback from existing customers.
  • Inform John about additional offers available to help him continue growing his business, impact, and income with Online Coaching OS as a trusted partner.
  • Encourage John to provide a glowing testimonial and share his success story with his network due to the outstanding service he received from onlinecoachingos.com.
  • Utilize word-of-mouth marketing, as it is a highly effective tool that attracts more ideal customers like John.


Having an advocacy stage in the buyer’s journey is essential for businesses. It enables satisfied customers to become brand ambassadors and share positive experiences, leading to word-of-mouth marketing and increased brand awareness. Advocacy builds trust, and credibility, and attracts new customers through referrals. Positive online reviews and ratings further enhance the reputation of the business. Advocacy strengthens customer relationships, fosters loyalty, and provides valuable feedback for improvement. It gives businesses a competitive advantage and contributes to long-term success by leveraging the power of customer advocacy.

Let’s take a closer look at what’s happening at this stage for an ideal customer of OnlineCoachingOS.com.

  • John is eexcited about his growth with Online Coaching OS as a trusted partner. He has taken up more offers from Online Coaching OS, and he is keen to know if there is a simple way for him to share Online Coaching OS offers with his network and probably get some recognition for spreading the love

Based on the above user journey it is paramount that Online Coaching OS as a brand does the following things consistently:

  • Online Coaching OS needs to have a partner program in place so that customers can easily promote Online Coaching OS products to their network and get rewarded in return


I hope this article has provided you with a clear understanding of the buyer’s journey and its benefits, as well as guidance on how to map out your ideal customer’s journey. Remember, if you effectively address the awareness and consideration stages, you are more likely to succeed in winning a new client at the decision stage. It’s important not to solely focus on the decision stage and instead prioritise creating a strong foundation in the earlier stages.

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What is a customer user journey?

Customer journey mapping is a visual representation of the various stages and touchpoints a customer goes through while interacting with a business. It is a tool used by businesses better to understand their customers’ experiences, pain points, and needs and to identify opportunities for improvement.

The process of creating a customer journey map involves gathering data on customer behaviour, preferences, and feedback and using this information to create a visual representation of the customer’s journey. This map typically includes several stages, such as awareness, consideration, purchase, and post-purchase support, as well as the different touchpoints where customers interact with the business, such as websites, social media, email, and in-person interactions.

The map may also include the customer’s emotions and expectations at each touchpoint, as well as any pain points or areas where the customer may be dissatisfied. The purpose of the customer journey map is to identify areas where the business can improve its customer experience, optimize its processes, and ultimately increase customer satisfaction and loyalty.

By creating a customer journey map, businesses can gain a deeper understanding of their customer’s needs and preferences. They can tailor their products, services, and marketing efforts to better meet those needs. It is an effective tool for businesses of all sizes to better understand and engage with customers.

What are the benefits of customer user journey mapping?

Customer journey mapping is essential for businesses looking to improve their customer’s pre-purchase, purchase and post-purchase experience. Here are some benefits of using customer journey maps:
– Identifying gaps in the customer experience that need improvement
– Understanding the customer’s point of view and pain points
– Creating a customer-centric culture within the business
– Building empathy for the customer
– Finding opportunities to surprise and delight customers
– Uncovering ways to improve customer retention and loyalty
– Aligning the different departments within the business to work towards a common goal
– Developing new products and services that meet the customer’s needs and preferences

Using customer journey maps, businesses can gain a better understanding of their customers and their needs. This understanding can increase customer satisfaction, loyalty, and ultimately, business success.

Customer journey mapping involves creating a visual representation of the customer journey. This process helps businesses gain a deeper understanding of their customer’s needs and pain points. By mapping out the customer journey, companies can identify areas to improve the customer experience, such as reducing wait times or simplifying the checkout process. These improvements can lead to increased customer satisfaction, loyalty, and revenue.

How to map out a customer’s journey map?

Defining your customers’ journey involves mapping out the different touchpoints and interactions that they have with your business, from the initial point of awareness through to post-purchase support. Here are some steps to help you define your customers’ journey:
1. Identify your customer personas: Start by defining your ideal customer personas, including their demographics, preferences, pain points, and motivations. This will help you better understand your target audience and their needs.
2. Map out the touchpoints: Identify all the touchpoints where customers interact with your business, such as social media, website, email, phone, and in-person interactions. Consider the different stages of the customer journey, including awareness, consideration, purchase, and post-purchase.
3. Gather customer feedback: Use surveys, focus groups, or customer feedback tools to gather feedback from your customers about their experiences with your business. This will help you identify pain points and areas for improvement.
4. Analyze data: Use data analytics tools to track customer behaviour, such as website traffic, engagement rates, and conversion rates. This will help you identify trends and patterns in customer behaviour and preferences.
5. Create a customer journey map: Based on the information gathered, create a customer journey map that visualizes the different touchpoints and interactions that customers have with your business. This map should include the various stages of the customer journey, the touchpoints at each stage, and the customer’s emotions and expectations.
6. Refine and optimize: Once you have a clear understanding of your customer’s journey, use the insights gained to refine and optimize your processes, products, and services. This will help you provide a better customer experience and improve customer loyalty and retention