The Role of Buyers + Sellers: What It Takes to Close Every Sale
Justine Beauregard
I Help Experts + Entrepreneurs Close Every Sale | Award-Winning Sales Strategist | 17-Year Sales Expert | $10MM+ in Sales Generated | Podcast Host of People Over Profit | Writer for Entrepreneur.com
Knowing your role in the buyer’s journey is a sales skill—it's a dance. If you have two strong leads, it’ll feel clunky. There’s no flow.
Understanding the roles of buyers and sellers makes selling easier. It becomes a much smoother, more enjoyable experience for everyone.
Buyers decide, sellers guide.
In a nutshell, this looks like:
Aligning your actions with their mindset leads to stronger relationships and more sales.
Let’s take a look at this by stage.
It all begins with awareness.
→ Your buyers are having thoughts like:
“I feel like I’m missing something.” “What I’m doing isn’t working.” “All I know is, I need help.”
They’re just starting to recognize they have a problem or opportunity. They don’t yet know what they need.
They’re also not 100% clear on what the impact of being stuck is. This means the value of solving it now is pretty low for them.
They’re feeling some dissatisfaction or desire for improvement, not urgency.
Their goal is to find clarity, not solutions—yet.
→ As a seller, you’re thinking, “I need to help them solve this ASAP!”
It’s very important at this stage to meet them where they’re at.
Yes, your offer can help them, but it’s often more of a leap at this stage, not a step.
Find their best next step first.
This is what will keep them engaged and choosing you over other alternatives.
The next stage is consideration.
→ Your buyers are starting to feel clear—good news!
They’re now wondering, “what are my options?”
So, they start comparing solutions. They explore different ways to solve their problem or achieve their goal.
This is also where they become aware of what they like and want from a solution.
This is a time of very logical thinking for them.
→ As a seller, this is where you have the most influence.
They need to know you understand what feels like a very unique problem.
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Don’t overwhelm them with options. Instead, present a single solution.
Show them why it’s the perfect fit for them.
Then, they’ll make a decision.
→ Your buyers have all the information they need to buy.
They’re now thinking with more emotion.
They’ve likely zeroed in on a few options (including yours!).
What they need now is the confidence to say no to all but one.
→ As the seller, this is a time to be proactive.
Address any doubts they may have head-on. Advocate for what you believe is best for them.
Be as attentive, honest, and reassuring as possible.
This is not a time to bash them over the head with features. Features play on logic.
You want to tell stories now—ones they can see themselves in as the hero.
Tap into desire, dream big(ger), play, and have fun!
Finally, you nurture.
This is a critical step in the buying process.
→ The buyer is wondering, “did I make the right decision?”
Second guessing ourselves is natural!
Don’t make this about you. Focus on the good and stay strong in your belief for both of you. The minute you feel unsure, they feel it 10x more.
→ As the seller, you need to enhance their excitement as soon as they click “purchase.”
This stage is all about honoring your promises.
Ask yourself, “what’s one thing I can do within 24 hours to turn this buyer into a raving fan?”
This is my favorite part of the process—the surprise and delight—and you can do it as often as you like!
Whatever it is, it’s only the beginning.
From here on out, your role is to continue to deliver great results.
Check in, nurture your relationship, and ask for their feedback so you can improve.
P.S. Do you sell something for over $1,000 and meet at least 1 new lead per week that you aren't closing ASAP? We should chat.
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1moJustine Beauregard Thank you for sharing such insightful content on the buyer's journey. Your breakdown of the different stages and the roles of buyers and sellers is spot on. In my experience, the key to a successful relationship often lies in the consideration stage, where understanding the buyer's unique problem truly shines. I appreciate your emphasis on clarity and the importance of nurturing relationships post-purchase. How do you see these principles evolving with the rise of AI in sales?
Targeted Marketing: connecting brands & consumers via channels that deliver impact and drive sales. Proven Strategies | AI Tools | Field Marketing | Live Experiences | Leadership | Communications.
1mogreat points Justine Beauregard... I cam imagine much of the same holds true getting those customers to return as buyers!
Such a great model for entrepreneurs to understand the buyer’s process! How do you foster confidence and trust with buyers when they’re evaluating their choices?
Leadership and Business Transformation I Holistic Facilitator of Personal & Professional Self-Discovery and Transformation I Change Strategy and Leadership
1moVery Valuable, beneficial review of the stages.
7-Figures Ain’t What It Used To Be| 40% of High Earners Face Low Profit and Fulfillment| We Breathe New Life into 7-Figure Businesses | Author of Profit Psychology| Burnout Recovery Expert| International Speaker| JW
1moFirst of all I LOVE "Sales School" I really appreciate this approach of aligning your sales approach with the buyer's mindset at each stage—from awareness to nurture it makes sense that we have a good understanding of where our people are right at the purchase point.