The modern-day buyer's journey

The Modern Buyer's Journey: Why 70% Happens Before a Sales Conversation Begins

The buyer's journey has transformed dramatically over the past decade. Today, buyers are empowered with more information, tools, and resources than ever before - shifting the dynamics of how they discover, research, and ultimately decide to make a purchase. One of the most striking changes is how much of this journey takes place independently, without any interaction with a sales representative. In fact, estimates suggest that 60% to 80% of the buyer journey occurs before a potential buyer is ready to speak to a salesperson.

But what does this mean for companies trying to reach, influence, and support potential buyers in this largely invisible phase of their journey? Let’s explore the factors that have led to this shift, the implications for businesses, and how companies can adapt.

Buyers Are in Control: The Shift to Self-Guided Journeys

The proliferation of information online has fundamentally changed the way buyers approach the purchase process. Gone are the days when prospective customers relied solely on salespeople for education. Today, buyers prefer to research on their own, which gives them a greater sense of control over the decision-making process.

This self-guided approach includes:

• Online Research: Buyers start by searching for answers online, reading articles, watching videos, and consuming content that provides insights into potential solutions.
• Reviews and Social Proof: Before ever speaking to a sales representative, buyers are reading reviews, checking ratings, and seeking social proof through testimonials and peer recommendations.
• Social Media and Communities: Buyers are leveraging professional networks like LinkedIn, industry forums, and niche communities to hear from peers about their experiences, pain points, and potential vendors.
• Educational Content: Companies that provide value-driven content - through blogs, podcasts, webinars, and ungated resources - are positioning themselves as trusted sources of information, further guiding buyers without any direct sales interaction.

These independent activities help buyers understand the market landscape, determine their own needs, and even shortlist vendors before they’re ready to talk to sales.

The Buyer Journey Is Largely Invisible - But It’s Happening

For many companies, this independent phase of the buyer journey is a challenge because much of it is invisible. Unlike traditional lead generation, where a prospect's interest is signaled by a form submission or a demo request, today’s buyers often stay anonymous until they’re ready to engage more directly. This means companies may not know when a prospect is researching their brand, reading their articles, or watching a product video until that prospect finally signals their interest by reaching out.

Understanding the Buyer’s Needs - Before They Reach Out

To be effective in this new landscape, companies need to rethink how they support and engage potential buyers during this independent journey. Here’s how to adapt:

1. Focus on Demand Generation Over Lead Generation: Traditional lead generation often relies on gated content, where prospects need to share their contact information before accessing valuable resources. This creates a barrier and, often, dissuades buyers from engaging early on. Instead, companies should focus on creating demand through value-driven, easily accessible content that educates and builds trust with buyers. By creating relevant content and making it freely available, businesses can influence buyers even before they decide to connect directly.
2. Content Is Key: The buyer journey is fueled by content. Companies need to provide content that answers questions, solves problems, and educates buyers in an engaging way. This includes blog posts, whitepapers, case studies, podcasts, and videos - all designed to meet the buyer where they are in their journey.
3. Be Present Where Buyers Are Researching: Whether it’s LinkedIn, Reddit, or specialized forums, companies need to be active where their potential buyers are seeking information. Establishing a presence and building thought leadership on these platforms can help guide the conversation and influence decision-making.

Sales’ Role Has Evolved

Since the buyer journey is now largely self-directed, the role of sales has also evolved. Instead of acting as gatekeepers of information, sales representatives must now serve as advisors, ready to add value beyond what the buyer has already researched independently.

When a buyer finally reaches out, they’re often well-informed and close to a decision. They’re not looking for a broad overview - they’re looking for specifics, such as:

• How well does the product fit their unique needs?
• What value can it provide beyond the general information they’ve already gathered?
• How can it integrate with their existing systems or processes?

Sales reps need to be prepared for a conversation that is more focused, technical, and tailored to the buyer’s specific context - meeting them at the point where they’re ready to assess fit and finalize their decision.

Implications for Companies: Building Trust and Adding Value

The significant portion of the buyer journey happening independently means that companies must be proactive about how they show up during these early phases. It’s not enough to wait for buyers to reach out; instead, brands must build awareness, trust, and credibility long before a sales conversation happens.

This includes:

• Creating consistent, high-quality content that helps educate buyers.
• Leveraging social proof to validate their offerings.
• Building thought leadership through involvement in industry communities.

When done well, these efforts ensure that when a potential buyer is ready to talk, they already know and trust your brand—creating a far more productive and meaningful sales conversation.

Conclusion: Empowering the Modern Buyer

The modern buyer journey reflects a power shift - buyers now control how they gather information, research solutions, and engage with potential vendors. With up to 80% of the journey happening independently, companies that focus on creating demand and building trust, rather than just generating leads, are the ones that succeed.

By meeting buyers where they are, providing genuine value, and positioning themselves as trusted advisors, brands can guide buyers through their independent research phase and be ready to assist when the time for a direct conversation finally arrives.