I really enjoyed my podcast conversation with Janet Falk. She discussed her innovative approach to understanding the buyer’s journey, diverging from the traditional perspectives. Janet challenges the common belief that the buyer’s journey is a passive process. She proposes an alternative idea she dubs “the confirmation process”. Through this lens, the buyer undertakes a more active role, seeking to validate the identity, skills, and credibility of the professional or vendor they consider: confirming the identity of the vendor, the adequacy of their skills and experience, and social proof from others.

Janet further explores how professionals can facilitate these steps, increasing their chances of positively influencing the buyer’s journey. Moreover, this approach emphasizes the crucial role of client-focused content and the science of online presence in creating an effective buyer’s journey. Janet neatly ties these concepts together, outlining a roadmap that optimizes both the vendor’s showcase of expertise and the buyer’s needs.