1. Discovery

 Discovery is the first phase—when customers are unaware they have a problem to solve or an opportunity to improve. At this point, they also don’t know your organisation exists or how you could help. The focus here is on building awareness and trust before a need is even recognised.

We help you define your ideal customer cohort, build visibility through purpose-led messaging, & create meaningful, abundant connections. Being present and valuable early, opens the door to future engagement with authenticity & clarity.

2. Research

In the Research phase, customers are actively seeking answers and emotional reassurance. They’re trying to understand their options, solve problems, and feel confident in their next step. If questions go unanswered or motivation fades, the purchase often loses priority.

Here, we focus on asking the right questions, elevating conversations, and listening with empathy. Our goal is to uncover the customer’s true needs and help them gain the clarity and confidence to move forward.

Salespeople act as consultants—guiding, not pushing.

3. Purchase

The Purchase phase is where the customer commits to change. There’s a saying in sales: “The pain of change must be less than the pain of staying the same.” This moment requires confidence, motivation, and support.

We help simplify the purchase process, reinforce value, and lead the customer clearly toward action.

Salespeople close with abundance—ensuring the customer feels cared for, not pressured. When done well, this phase builds excitement and lays the groundwork for a lasting relationship.

4. Delivery

Delivery is where promises become reality—& operational excellence is key. It requires coordination across teams like sales, finance, operations, & supply chain to create a seamless customer experience.

We focus on building strong internal collaboration & proactive customer communication. Great delivery doesn’t just meet expectations—it surprises & delights.

By ensuring smooth handovers and finding small moments to personalise or go above & beyond, we reinforce trust and loyalty.

5. Devotion

Devotion is the ultimate goal—where customers become loyal advocates. They trust your brand, feel connected to your purpose, and return again and again because of the value and care they receive.

We help create this devotion through a continuous, value-adding engagement model. This includes tailored, proactive experiences that evolve with customer needs, and a system of ongoing surprise and delight.

Devotion isn’t a finish line—it’s a relationship nurtured over time.

Typical Agenda

Customer Journey Mapping done in a collaborative way that builds the capability of the Sales Team is an amazing approach. We recommend it as step one in any Sales Excellence Journey.

A tailored CJM event can be created for your organisation. Here's one that we created for Metagenics.