Craft a Winning Client Journey

Jun 01, 2021

To attract your dream clients, you need to begin at the end.

Some people call it reverse engineering, but whatever name you give it, creating a simple and logical customer journey for your future clients begins with the sale and ends with the first point of contact. This may sound backwards, but it’s the best way to create a positive experience for your dream clients and build the know, like trust factor with them along the way.

Here's the thing. One of the most frequent questions I get asked is where to find clients. “Oh my God, I don’t know where to find my customers. Where are they hiding?” Once you put in the effort to discover your ICA (Ideal Client Avatar – click here to find out how) you will know how to create your messaging, get your copy right and speak to your customers where they are.  But after doing all these things to attract the right people into your world, the people that you connect with, the people that you can really help and serve, then how are you going to move them from hello to a sale? That is what the client journey is all about and I am here to help you do that in an authentic and logical way.

Once you find your prospective leads and attract them into your world, what is the journey that they're going to take to get them to the end point that you want? To understand that you have to begin with your end offer and re-engineer it backwards to your initial conversation to make sure that your messaging and their journey both flow smoothly.

To start, you need to establish a relationship with your perspective clients. Sadly, the truth is that someone isn't going to see your live on Facebook, or your story on Insta and decide to buy from you right away. It just doesn't work that way. Usually, before making a sale, you need to nurture the know, like and trust factor. Let me clarify. Before someone buys from you, they need to know who you are which happens when you build awareness. They then need to learn to like you and be interested in what you're saying through the consistent content you deliver. Finally, they will grow to trust the value you deliver and will want to buy from you. Make sense?

In order to do that, you have to build a relationship with them. The client journey is about how you build that relationship with them from the point that they come into your world, to the point that they buy from you.

The best way to map out this journey is to start with what they buy from you. Let's begin at the end. What are you selling? What is it that you are offering them? Are you selling a course? Are you selling a membership? Are you selling a service? Are you selling coaching? Are you selling consulting? Is it a group program? Is it one-to-one coaching? Is it a suite of digital courses? Is it a video series? Whatever it is, that’s where you begin.

Next, you need to consider where your customer is in terms of their awareness of their problem. What new entrepreneurs tend to do is try to give their customers what they need rather than what they want. Do you know what I'm talking about? On the customer journey, what you're selling them, at the end, is what they need, but at the point where they come in at the beginning, you need to focus on what they want.

For example, if you’re selling website design, and you know that your clients need a package with lots of tech, coding and customisation, speaking about all the back-end things you’ll deliver will sound complicated and overwhelming. They're not going to be interested because they'll think, "Oh my God, I don't know what she’s talking about and it sounds confusing." What they want is a beautiful website that converts, a website that attracts clients, captures their information, and gets them to buy. You need to talk to them about the benefits that deliver what they want as opposed to the features that will give them what they need. That is how your client journey begins, with messaging that talks to benefits received.

So where is the beginning of the journey? Normally, they’ll come into your world through your weekly content like a podcast, a blog, a video show or a Facebook live. Think about what they want. What is it they're after? What are they looking for? How are you going to help them? Your offer should provide the answer to this for them.

With  your end offer in mind, what could be a quick win now that you can give them that leads logically back into that offer. The quick win should be something you give them for free in exchange for their email. In the website design example, it could be a template for the ultimate converting homepage or the top 10 page designs used by effective websites. Something that will start them on the journey that leads to your offer, the sale. That email address is gold. It will enable you to communicate with them on a weekly basis, to provide them with value and content so they can get to know, like and trust you. You then continue building on what they want with content that nurtures your relationship leading step by step to your offer.

I know that this process takes a lot of thought and time investment up front. But by taking the time to plan it out and deliver a great experience to your clients, you will not only save hours of work down the line, but you will also nurture customers that buy! I would love to hear where you are on crafting your client journey, let me know in the comments below. Please remember that I am here to help you, so if you’re stuck on creating your client journey then let me know in the comments or by email ([email protected]) and I will try to get you unstuck!


Committed to your success,


Marina x


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