Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about the customer buying journey and how understanding considered purchases transforms sales success.
The Customer Buying Journey: From Zero to Ten
Every major purchase follows a psychological process. Customers start at zero—not even considering a purchase. Then, something changes. A new need arises, a desire develops, or an external factor (like a house move) shifts priorities. Suddenly, they enter the market.
1. Zero – Not in the market (e.g., during lockdown, no one was considering booking a holiday).
2. One – They start researching, maybe scrolling through inspiration.
3. Three to Five – They refine their preferences, compare options, and start visiting stores or websites.
4. Seven to Nine – They’ve made key decisions—destination, duration, budget, style, or brand—but might need final reassurance.
5. Ten – When a customer gets to a 10 they buy!
A customer may take weeks or even months moving from one stage to the next, but the key takeaway is this: every customer in a furniture store is somewhere on this scale. If they weren’t at least a 1, they wouldn’t have walked in.
Why This Mindset Matters for Salespeople
A common mistake salespeople make is prejudging customers based on assumptions. They might think: “That person’s just browsing, they’re not serious.” Or: “They won’t buy today, so it’s not worth engaging with them.” Or even: “They’re a time-waster, no point wasting my time.” This mindset is not only negative—it’s costing sales.
Take the example of a single woman browsing a furniture store. She’s not buying today, but she’s just purchased an apartment. She knows her room dimensions because she has the floor plans on her phone. She’s never bought a sofa before and doesn’t realise that the one she likes comes in multiple configurations, colours, and fabrics—and that delivery takes 12 weeks, which aligns perfectly with her move-in date. But because the salesperson assumes she’s “just looking,” they never engage with her. She leaves without the information she needs, and the store loses a future sale.
How to Sell to Every Customer (Even If They’re Not Buying Today)
Adopting a new approach—one that recognises that every visitor is somewhere on their buying journey—transforms sales success. The goal isn’t to close every customer on the spot but to move them up the scale so when they’re ready, they buy from you.
Ask the Right Questions
Instead of guessing where a customer is, simply ask: “On a scale from 1 to 9, where are you on your sofa-buying journey?” Most customers will give you an honest answer. “I’m a 3.” – “Okay, what makes you a 3?” – “I know I need a sofa, but I want to see my new flooring installed first to decide on a colour.”
Now, instead of letting them walk out without engagement, the conversation opens up: What type of flooring are they getting? Would they like fabric or leather samples to compare at home? Have they considered different configurations for their space? Would finance options help if budget is a concern? This approach doesn’t pressure the customer—it helps them. Even if they don’t buy today, they’ll remember the salesperson who took the time to understand their needs.
From Hunter to Farmer: A Long-Term Sales Strategy
Salespeople often focus on immediate results, chasing the quick win. But in industries with considered purchases, success comes from farming, not just hunting.
• Hunters aim for instant sales, dismissing customers who aren’t ready.
• Farmers cultivate relationships, moving customers along their journey so when they’re ready, they return.
By shifting to a farming mindset, even days without immediate sales become valuable. If you’ve had three quality conversations that move customers closer to buying, it’s a win.
Proof That This Works: A £200K Sales Success
One salesperson we trained to apply this method transformed their results. Instead of fixating on closing every customer on the day, they focused on guiding each visitor through their journey. The result? They sold £200,000 in one month, working just four days a week.
Final Thought: Engage Every Customer, Win More Sales
The key takeaway for furniture sales professionals is simple: every customer in your store is in the market—just at different stages. By shifting your mindset, asking the right questions, and nurturing the relationship, you increase the chances of closing a sale, whether it’s today, next month, or later in the year. Sales isn’t just about transactions; it’s about understanding how people buy and positioning yourself as the trusted expert they’ll return to when they’re ready. Start farming, and the sales will follow.
