Let’s name the challenge head-on: you’re getting inquiries. Discovery calls. DM conversations. There’s interest, but something’s not clicking. People say they’re excited to work with you but then they disappear. They don’t book and they don’t follow through. You’re left wondering if you need to rewrite your sales page again, lower your pricing, or post more often. If that sounds familiar, you’re not alone. Most business owners assume the problem lies in how clearly they’re communicating their offer. But often, the issue isn’t clarity. It’s timing. You’re trying to move people toward action when they’re still emotionally stuck. You’re in your head trying to say the “right” thing. But what you really need is to build trust with potential customers. This means understanding what they’re ready for and matching their mindset.
In other words: you’re not bad at selling. But you are speaking too soon. And if that feels abstract, let’s make it real.
The Wellness Coach Who Had All the Right Answers (But Still Heard “Let Me Think About It…”)
A wellness coach came to us feeling stuck. She was doing everything “right. Offering free consultations and delivering a personalized roadmap to every prospect she met. Her prospects seemed like a perfect fit, and they often expressed interest during the call. But after the session, they’d go quiet. They didn’t say no, but they didn’t move forward either. And she couldn’t understand why.
This coach was a self-identified Action Taker. In each consultation, her had a goal to gather enough data to craft a tailored solution. She ran through a structured list of questions, taking notes and moving quickly from one response to the next. In her mind, this was efficient and generous. She was doing the work upfront so her prospect didn’t have to. By the end of the call, she’d deliver a complete gameplan. Exactly what they needed to move forward.
Unfortunately though, prospects weren’t Action Takers. They were Empathizers. People coming to her at a vulnerable moment and unsure of themselves. They were craving connection more than direction. They weren’t ready to hear a 10-point plan; they needed to feel seen. Her call structure may have been logical, but it wasn’t landing emotionally. And that gap made the solution feel overwhelming rather than empowering.
Once the coach realized this, she tried a new approach. In her next consultation, she ditched the script. She asked just one opening question: “What does success look like for you and how can I help you get there?” The conversation that followed was slower, more conversational, and far more connected. She still provided a personalized plan. But it unfolded through relationship, not rapid-fire delivery. That prospect became a client on the spot and referred two others by the end of the week.
You Can’t Solve an Emotional Problem with a Logical Answer
This coach needed a new approach rather than a new offer. The problem was the disconnect between her urgency and her prospect’s readiness. That’s the heart of this blog post.
If you want to build trust with potential customers, you have to understand where they are emotionally and earn their belief over time. That’s what mapping the customer journey allows you to do. It gives you a way to slow down, listen, and match your message to your audience’s mindset. You’re building emotional alignment.
Every time someone interacts with your brand, they’re asking, “Can I trust this person with something important to me?” These touchpoints are more common than you may realize. When they look at your website, read an email, or check out your social media they’re analyzing you. The answer depends less on how impressive your offer is and more on how well you meet them where they are.
The Four Stages of the Customer Journey (And What They’re Really Asking)
Understanding your audience’s mindset at each step allows you to shift your energy from persuasion to presence. Here’s a breakdown of the four key stages of the journey and what your audience is really looking for.
1. Awareness – “I’m overwhelmed and don’t know where to start.”
This is the point where someone is just beginning to name their problem. They don’t want a solution yet. They want permission to feel what they’re feeling. They need language, perspective, and a sense of belonging.
Touchpoints that help:
- blog posts
- quiet reflections on social media
- thought leadership that mirrors their experience.
2. Interest – “Okay, I want to fix this… but how?”
They’re cautiously exploring. They want to know who’s out there and what the options are, but they’re still holding back emotionally.
Touchpoints that help:
- transparent service pages
- case studies
- introductory offers
- Instagram story highlights that showcase your process.
3. Decision – “Can I trust you with this?”
This is where their inner critic kicks in. They’re on the verge of commitment, but need reassurance.
Touchpoints that help:
- low-pressure follow-ups
- relatable testimonials
- clarity on your boundaries and communication style.
4. Follow-Up – “Did I make the right choice?”
Regardless of whether they hired you, your follow-up shapes how they remember you. This is where most businesses drop the ball.
Touchpoints that help:
- thank-you notes
- kind rejections
- check-in emails
- or a surprise bonus after the engagement ends.
Make This Tangible: Map Out Your Customer Journey
If this all makes sense but still feels hard to apply, good. That means you’re taking it seriously. We built a simple worksheet to help you map out what your audience is thinking and feeling at each stage. It helps you see where you’re currently showing up well (or not at all).
You’ll find new ways to build trust with potential customers on their timeline, not yours.
Take 30 minutes. Walk through each touchpoint. What are they thinking? What are they feeling? Where might you be accidentally overwhelming, confusing, or ghosting them? You don’t need to overhaul your brand. You just need to get in sync with their experience.
Final Thought: Trust Is Built Through Timing, Not Tactics
When your sales process feels hard or inconsistent, it’s rarely because your offer is unclear. It’s because the emotional runway hasn’t been built. Your job is to accompany rather than convince. To listen. To match your clarity with their readiness.
Because the people who are coming to you aren’t just buying a service. They’re asking to be seen. And that starts long before the call is scheduled or the payment is made.
If you want your business to grow in a way that feels aligned and human, start here. Start with empathy. Start with the journey.