Growing your business requires selling your products and services. The sale starts long before you talk to any customer though. The buyer's journey, also called the customer lifecycle, describes a buyer's path to purchase. While there are a few exceptions to this journey (like impulse buying at the grocery store), almost all buyers go through this journey.
By understanding your target audience, businesses can influence the experience their customers take along that buyer journey. Understanding pain points, problems, and influencing the buyer experience can position your business for success.