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“You never really know someone until you stand in their shoes and walk around in them.”

Atticus Finch (adapted)
To Kill a Mockingbird - Harper Lee

All companies need to grow their top line, but customers are becoming more demanding.....

Research with large organisations by McKinsey, LinkedIn and others suggests that more and more people are involved in the buying process and they are using ever increasing channels to access information about what they might want to buy.

Customers do not want face-to-face time until they are more certain about what it is they wish to purchase, and this is having a profound impact on traditional sales models and processes.

Marketing communications play an increasingly important role, not only in building awareness and generating leads, but also nurturing those leads through to the point at which customers are ready to engage with sales.

With many interactions taking place remotely using many different channels, how do companies organise themselves to meet customer expectations consistently?

To help we’ve developed a ground-breaking approach to help you really understand your customers so you can develop better business relationships.

We call it Walking in Your Customer's Shoes.

You can expect fresh thinking to help your company’s people, processes and systems deliver the experience your customers want.

Call 01737 642000

Email Chris or David

With Walking in Your Customer's Shoes you'll get to....

  • Identify all the people involved in making the purchasing decision and create a detailed pen portrait of each
  • Understand how the customer wants to manage their buying journey, what information they want and how they want to access it
  • Make sure your company’s people, processes and systems deliver the experience your customers want

After all, everyone who interacts with your customers should understand what really matters to those customers and how to work with them.

Key people from your organisation will participate in a highly engaging and interactive workshop to build a comprehensive pen portrait of key people within your customer. This is ideally augmented with interviews or surveys we have conducted with your customer.

We start with understanding the people involved in making the decision, using our decision-making model “SPACE”.

With your input, together we build a comprehensive picture of what your customer is doing at each stage of their decision-making process.

We’ll highlight where there are differences between what you do and how customers want to engage.


Everyone who interacts with your customers should understand what really matters to those customers and how to work with them, so you’ll receive a detailed report with recommendations for practical next steps.

12 People, 7 Stages: Navigating the Complex B2B Buyer Journey

Suppliers have been working on simplifying sales since the dawn of selling, but only a few have managed to convert leads successfully and consistently. The reason for this is two-fold. Firstly, suppliers are often focused on taking the customer’s lead and giving them more information and options, which causes overwhelm and decision paralysis, making the buying decision harder. And secondly, the B2B buying process has changed significantly over the last few years, which many may not be aware of or have adapted to.

If you can correct these mistakes and make the B2B buying process smoother and more efficient, making sales and maintaining long-term relationships will not just be doable, it will be the norm. This article explains how the buying process has changed and how understanding it can help you close the deal more often than not.

Learn more about navigating the complex B2B buyer journey 

Choose to work with a team that understands how customers buy

We are a team of highly experienced leaders who have worked in customer-facing organisations across professional services, industry, defence. We understand the challenges of working in the “real world” and have a tried and tested process to help you walk in the shoes of your customer.

Our goal at JA Consulting is to always provide our customers with pragmatic, technology agnostic solutions, that help people and companies succeed.


We’re not trying to persuade you to buy a CRM system, but rather hold a mirror up and help you ask yourself the question…………

“Are we making it easy for our customers to engage with us?”

If the answer’s, “No,” call us. JA Consulting can help.

Because……walking in the shoes of your customer is the quickest way to grow your own top line.