Winning new clients is about delivering the right message at the right time. Aligning marketing and sales with the buyer's journey builds trust and drives growth.
It’s not always the message that makes or breaks a sale. More often than not, it’s the timing.
In a world of information overload, the organizations that stand out aren’t necessarily the loudest or even the most creative. They’re the ones that give their prospects the right information at the right moment…when they’re ready to listen, learn, and decide.
Winning new clients isn’t about flooding inboxes or chasing leads harder. It’s about aligning your marketing and sales strategy with your buyer’s mindset. That means understanding where your prospects are in their journey, emotionally, strategically, and practically, and meeting them there with purpose.
Why does timing matter more than ever?
Every potential client is somewhere along a journey, from being unaware of their problem to becoming your biggest advocate. Yet many organizations still treat marketing and sales as isolated efforts: marketing generates “awareness,” sales closes “deals,” and the middle often falls apart.
When marketing and sales teams collaborate around timing, everything changes. Marketing builds readiness. Sales captures it. Together, they create a seamless experience that moves buyers forward naturally, without pressure or confusion.
How can you align your message with the buyer's journey?
Here’s how marketing and sales can align to provide the right message at every stage of the buyer’s journey.
Problem Unaware — “Everything’s fine… right?” Your prospect doesn’t yet realize there’s a problem to solve. They’re focused on maintaining what’s working and unaware of the costs or risks of staying the same. What they need: Awareness, education, and empathy. Marketing’s role: Share insights that reveal unseen challenges: blogs, videos, stories, or statistics that make them pause and think. Sales’ role: Stay visible and helpful, not pushy. Build curiosity before selling. Focus on relationships and genuine interest. Ask questions.
Problem Aware — “Okay, this isn’t working.” Now your prospective client recognizes something’s off but doesn’t know what to do about it. They’re exploring the issue and seeking understanding. What they need: Clarity and validation. Marketing’s role: Deliver content that identifies the “why” behind the problem: client success stories, frameworks, or case studies that diagnose the gap. Sales’ role: Listen first. Gather data. Ask smart questions that show you understand their challenges before recommending solutions.
Consideration — “There has to be a better way.” At this stage, your prospective client is open to solutions and actively learning. They’re comparing ideas, not vendors. What they need: Education, relationship-building, and trust. Marketing’s role: Paint the picture of the transformation for them with your solutions. Provide guides, webinars, or articles that position your brand as a trusted expert and show the client what success looks like. Sales’ role: Tailor conversations to the buyer’s goals, not your capabilities. Emphasize the value and outcomes they’ll experience by working with you.
Evaluation — “Could you be the right fit for me?” Your prospective client is narrowing options and assessing risk. They’re evaluating ROI, credibility, and relationships. What they need: Proof, trust, and alignment. Marketing’s role: Share social proof: testimonials, case studies, and data that demonstrate results. Sales’ role: Personalize your solution presentation. Show you understand their goals and can deliver measurable impact. Help them visualize success beyond the sale.
Decision — “I’m ready to move—just need the final nudge.” The finish line is in sight. They’re ready but need reassurance they’re making the right choice. What they need: Simplicity, confidence, and trust. Marketing’s role: Reinforce confidence with FAQs, client testimonials, and reminders of value. Sales’ role: Make the process frictionless: clear next steps, transparent pricing, and a human touch. Offer to connect them with an existing client for peer validation.
Advocacy — “This really works. I need to tell others!” Once a client sees results, they become your strongest advocate. With one big caveat, if you keep building the relationship. What they need: Recognition and opportunities to share their success. Marketing’s role: Capture and celebrate their story. Make it about the client, not you. Sales’ role: Stay connected beyond the transaction. Continue providing insights, connections, and value. Ask them for help. Ask for feedback, testimonials, and referrals.
"When you match your message to your prospect's moment, you stop selling and start serving. That's how you win trust and new business."
— RB Consulting
How do you bridge the gap between marketing and sales?
When marketing and sales teams share this roadmap, communication becomes strategic instead of reactive. Marketing anticipates what buyers need before they ask. Sales reinforces those messages in every conversation.
Together, they build momentum that feels natural, trustworthy, and effective. The key is timing. Not in a “strike while the iron’s hot” way, but in a build-the-fire-together way. It’s about nurturing readiness through insight, consistency, and connection.
What is the key takeaway for winning new clients?
The secret to winning new clients isn’t a better pitch or a flashier campaign. It’s understanding when your ideal audience is ready to hear what you have to say. When you align your message with the moment, your outreach feels less like selling and more like serving. And that’s when trust, engagement, and growth truly take off.
Frequently Asked Questions
Why is timing so important in client acquisition?
Timing ensures your message reaches prospects when they're most receptive, increasing the chance of engagement and conversion.
How can marketing and sales teams work together more effectively?
By sharing a roadmap and aligning their efforts to the buyer's journey, both teams can deliver consistent, relevant messaging that builds trust.
What are the stages of the buyer's journey?
The stages include Problem Unaware, Problem Aware, Consideration, Evaluation, Decision, and Advocacy.
How do I know what message to send at each stage?
Understand your prospect's mindset and needs at each stage, then tailor your content and conversations to meet them where they are.
What is the role of trust in winning new clients?
Trust is the foundation of client relationships. When your message is timely and relevant, it builds credibility and encourages prospects to take action.
How can I make my sales process feel less pushy?
Focus on serving, not selling. Align your outreach with the prospect's readiness and provide value at every step.
Where can I get help with my marketing and sales strategy?
RB Consulting offers strategy sessions to help you align your message and timing. Schedule a complimentary session at https://calendly.com/rbcgrowth/rb-consulting-introductory-consultation-meeting.
Ready to Win with Better Timing?
If you’re ready to stop guessing and start growing, RB Consulting can help you build a marketing strategy and messaging that meets your clients exactly where they are. Schedule a complimentary strategy session.
Let’s make your next sale the right message at the right time.
Rebecca Bormann
About the Author
Rebecca Bormann is the Founder and CEO of RB Consulting Agency, a strategic marketing and business development firm that empowers organizations to clarify their brand, elevate visibility, and accelerate growth.
With over 20 years of leadership experience in sales and marketing, Rebecca blends emotional intelligence with data-driven strategy to help clients connect authentically with their audiences, align marketing and business objectives, and build sustainable pipelines for growth.
Under her leadership, RB Consulting serves clients across Indiana and nationwide in sectors including technology, professional services, healthcare, education, retail, and nonprofit. Guided by its core philosophy—People First. Strategy Always. Success Together.—the agency is recognized for its people-centered, data-informed approach that transforms brand presence into measurable business results.
Rebecca’s leadership and impact have earned numerous honors, including 2025 NAWBO Women Business Owner of the Year, Indianapolis Business Journal’s Women of Influence (2022), Hope Magazine’s Hope 25 Honoree (2022), AOTMP® Insights Women in Tech DEI Advocate (2022), and Junior Achievement’s Indy’s Best & Brightest Finalist (2020, 2021).
She holds Executive Education Certificates in Business Strategy, Financial Management, and Marketing & Sales from Indiana University’s Kelley School of Business, along with a Bachelor’s Degree in Management and a Certificate in Communications from Indiana Wesleyan University.
RB Consulting Agency is certified as both a Women Business Enterprise (CWBE) by NAWBO and a Women-Owned Business (WBE) by the Indiana Department of Administration.
