Defining the buyer.
WHY IT MATTERS
Selling to everyone means selling to nobody, and it wastes the scarcest resource: time.
WHAT TO ESTABLISH
Who has the problem Who feels it most acutely Who can pay Who can decide
WHY ACUTELY MATTERS
Mild problems do not produce purchases.
WHAT TO EXAMINE
Your existing customers.
WHAT TO LOOK FOR
Which are profitable Which stay longest Which require least support Which refer others
WHAT THAT PRODUCES
A description of who you should pursue.
WHAT TO RECORD
Sector Size Situation that creates the need What they were using before What triggered the purchase
WHY THE TRIGGER MATTERS MOST
It tells you when to approach someone.
WHAT TRIGGERS LOOK LIKE
Growth past a threshold A failure of their current arrangement A new person in a role A regulatory or deadline pressure
WHAT TO DO WITH THE DESCRIPTION
Pursue people who match, and decline those who do not.
WHY DECLINE
Poor-fit customers consume disproportionate effort and leave.
WHAT TO REVIEW
The description, as you learn.
