People pass us by.
Start with what deserves their attention.
What stands out can get attention. Make it relevant to a problem the buyer already recognizes.
Salience: see how it worksStart where
the buyer stops.
Noticed. Chosen. Trusted. Used.
Which decision is holding up the next?
One question
can stall the next.
They look, then compare.
Find the comparison your buyer is actually making.
Buyers compare you with competitors, workarounds and doing nothing. Make your difference matter in their comparison.
Framing: see how it worksThey like it, but hesitate.
Make the unknowns discussable.
A clear benefit can leave uncertainty about implementation or risk. Find the unknown before assuming why someone hesitates.
Ambiguity aversion: see how it worksThey agree, but don’t adopt.
Make the first useful outcome reachable.
The familiar workflow is already in place. Make the time, effort and coordination required to change it manageable.
Status quo bias: see how it worksA better question
for your next call.
Download the interview worksheetAttention
“What was happening when you first started looking for a solution?”