Most companies skip a crucial step when building ideal customer profiles: the contextual trigger that actually makes someone buy. You need the problem they face, the solution you offer, and the specific circumstances that prompt the purchase decision.
I also love your idea of not just understanding the problem that matters to them and the one that you can be 10x better at delivering, but also this idea of the context that they're operating in that's this trigger. And so oftentimes we'll work with companies to develop, you know, an ideal customer profile or, you know, like buyer personas of decision makers and champions. And companies are like, oh, we have that. And then they give it to us.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
