Compelling Reason to Buy

With any new product or service it is very imperative that the customer identifies the compelling reason to buy, that is, the reason to use this methodology over any other to solve a particular problem.

Here is a method to identify a Clear Compelling Event -
A clear compelling event means that it is clear what the customer needs to buy, when he needs to buy it, and why.
Important to distinguish between a customer who is thinking about buying a new machine some day and a customer that has a specific need to buy a machine to perform a certain function by a specific date.

Some Review Questions

1 Why does the customer need a new machine?
2 Can his existing machines do the work?
3 What alternatives does he have rather than to buy a new
machine?
4 Is there specific project or special use for the machine?
5 If so, what dates does the project need to be started and
completed?
6 What is the planned payback for the customer on this
project?
7 What are the consequences if they do not meet the project
dates or the payback targets?
8 What date does the customer need the machine?
9 When will the “Request for Proposals” be available?
10 When are the proposals due?
11 When will the customer award a contract?
12 What will happen if he buys the machine 60 days later?
13 Are there target prices for each of the machines in the
deal?
14 How accurate are the target prices?
15 Are the target prices sufficient to purchase the machines
needed?
16 Has the customer documented any formal decision criteria
to assist them with the selection of the best machine?
17 What are the informal decision criteria at this customer?
18 Is the cost of system 10-20% of the cost of the problem it solves. Can this be proved?