Buyer Evidence Builder

Define a consistent, unambiguous company and buyer profile using evidence your whole team can recognise and repeat.

Complete it here, save locally or download your working copy.

Use this when

Buyer definitions vary across the team, the sweet spot is unclear or important knowledge lives in one person’s head.

Useful outcome

More relevant customer conversations and one company and buyer definition that can guide targeting, qualification and discovery.

Validate the beliefs

Run five to ten customer conversations with the same prompts. Record exact words before interpreting patterns.

Customer or interview

What happened that made this worth fixing?

What triggered them to want this conversation?

What had they already tried, and why did it not work?

Had they already bought anything? What was the outcome?

What stops or would stop them buying or implementing?

Who influences, approves or blocks the decision?

Who would not be a good fit?

How would they describe the value to a colleague?

Turn repeated evidence into a company and buyer definition specific enough that another person can use it.

Company stage and conditions

Industry and situation

Buyer role, pressure and priority

Buying group and influence

Repeated customer language

Clear exclusions

Make the missing evidence the first improvement to the playbook.