Chapter 3

Do they buy the product, or the moment?

Họ mua vì sản phẩm, hay vì điều vừa xảy ra?

The chapter's question

What happened that made this person look for a solution that very week?

Big idea

What decides is not the product but what happened in their life just before.

In this chapter

  1. Part 3.1

    The Trigger Event

    What happens right before they start looking?

  2. Part 3.2

    What They Tried First

    Before they came to me, what were they using?

  3. Part 3.3

    Who Else Was Involved

    Besides the buyer, who has a say?

  4. Part 3.4

    What Nearly Stopped Them

    What makes them hesitate at the last moment?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Who Actually Buys is free to read right here.

Read in Conan School

Chapters of Who Actually Buys

  1. 1.Is my customer profile fact, or the boss's opinion?
  2. 2.Can ten conversations beat a thousand surveys?
  3. 3.Do they buy the product, or the moment?
  4. 4.After the interviews, does anyone read them?
  5. 5.What do non-buyers know that buyers won't say?