OFFER

“I would rather have questions that can't be answered than answers that can't be questioned.”― Richard Feynman

Each situation raised a different set of questions.

These questions and sections are far from being exhaustive but provide a structure and a starting point.

PLEASE email me with your suggestions and favorite questions at:

Could we clearly define our key and secondary customers? Size addressable market(s) core and adjacents (B2B, B2C, CMO, Third Party? Primary? Secondary?)
Do we know the different players involved in the decision process? (Specifier, Decision Maker, User, Payer)
Do we understand the buying process of our customers? (Customer journey from prospect to repeat customer)
Do we know the market trends that influence their needs and decisions? (Their competitors, new technologies, new markets)
Did we identify the different players involved in the decision process? (Specifier, Decision Maker, User, Payer)
Do we know what our customers think about our offer? (What do they like, don't like, would like)
Do we have our customer persona(s)? (Who are our different buyer profiles)

Do you have a clear definition of our product or service? (What is our product, do we sell pages or provide access to an audience)
Does our product satisfy a specific need or set of needs efficiently? (Does our product provide an excellent solution to our customers' needs or challenges?)
Does our product have particular features/benefits (Does it have a USP?)
Does it have clear brand recognition and credibility in its market? (Does it have brand power)
Could it be extended to serve other needs, markets, geographies? (Could the product be used differently or in another territory creating a new revenue stream?)
Is our product competitive/better/worse than competitors? (How does our offer rank in the market?)

Do our customers get easy access to our product? (Do they know about our product and how to have access to it when they need it)
Are we visible to our customers? (Do we attend the right shows? Use the proper promotions for our market?)
Do we have the right sales channels? (Direct sales, third-party representatives, automatic through technology?)
Do we have the right territory coverage (Do we cover all the relevant territories?)
Are we where our competitors are? Where are they not? (do we compete in the right markets? Geographies? Segments?)

Do we have a clear understanding of the value of the product for our customers? (Not the cost or price tag but the value)
Does our current pricing reflect this value? (Did we price accordingly, align with value delivered? Are we expensive? Cheap?)
Is our price aligned logically with our market positioning? (If we are a premium brand, does our price reflect our position vs. competitors?)
Is our client base price sensitive? (Is the price a key decision element? Alternatively, quality is…)
Do we have a clear pricing structure and discount strategy? (If price-sensitive, how could we maximize client investment?)
What is the impact of currency exchange rate on the business results and margin? (Does currency fluctuation affect client buying or the service provided?)

Do we have a marketing plan to promote our services to our target customers? (Do we have a marketing team, program, access to marketing)
Do we use all necessary sales tools? (Sales materials from presentations to brochures?)
Do we have strong visibility in the market? (Beyond sales visits, does the customer have access to our sales team at conferences or meetings, for example)
Is our product/brand visible? (Is our brand or product visible to our potential buyers – i.e., online or at conferences)
Do we leverage all relevant marketing channels? (Do we advertise or communicate about our products/services?)
Do we have a clear understanding of the value of the product for our customers? (Not the

Do we have a "Why" beyond what? (Do we have a mission that also appeals to customers and adds to our product key elements)
Does the team have clear and compelling talking points? (Are there talking points aligned with our 4Ps)
Is the team regularly trained in delivering the sales story? (Ensuring that each team member delivers the identical/consistent message)
Does our sales team pitch pass the "So what" test? (If not convincing, we need to go back to the drawing board)
Is the team equipped with the right set of questions to engage with customers? (Do they ask the right questions to guide the client towards a purchase instead of just team selling?)