Introduction

Buyers don’t just buy products - they make decisions based on problems, goals, and company rules. Here are 18 questions to uncover why, what, and how they buy.

What's the problem it solves?

Most marketers skip the real reasons behind purchases. This leads to vague messages like “10x your revenue.” The framework solves this by showing how to dig deeper into buyer motivations, what they truly want, and how their company makes buying decisions.

Quick Summary

The article breaks buying decisions into three parts: why they buy, what they buy, and how they buy.

• First, you must understand why they’re buying. What problem are they facing? Who is impacted? What happens if nothing changes? This layer uncovers the true trigger behind the decision.
• Next, you clarify what they want. Buyers weigh many options, but you need to learn which features, benefits, and outcomes matter most to them. This ensures your offer aligns with their priorities.
• Finally, you study how they buy. Every company has its own rules: budgets, approvals, timing, legal checks. Knowing this process prevents surprises and helps you move deals forward.

Together, these three layers create a full picture of your ideal customer profile (ICP). Without this, you’ll fall into the trap of broad, generic targeting that fails to connect.

Key Takeaways

• Buying decisions have 3 layers: why, what, how.
• Digging into these questions avoids generic marketing.
• Success means focusing on a clear ICP, not “everyone.”
• The buying process is as important as the buying reason.

What to do

• Identify the real trigger behind your buyer’s purchase.
• Map out the features and outcomes they care about most.
• Study their buying process: budget, approvals, timing.
• Apply these 18 questions to a specific ICP only.
• Stop using broad promises like “10x growth” - make your message concrete and relevant.

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