What it means
A buying moment is a situation that makes a category relevant. A contract expires. A plant schedules a shutdown. An audit exposes a gap.
How to do the work
Interview people about a recent purchase, including lost deals and decisions to do nothing. Record what changed, what happened next and who became involved. Choose three priority situations for the first pilot.
What to produce
A ranked map of buyer triggers, actual language, alternatives and evidence of demand.
A useful check
Which situation makes our offer useful now?
See it in context
Follow all five practices through a concrete buying situation. Each example is illustrative and states its limits.
Explore the examples ↗