The Company Doctors

First Customer Map

Six questions. Pick one product or service and answer for that one thing only. Finish this page and you leave with a real next step instead of a good intention.

Blank PDF 0 of 6 answered

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1What am I selling?
One product or service. Not your whole business.
2Who is most likely to buy it?
Describe one real person, not a category. If you can picture them, you can find them.
3What problem are they trying to solve this month?
In their words, not yours. Why now and not next year?
4Where can I find twenty of them?
Real places: a named group, a named event, a person who already serves them. "Social media" is not a place.
5What will I do this week to reach five of them?
One action, on the calendar, by Friday. Small and specific beats big and vague.
6What would make them say yes the first time?
The first step is rarely a sale. What is the smallest yes you can ask for?

A couple of quick details

These help us send you something useful afterwards instead of something generic.

Six more, for when you have time — skip these today and come back to them
7Who do they buy from today, if not you?
Name them. Three if you can. "Nobody" and "I don't really have competitors" are almost never true — doing nothing counts as one of them.
8Why you instead of the ones you just named?
Not "better service." Something a customer could actually check before they buy.
9Who else already sells to that same person?
Not a competitor — someone who sells them something different. These are your best referral partners, and almost nobody asks.
10What would stop them from buying?
Price, timing, trust, habit, or the person they already use. Name the real one.
11What have you already tried that did not work?
Be honest. The thing that failed usually says more than the thing that worked.
12What would one hundred of these customers be worth in a year?
Rough number is fine. If it is not a number worth chasing, you may be aiming at the wrong customer.

Three numbers to keep

Fill these in next week, not today. They are the only scoreboard you need.

Send yourself the map

We will email you everything you just wrote, so it is in your inbox instead of in a tab you will close. Randy gets a copy and reads every one — reply to it and he will write back.