Bought
The Close Fix
Run it when: the brand gets picked, but enquiries and proposals don’t convert.
In a committee sale the decision is made in the week after the meeting, by people who never met you. A proposal that answers only the champion lets the others answer their own questions, usually with no.
The signal
Bought is the lowest broken rung: buyers arrive at the moment of choice and the page or proposal doesn’t carry the reason, the proof and the next step.
What the client seesEnquiries and deals from those moments.
The re-readEach quarter, against the win-loss record.
The play, step by step.
It starts with a Score read and ends with a re-read.
- Read where deals stall, by moment and by person in the buying group.
- Put the price and the way out side by side on every page and proposal that reaches a buyer.
- Write a page per person in the group, naming their fear before they raise it.
- Answer every enquiry within the hour, and send procurement’s documents the moment they’re asked for.
- Check the terms read identically on the site, in the proposal and in the contract.
The playbooks it needs
The how-tos inside it
The trap
Blaming price. Four of Kestrel’s ten losses were “no decision”: building the case wasn’t answered.