Inciting Events: What Makes Them Buy Today

A prospect can agree the product is a great fit, the keystone is exactly what they want, there are no deal-breakers, the price is fair — and still not buy. Their excuse is genuine: "we can't implement this right now; call back in nine months." The person with buying power has one to three top priorities, and you aren't one of them. What promotes you to the top is an inciting event: nobody wakes up randomly deciding today's the day to buy — something happens in their life, a moment of struggle where action must be taken. This skill maps those moments, keystone by keystone.

The mental model

The inciting event completes the purchase