Offer diagnosis

Two rules live here: Is it the offer? and Decode objections. Get these right and the rest of the rebuild aims at the real problem. Get them wrong and you polish an offer nobody sees.

When to use it

• Someone says it isn't selling and gives numbers, objections or both.
• They ask why people say "I'll think about it", "too expensive" or "I can do it myself".
• offer-master calls it as stage one.

Not for: writing the new offer (that's offer-included and the others), or judging a market nobody has tried to sell to yet. For a brand new offer, skip the path maths and go straight to the objection map, using objections from the buyer's world, and say the diagnosis is untested.

What you need

The stages a buyer passes through and a rough count at each, what buyers say when they don't buy, and where in the path they say it. If you're missing these, ask (at most three questions, then stop and wait):

1. In a normal month, roughly how many people see the offer, how many enquire or book a call, and how many buy?
2. When people don't buy, what do they say, and at what point (on the page, on a call, after the quote)?
3. Has it ever sold better? If so, what were the numbers then, and what changed?