principles

how PROXe thinks about buyers.

not tactics. not channels. the things underneath: how you talk, what you talk about, and how you take care of the people who pay you.

• 01the buyer's words are the briefyour pitch is written in your words. your buyer decides in theirs. the gap between the two is where deals die.
• 02trace every yesa conversion you can't explain is a conversion you can't repeat. walk every yes backwards to the moment it became inevitable.
• 03stand in the buyer's worldthe buyer isn't thinking about your product. they're thinking about their day, their fear, their boss, their money. start there.
• 04every no has a reason you didn't hear"not now" and "too expensive" are rarely the real reason. the real one was said earlier, quietly, and you walked past it.
• 05care is the second salethe first sale gets you paid. how you take care of them after decides whether they come back, and who they bring.
• 06ask better, talk lessthe business that asks the sharpest question wins, not the one with the longest answer.