Grow Your Business
Improve Your Results

Identifying the role and focus of ideal clients is critical to creating value for them, and perceived value in your offerings. Which in turn, can help drive revenue.

The arrows on the diagram below represent three common focuses that prospects routinely demonstrate, depending on the perspective or 'focus' they bring to the interaction.

  1. Product = Vendor = $ Perceived Value/Risk. Seller does 'it' all.
    Businesses sell (or buy) based on a 'product' or 'deal'. Quick results, not always lasting. Safe. Can be an introductory transaction prior to larger engagement.
  2. Process = Partner = $$$ Perceived Value/Risk. Seller and buyer collaborate on 'it'.
    Businesses sell (or buy) based on opportunity to realize continuous improvements over time. Longer term results, without rocking the boat too much. Still fairly safe.
  3. Performance = Coach/Leader = $$$$$ Perceived Value/Risk. Seller guides buyer.
    Businesses sell (or buy) based on perceived or measured value and anticipated return on investment. Significant results can be realized through adequate preparation. Takes a gambler to initiate and subject matter experts to execute.

The basic concept is that any of the three is fine, but increasing the perceived value of your offerings opens the door to greater revenue generation over a moderate term.

Grow Your Business

Apply the Three Buckets Concept to Convert Leads into Sales

Just as smart marketers develop content that’s appropriate for different personas, a savvy sales approach is to recognize the roles of each prospect type and communicate with them in terms that make sense to them.

Develop a playbook that helps you communicate relevant to the role they have in their research and decision-making process. The end result, of course, is that you’ll get better at figuring out what your potential clients need when they contact you, and thus will be able to do a better job of connecting your offerings to their needs.

Then, you can make full use of your sales and marketing efforts aren’t causing opportunities to slip away, just because you took the conversation in a direction they weren't expecting.


In 2011, we stopped doing marketing projects for the money and discovered how to really grow our business, and yours.

If you've ever worked with an ad agency, web design firm, or even a law firm, you're likely familiar with buying services from companies who sell you what you want to buy. It's very common and the way most small businesses operate; as a vendor.

What many people aren't as familiar with are two alternatives to operating as a vendor. More experienced businesses discover Process and Performance; or Partner and Coach, respectively. We like those words a lot. They open an opportunity to change the discussion from, "how much does it cost" to something like, "if we do X can we improve our results by Y". It's a radically different discussion.

In 2011, we refocussed our services to help our clients succeed. And thus, have removed acting as a vendor from our approach. It has been replaced with a determination to provide leadership and empowerment instead.

In a nutshell, our mission is not to do more for you, but to put you in a position to do more for yourself.

We are firm in our belief that great content deployed by knowledgeable marketers propels prospects to act and businesses to grow.

At Kayak, we encourage clients to know what we know. Our intention is to help you grow so that you can grow your business.

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