your position on the canvas · red → green
“
Become the person they call first when they’re ready to buy.
”Master this box and you win on trust — 74% choose the person who brought value first.
Work top to bottom:Start→Do the work→You’re ready
START HERE
You know the most — and still lose to a worse product.
Expertise doesn’t win deals. Reliability does. The doer — fast follow-up, quick replies, consistently present — beats the expert who’s hard to reach, every time.
→ Are you winning on being the expert, or on being the easiest to do business with?
THE THREE BIGGEST MISTAKES
SKIP
You assume the relationship takes care of itself and never deliberately become the one they call first.
SHORTCUT
You lean on expertise instead of reliability — but the doer who shows up beats the expert who’s hard to reach.
STUMBLE
You treat every touchpoint as a sales pitch (or stay single-threaded), so you read as a vendor and get replaced.
DO THE WORK
Find common ground with AVI — become the one they call first.
You can’t outspend bigger competitors on marketing — but you can out-relate them. The AVI Framework — Aspirations, Values, Interests — finds the genuine common ground that builds closeness fast. Then RIPES tells you why your buyer is buying emotionally, so every interaction lands harder.
The edge: 37% of the time, the easiest person to do business with wins — regardless of product quality or price.
“It’s not the expert that does best — they’re the second worst person. The doer wins.”
YOU’RE READY
You’re the one they call first — trusted, liked, connected before the sale.
When you’re the emotional favourite, you’ve mastered Box 8. Move on to Won Sales Analysis.