What Makes Customers Buy, and What Does That Mean for Your Growth?

Will customers actually buy your idea? Learn how research and market testing reveal who’s ready to buy and what to test next. About the workshop: Customers may tell you they love your idea, but will they actually pay for it? And can understanding what drives that decision change how your business grows? In this practical session, Wieler Marketing & Consulting (WMCco) will explore how customer research and market testing reveal who is ready to buy, what makes their problem urgent, and what stands between interest and a purchase. We’ll connect those findings to decisions about messaging, offers, pricing, and where to invest, and look at how untested assumptions can consume marketing budgets and stall growth. What we’ll cover: • Who is ready to buy: How customer research shows which people are most likely to purchase and why. • What makes the problem urgent: How to identify the pressures that move a customer from interest to action. • What stands in the way: How to find the barriers between interest and a purchase. • Testing before you invest: How market testing reduces the risk of spending on untested assumptions in messaging, offers, pricing, and marketing. You’ll leave with: • A clearer understanding of what you need to know about your market. • A plan for what to test next. • A way to use what you learn to make more informed growth decisions. About the presenter: Julie Wieler built WMCco on a single conviction: that most ventures fail not from lack of effort, but from building on unvalidated assumptions. She works with mission-driven founders and their backers to install the kind of market precision that transforms bold ideas into defensible, scalable businesses before the cost of being wrong becomes irreversible.