{"id":11600,"date":"2026-10-04T14:33:44","date_gmt":"2026-10-04T12:33:44","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/?page_id=11600"},"modified":"2026-10-25T14:03:48","modified_gmt":"2026-10-25T13:03:48","slug":"buying-reason-finding","status":"publish","type":"page","link":"https:\/\/oberwasser-consulting.de\/en\/buying-reason-finding\/","title":{"rendered":"Why do your customers really buy?"},"content":{"rendered":"\n<div id=\"oc-redesign\">\n<style>\n#oc-redesign *{box-sizing:border-box;font-family:inherit;font-size:inherit;font-weight:inherit;line-height:inherit;color:inherit;}\n#oc-redesign .fb{width:100vw;max-width:100vw;margin-left:calc(50% - 50vw);margin-right:calc(50% - 50vw);}\nbody:has(#oc-redesign) #hero-scene{display:none!important;}\nbody:has(#oc-redesign) .archive-container .content-col>h1{display:none!important;}\nbody:has(#oc-redesign) .archive-container{padding-top:0!important;}\n#oc-redesign{\n  --navy:#0F2C4A; --navy-tief:#0B2138; --text:#37474F; 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.duenn{display:inline;font-size:inherit;letter-spacing:inherit;line-height:inherit;margin:0}#oc-redesign .hero .display .duenn::after{content:\" \"}}\n#oc-redesign .kb-beleg{display:block;margin-top:6px;font-style:italic;opacity:.75}\n#oc-redesign .kb-poster{margin:32px 0 8px}\n#oc-redesign .kb-poster img{display:block;width:100%;height:auto;border:1px solid #d8dee6}\n#oc-redesign .kb-poster figcaption{margin-top:8px}\n#oc-redesign .hero p.fuer b{font-weight:600;color:var(--cool)}\n#oc-redesign .ablauf .eckdaten{margin-top:72px;border-top-color:var(--linie)}\n#oc-redesign .ablauf .eckdaten p.u{color:var(--text)}\n#oc-redesign .lieferung .kb-frage{margin-top:40px;max-width:900px;color:var(--navy)}\n#oc-redesign .invest .einl p.u{margin-top:16px;max-width:400px}\n#oc-redesign .schlussteil.kb-schmal{padding:96px 0}\n#oc-redesign .schlussteil .kb-schluss{margin-top:0;border-top:0;padding-top:0}\n<\/style>\n<!-- 1 Hero -->\n<section class=\"hero navy fotogrund fb\" style=\"background-image:url(https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/10\/kaufgrund-befund-hero-karten-2026-10-navy.avif);background-position:72% 30%\">\n  <div class=\"wrap innen\">\n    <p class=\"dach\">Buying-Reason Finding<\/p>\n    <h1 class=\"display\" style=\"font-size:clamp(44px,6.6vw,96px);max-width:none\"><span class=\"duenn\">What if the buyer is<\/span><br>someone you\u2019d written off?<\/h1>\n    <p class=\"lead\">Your assumptions on one sheet. Next to them, a real purchase \u2013 from you or elsewhere \u2013 told in an interview. You see which of them hold.<\/p>\n    <p class=\"fuer\">One case shows a direction, sometimes one nobody saw coming. Only the sprint shows the pattern.<\/p>\n    <div class=\"cta\">\n      <a class=\"knopf\" href=\"#beispiel\">Show me an example \u2193<\/a>\n      <a class=\"textlink leise\" href=\"#anfragen\">Book now<\/a>\n    <\/div>\n  <\/div>\n  <div class=\"kb-hero-luft\"><\/div>\n<\/section>\n\n<!-- 2 Start yourself -->\n<section class=\"abschnitt einstieg weiss fb\">\n  <div class=\"wrap raster\">\n    <h2>Start with one sentence.<\/h2>\n    <div class=\"links\">\n      <p class=\"body\">You don\u2019t have to take our word for it. Take the last customer who bought from you. Write down in one sentence why they bought. Then write underneath how you know.<\/p>\n    <\/div>\n    <div class=\"rechts\">\n      <p class=\"body\">Does it say \u2018they told me\u2019, \u2018you can see it in the numbers\u2019 or \u2018it\u2019s obvious\u2019? Then you\u2019ve just written the first entry on your assumption list. The Buying-Reason Finding starts with exactly this kind of list. In other words, we measure the interview against your view, not ours.<\/p>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 5 What you get -->\n<section class=\"abschnitt lieferung weiss fb\" id=\"beispiel\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>What you get: a Finding that starts with your list.<\/h2>\n      <div class=\"einl\"><p class=\"body\">Your own list is on the first page. The heading reads: Your assumptions, checked. Here\u2019s what that looks like with a real interview from our podcast: someone who bought a height-adjustable desk, pseudonymised. The five assumptions were written down beforehand by someone who hadn\u2019t heard the interview \u2013 the way a manufacturer might see things.<\/p><\/div>\n    <\/div>\n    <table class=\"kb-tabelle muster\">\n      <colgroup><col class=\"c1\"><col class=\"c2\"><col class=\"c3\"><\/colgroup>\n      <thead><tr><th>Your assumption beforehand<\/th><th>What the interview shows<\/th><th>Verdict<\/th><\/tr><\/thead>\n      <tbody>\n        <tr><td data-l=\"Your assumption beforehand\">\u2018Customers buy because of back pain, since the desk is seen as the answer to physical complaints when working from home.\u2019<\/td><td data-l=\"What the interview shows\">He wanted to work standing up while his son slept in the baby carrier. Physical complaints didn\u2019t trigger the purchase.<span class=\"kb-beleg\">\u2018wanted to work standing up when I\u2019ve got my little son in the carrier\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">doesn\u2019t hold<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">\u2018The trigger is usually the move to working from home or a new job, when the old desk no longer fits.\u2019<\/td><td data-l=\"What the interview shows\">No move, no new job: the child had become mobile, and the desk with its cables had to go out of the living room.<span class=\"kb-beleg\">\u2018he\u2019s much more mobile now\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">doesn\u2019t hold<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">\u2018In the end, price decides; lots of people simply compare the cheapest offers online.\u2019<\/td><td data-l=\"What the interview shows\">Price determined the first choice. That desk went back, and the second one cost 100 euros more.<span class=\"kb-beleg\">\u2018it ended up costing 100 euros more\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">doesn\u2019t hold<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">\u2018Reviews and recommendations from colleagues or family play a big part before someone decides on a model.\u2019<\/td><td data-l=\"What the interview shows\">Reviews don\u2019t come up. He decided on his own and won his wife over afterwards.<span class=\"kb-beleg\">\u2018I decided that for myself, on my own\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">doesn\u2019t hold<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">\u2018Most people buy online because they\u2019ve done their research beforehand and then order directly instead of going to a specialist shop.\u2019<\/td><td data-l=\"What the interview shows\">Searched and ordered online; specialist shops were never on the table.<span class=\"kb-beleg\">\u2018For product searches, that\u2019s now my first port of call.\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">holds<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">wasn\u2019t on the list<\/td><td data-l=\"What the interview shows\">A deadline: his wife was going back to work in mid-September, and the workspace had to be ready by then.<span class=\"kb-beleg\">\u2018I wanted to have this new workspace finished by mid-September\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">new<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">wasn\u2019t on the list<\/td><td data-l=\"What the interview shows\">The first desk wouldn\u2019t go low enough. He had read the specification but hadn\u2019t measured.<span class=\"kb-beleg\">\u2018the desktop was then 1\u20132 centimetres too high\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">new<\/td><\/tr>\n        <tr><td data-l=\"Your assumption beforehand\">wasn\u2019t on the list<\/td><td data-l=\"What the interview shows\">On the second purchase, an invoice with German VAT mattered.<span class=\"kb-beleg\">\u2018didn\u2019t get an invoice with German VAT\u2019<\/span><\/td><td class=\"urteil\" data-l=\"Verdict\">new<\/td><\/tr>\n      <\/tbody>\n    <\/table>\n    <p class=\"klein kb-fuss\">A real interview from our podcast, not a client project, pseudonymised. Four of the five assumptions don\u2019t hold; three things weren\u2019t on any list. In the Finding, every verdict is tied to the exact point in the conversation. Quotes (translated from German).<\/p>\n    <p class=\"lead kb-frage\">Now suppose that had been your list, a week before the campaign. What would you have put in the ads?<\/p>\n    <p class=\"body kb-hoeren\">You can listen to the whole interview, uncut, around 90 minutes (in German): <a href=\"https:\/\/oberwasser-consulting.de\/jobs-to-be-done-interview-zum-schreibtischkauf\/\">Listen to the interview and read the story of the purchase \u2192<\/a><\/p>\n    <figure class=\"kb-poster\"><a href=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/kaufgrund-befund-muster-wheel-poster.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2026\/09\/kaufgrund-befund-muster-wheel-poster-1536x1087.avif\" width=\"1536\" height=\"1087\" loading=\"lazy\" alt=\"Wheel of Progress for the sample case: the purchase of a height-adjustable desk, pseudonymised\"><\/a><figcaption class=\"klein\">The Wheel of Progress for this case, as a one-page poster (in German). Click to enlarge.<\/figcaption><\/figure>\n    <div class=\"raster danach\">\n      <p class=\"t\">After that, you\u2019ll find:<\/p>\n      <ul class=\"liste\">\n        <li>the course of the purchase, from the first thought to the purchase, from you or elsewhere, with the moment that triggered it.<\/li>\n        <li>what pushed and what held back: what no longer worked about the old way, what drew them to the new one, which worry stood in the way and what kept them hanging on to the familiar.<\/li>\n        <li>what the person bought it for, in one sentence.<\/li>\n        <li>verbatim excerpts from the conversation, pseudonymised, each tied to where it occurs.<\/li>\n        <li>the Wheel of Progress as a one-page poster.<\/li>\n        <li>your customers\u2019 language, verbatim, sorted by topic.<\/li>\n        <li>what this case doesn\u2019t tell you, and the question it leaves open.<\/li>\n      <\/ul>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 3 Who it's for -->\n<section class=\"abschnitt fuerwen kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>For the moment before budget is committed.<\/h2><\/div>\n    <div class=\"raster\">\n      <div class=\"l\">\n        <p class=\"t\">The Buying-Reason Finding is for you if<\/p>\n        <ul class=\"liste\">\n          <li>a development cycle, a relaunch or a campaign is coming up that rests on an assumption about why customers buy.<\/li>\n          <li>your team has two or three explanations for it, and each one sounds plausible.<\/li>\n          <li>prospects end up buying elsewhere and nobody can say why.<\/li>\n          <li>you have to defend the next decision to your board, your shareholders or your management.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"body\">But it isn\u2019t the right route if you want to learn the method yourself. That\u2019s what our training is for. If you already have interviews and want to know what\u2019s in them, the <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-analysis\/\">Buying-Reason Analysis<\/a> is the route. And if you need to know how your customers buy across the board, the sprint is the direct route.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 4 How it works -->\n<section class=\"abschnitt ablauf weiss fb\" id=\"ablauf\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>How the Buying-Reason Finding works.<\/h2><\/div>\n    <div class=\"eckdaten\">\n      <div><p class=\"zahl-m\">1 interview<\/p><p class=\"u\">one real case<\/p><\/div>\n      <div><p class=\"zahl-m\">2 working days<\/p><p class=\"u\">from the interview to the finished analysis<\/p><\/div>\n      <div><p class=\"zahl-m\">Fixed price<\/p><\/div>\n    <\/div>\n    <ol class=\"schritte kb-senkrecht\">\n      <li><h3 class=\"lead\">01 You book<\/h3><div class=\"inhalt\"><p>You book the Finding, pay as you book and give us a contact person. You choose the date for the alignment call in the same step.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\">02 We get in touch, then we align<\/h3><div class=\"inhalt\">\n        <p>Within two working days of your booking, we get in touch with your contact person. In the 30-minute alignment call, we settle four things:<\/p>\n        <ul class=\"liste\">\n          <li>exactly who we are looking for: someone who bought from you for the first time; someone who chose an alternative, even one from a completely different category; someone who has switched, to you or away from you; or someone from a group you had written off, provided that person has already made a decision on the same matter. We speak to one person from one of these profiles; we decide together which one will be most revealing.<\/li>\n          <li>the screening questions we use to check whether someone fits. We write them.<\/li>\n          <li>who finds the person, you or us.<\/li>\n          <li>your assumption list: why customers buy from you or elsewhere, one sentence per assumption.<\/li>\n        <\/ul>\n        <p>The list is fixed before anyone speaks to the interviewee. That makes it the yardstick for everything that follows.<\/p>\n      <\/div><\/li>\n      <li><h3 class=\"lead\">03 The interview<\/h3><div class=\"inhalt\"><p>We don\u2019t promise you a date for it. When the interview takes place depends on how quickly the right person is found, and that is never entirely in anyone\u2019s control. It\u2019s a 60-minute online interview, and we conduct it ourselves. We don\u2019t simply ask why, because buyers often don\u2019t know the reason themselves. We go through the purchase with them step by step: What was going on when they started looking? Why then, why that? So the reason emerges from the sequence of events, not from an answer.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\">04 Analysis and documentation: two working days<\/h3><div class=\"inhalt\"><p>Two working days after the interview, your Finding is ready: analysis, evidence brief, the story of the purchase and the Wheel of Progress, as a PDF. That we promise. We set the conversation against your list. Every assumption gets a verdict: holds, doesn\u2019t hold \u2013 or open, if the conversation says nothing about it. And anything that wasn\u2019t on the list at all gets a line of its own. Every statement is tied to the exact point in the conversation it comes from.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\">05 Handover and results call with you as the decision-maker<\/h3><div class=\"inhalt\"><p>Then we hand the Finding over to you and go through it with you in 60 minutes. With you, not with a stand-in, because the Finding is for the person who decides.<\/p><\/div><\/li>\n      <li><h3 class=\"lead\">06 Your deadline: 30 days<\/h3><div class=\"inhalt\"><p>From the results call, you have 30 days. If you commission the sprint within that time, we credit the full fixed price. If not, the Finding is yours to keep, with no further obligation.<\/p><\/div><\/li>\n    <\/ol>\n  <\/div>\n<\/section>\n\n<!-- 6 What's included -->\n<section class=\"abschnitt umfang kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What\u2019s included, and what isn\u2019t.<\/h2><\/div>\n    <div class=\"raster spalten\">\n      <div class=\"l\">\n        <p class=\"t\">Included:<\/p>\n        <ul class=\"liste\">\n          <li>the 30-minute alignment call with your contact person.<\/li>\n          <li>the screening questions, written by us.<\/li>\n          <li>the search for the interviewee, if the likely buyers are consumers or business customers who are easy to reach.<\/li>\n          <li>the 60-minute interview, conducted by us.<\/li>\n          <li>analysis, evidence brief, story and Wheel of Progress (with poster), as a PDF, two working days after the interview.<\/li>\n          <li>handover and a 60-minute results call with you.<\/li>\n          <li>the conversation outline, agreed with you in advance: phases, topics and what must not come up. There is no list of questions; the FAQ explains why.<\/li>\n          <li>what this one case suggests for your decision, as a hypothesis.<\/li>\n          <li>the transcript, pseudonymised, and on request the interview as an audio file, if your interviewee agrees.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"r\">\n        <p class=\"t\">Not included:<\/p>\n        <ul class=\"liste\">\n          <li>the search for decision-makers whom hardly anyone can get on the phone: managing directors, board members, decision-makers in large corporations. There, the contact comes from your customer base, because someone like that is more likely to say yes to you than to us. Or we make you a separate offer for the search. We agree which option fits in the alignment call, before anyone is approached.<\/li>\n          <li>further interviews. One Finding, one interview.<\/li>\n          <li>the analysis of existing interviews or documents.<\/li>\n          <li>segments, personas or statements about all your customers.<\/li>\n          <li>an action plan or a strategy. Working out what needs doing is the sprint\u2019s job.<\/li>\n        <\/ul>\n        <p class=\"body\">We analyse your own interviews separately from the Finding, two working days after we have everything. On top of that, you get concrete feedback on how well they were conducted: what to keep next time and what to change. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/buying-reason-analysis\/\">See the Buying-Reason Analysis \u2192<\/a><\/p>\n        <p class=\"body\">Tell us beforehand what you have: <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de\">jtbd@oberwasser-consulting.de<\/a><\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 7 Promises -->\n<section class=\"abschnitt zusagen weiss fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>What we promise, and what we don\u2019t.<\/h2><\/div>\n    <div class=\"zeilen\">\n      <div class=\"zeile\"><p class=\"lead\">Promised: we\u2019ll be in touch within two working days of your booking.<\/p><p class=\"a\">One interview, conducted by us, with a person who fits the profile we define with you. If they don\u2019t fit, even though we were the ones who searched for them, we conduct a second interview at no extra charge. Analysis and documentation against your list, two working days after the interview. And the results call with you.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead kb-voll\">Not promised: a fixed date for the interview, because it depends on how quickly the right person is found.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead\">Nor do we promise that the interview will disprove your assumptions.<\/p><p class=\"a\">Perhaps it confirms them. Then you know that they hold, and what that rests on: a specific moment in the conversation, not a gut feeling.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead\">Not promised: a statement about all your customers.<\/p><p class=\"a\">One interview is one case.<\/p><\/div>\n      <div class=\"zeile\"><p class=\"lead kb-voll\">And not promised: any effect on your revenue, because you decide what you do with the Finding.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 9 Bridge to the sprint -->\n<section class=\"check navy fb\">\n  <div class=\"wrap\">\n    <h2>One interview is one case, not a pattern.<\/h2>\n    <p class=\"body\">One case shows you a direction. Sometimes one nobody saw coming. But it doesn\u2019t show whether others buy the same way, from you or elsewhere. And we tell you so ourselves, before you notice it.<\/p>\n    <p class=\"body\">That\u2019s why the results call ends with exactly this question: Is it the same for the others? The sprint answers it, with a handful of conversations with exactly the right people, analysed all the way to a decision. The interview from your Finding feeds into it.<\/p>\n    <p class=\"kb-weiter\"><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/customer-insights-sprint\/\">Explore the Customer Insights Sprint \u2192<\/a><\/p>\n  <\/div>\n<\/section>\n\n<!-- 10 Data protection -->\n<section class=\"abschnitt schutz einord kuehl fb\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Anyone who talks to us is placing their trust in us. Here\u2019s how we handle the conversation.<\/h2><\/div>\n    <ul class=\"liste\">\n      <li>Before the interview, your interviewee signs a consent form. It comes with the invitation, whether the invitation comes from you or from us.<\/li>\n      <li>We only record if they expressly agree. Otherwise, we take notes.<\/li>\n      <li>The recording is transcribed exclusively on our own computers. No external transcription or cloud service gets it.<\/li>\n      <li>All documents are pseudonymised, including the transcript. We transcribe it ourselves, on our own computers, never in the cloud. On request, you also get the interview to listen to as an audio file. Always provided the interviewee agrees. We ask for that; we can\u2019t promise it. The recording is only for you and your team, not for publication. Everything comes as an encrypted file via a link that works only for you. You can also listen in silently, again only with their consent.<\/li>\n      <li>None of it is published.<\/li>\n      <li>We keep the recording, transcript and Finding for ten years after the interview, because every quote should remain verifiable right back to the original audio. And if your interviewee asks us to delete it sooner, we delete it sooner.<\/li>\n    <\/ul>\n    <div class=\"raster argument\">\n      <div class=\"l\"><p class=\"lead\">We agree in the alignment call who approaches the interviewee.<\/p><\/div>\n      <div class=\"r\"><p class=\"body\">If you approach them, you only invite people you\u2019re allowed to contact. If we find them ourselves, they give their consent directly to us, and we don\u2019t need your customer list for that. The recording and everything that follows stay with us.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 11 FAQ -->\n<section class=\"abschnitt faq weiss fb\" id=\"faq\">\n  <div class=\"wrap\">\n    <div class=\"raster\"><h2>Frequently asked questions<\/h2><\/div>\n    <div class=\"zeilen\">\n      <div class=\"zeile\"><h3 class=\"lead\">Who gets interviewed?<\/h3><p class=\"a\">Someone who recently bought and used your product for the first time, or something that, from the customer\u2019s point of view, is an alternative to it, even from a completely different product category. As a rule, it isn\u2019t a long-standing customer. There are exceptions, if they close a specific gap in your knowledge. The first purchase in particular shows what makes someone act in the first place. If the person bought elsewhere, they show you why they didn\u2019t choose you. And anyone who has since switched or given up again shows you where things got stuck. In the alignment call, we decide with you which profile will be most revealing.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Does the interviewee find out who commissioned us?<\/h3><p class=\"a\">Only if you want them to. If you don\u2019t want to be named or recognisable, you stay anonymous. We\u2019ve done that many times. If the invitation comes from you, for example to someone from your customer base, the person naturally knows who it\u2019s from.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Can the interview be held in another language?<\/h3><p class=\"a\">Yes. We work in English, German and Spanish, in any direction: the interview in your buyer\u2019s language, the Finding in yours.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">What if the interview only confirms what I already thought?<\/h3><p class=\"a\">Then you know that your assumption holds, backed by a specific moment in the conversation. That\u2019s exactly what the Finding is for: knowing before you commit budget. You keep the Finding, which is why there\u2019s no refund. What we promise is the person. If they don\u2019t fit the profile we defined with you, and we searched for them, we conduct a second interview at no extra charge.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Do I get the list of questions in advance?<\/h3><p class=\"a\">No, because there isn\u2019t one. We reconstruct a decision; we don\u2019t work through a list. The next question follows from the last answer, along your interviewee\u2019s story. Pre-written questions would carry your assumptions into the conversation, and those are exactly what we want to test. What you see beforehand and agree with us: the phases of the conversation, the topics that will definitely come up, and everything that must not come up.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">How do I make sure my questions get answered?<\/h3><p class=\"a\">Through your assumption list. It is our checklist: in the Finding, every assumption gets a verdict \u2013 holds, doesn\u2019t hold or open. We just don\u2019t ask about them directly, because a question like \u2018Was the advice important to you?\u2019 already puts the answer in their mouth.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">How do I know the questions were asked properly?<\/h3><p class=\"a\">With your interviewee\u2019s consent, you can listen in silently, and you get the transcript. You don\u2019t see the questions beforehand, but afterwards you see every single one. Every statement in the Finding is tied to the exact point in the conversation it comes from.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Our compliance team needs a document in advance.<\/h3><p class=\"a\">Then you get the conversation outline with phases, topics, no-go areas, consent and how the data is handled. Not a list of questions, because that would devalue the Finding.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Why not go straight to the sprint?<\/h3><p class=\"a\">You can. If you already know you need the pattern, the sprint is the direct route. The Finding is for the moment before that: when you want to see in one case whether your assumptions hold and how we work, before you decide on the investment in the sprint. And if you go further within 30 days of the results call, you haven\u2019t paid for anything twice. <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/jtbd-return-on-investment-roce-unternehmenswert\/\">A short calculation shows whether the sprint then pays off for you (in German).<\/a><\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">What\u2019s the difference from the Positioning Assessment?<\/h3><p class=\"a\">The Positioning Assessment measures from the outside whether answer engines name you when your market asks. The Buying-Reason Finding asks about the purchase itself: why someone buys your product, or an alternative to it, for the first time. Same price, different question. So you choose by the question that is costing you more right now.<\/p><\/div>\n      <div class=\"zeile\"><h3 class=\"lead\">Can\u2019t I do this myself?<\/h3><p class=\"a\">You can. And anyone who talks to customers themselves learns a lot; we\u2019d never advise against it. If you want to master it, our training is the better route. The Finding is for when a decision is coming up and you don\u2019t want to burn a contact: one conversation, led by someone who has nothing to sell the person, and checked against a list that was fixed beforehand.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 8 Price -->\n<section class=\"abschnitt invest weiss fb\" id=\"anfragen\">\n  <div class=\"wrap\">\n    <div class=\"raster\">\n      <h2>Book the Buying-Reason Finding<\/h2>\n      <div class=\"einl\"><p class=\"zahl\">\u20ac1,900<\/p><p class=\"u klein\">net, fixed price \u00b7 for customers in Germany: \u20ac2,261.00 including 19% VAT \u00b7 analysis and documentation two working days after the interview \u00b7 payment on booking \u00b7 you choose the date for the alignment call in the same step.<\/p><\/div>\n      <div class=\"einl2\"><p class=\"body\">Do the maths: what does a development cycle, a campaign or a relaunch cost you if it rests on the wrong assumption? The Finding sits just before that point.<\/p><\/div>\n    <\/div>\n    <h3 class=\"lead satz\"><b>When the fixed price drops to zero.<\/b><\/h3>\n    <table class=\"kb-tabelle preis\">\n      <colgroup><col class=\"c1\"><col class=\"c2\"><\/colgroup>\n      <thead><tr><th>If \u2026<\/th><th>What you pay<\/th><\/tr><\/thead>\n      <tbody>\n        <tr><td data-l=\"If \u2026\">you commission the sprint within 30 days of the results call<\/td><td class=\"urteil\" data-l=\"What you pay\">\u20ac0 extra. The fixed price is credited in full.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">no suitable person is found within 30 days of the alignment call, even though we are searching<\/td><td class=\"urteil\" data-l=\"What you pay\">\u20ac0 for the Finding. We convert your booking into a Positioning Assessment or refund the amount. Which of the two is up to you.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">you search yourself and nobody agrees within 30 days<\/td><td class=\"urteil\" data-l=\"What you pay\">\u20ac0 for the Finding. You get a Positioning Assessment.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">the person doesn\u2019t fit the profile we defined with you, and we searched for them<\/td><td class=\"urteil\" data-l=\"What you pay\">The fixed price, once. The second interview is on us.<\/td><\/tr>\n        <tr><td data-l=\"If \u2026\">you take the Finding and leave it at that<\/td><td class=\"urteil\" data-l=\"What you pay\">The fixed price. The Finding is yours.<\/td><\/tr>\n      <\/tbody>\n    <\/table>\n    <p class=\"lead satz\">In short: <b>the fixed price only stays on the bill if you have your Finding and go no further. Then you know what you previously only believed.<\/b><\/p>\n    <div class=\"raster kb-kauf\">\n      <div class=\"l\">\n        <p class=\"klein\">This offer is for businesses only. For business customers in other EU countries, we invoice without German VAT \u2013 just drop us a line instead of booking here.<\/p>\n      <\/div>\n      <div class=\"r\">\n        <div class=\"cta\"><a class=\"knopf\" href=\"https:\/\/cal.com\/peterrochel\/buying-reason-finding\">Book the Buying-Reason Finding<\/a><\/div>\n        <p class=\"body\">Prefer to pay by invoice? Write to us at <a class=\"textlink\" href=\"mailto:jtbd@oberwasser-consulting.de\">jtbd@oberwasser-consulting.de<\/a>.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n<!-- 12 Close -->\n<section class=\"schlussteil navy fb kb-schmal\">\n  <div class=\"wrap\">\n    <div class=\"wege\">\n      <div><b>Want to know first whether answer engines name you?<\/b><p><a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/en\/positioning-assessment\/\">See the Positioning Assessment \u2192<\/a><\/p><\/div>\n      <div><b>Not ready yet?<\/b><p>Then start by reading along: <a class=\"textlink\" href=\"https:\/\/oberwasser-consulting.de\/oc-radar\/\">The OC Radar (in German)<\/a> \u2013 a short email every two weeks, unsubscribe with one click.<\/p><\/div>\n    <\/div>\n  <\/div>\n<\/section>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Buying-Reason Finding What if the buyer issomeone you\u2019d written off? Your assumptions on one sheet. Next to them, a real purchase \u2013 from you or elsewhere \u2013 told in an interview. You see which of them hold. One case shows a direction, sometimes one nobody saw coming. Only the sprint shows the pattern. Show me [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"Buying-Reason Finding: why do your customers really buy?","_yoast_wpseo_metadesc":"What if the buyer is someone you\u2019d written off? One real purchase, told in an interview and set against your assumptions. You see what holds.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"Buying-Reason Finding: why do your customers really buy?","_yoast_wpseo_opengraph-description":"What if the buyer is someone you\u2019d written off? One real purchase, told in an interview and set against your assumptions. 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