FIND
Can the right customer discover enough accurate information about you?
A practical guide for owners & commercial leaders
BEFORE
THEY CALL YOU
How AI is changing the buying journey before you ever speak to the customer.
This is not a book about AI. It is a book about buying — and about the part of the buying journey most organisations still cannot see.
Kindle available nowBuy on Amazon ↗Paperback coming soon
The invisible buying journey
The customer may already be deciding before you know they exist.
Buyers can use search, AI assistants, reviews, comparison tools, public records, colleagues and your own website to investigate you long before anyone becomes a lead. The interface changes. The buying questions do not.
UNDERSTAND
Can an outsider accurately explain what you do, who you are for and why you matter?
VERIFY
Can a cautious buyer substantiate the claims that influence the decision?
SHORTLIST
Can they see why you fit their situation better than a credible alternative?
ACT
Once convinced, can they progress without unnecessary friction?
The argument
The objective is not to become “good at AI.” It is to make it easier for the right customer to make a confident buying decision.
AI matters because it changes the economics of research. Asking another question is cheap. Comparing three providers takes seconds. Buyers can add constraints, test claims and narrow a shortlist without speaking to anyone.
That makes public commercial truth more important: what you do, who you are for, what can be proved, why you are different, what the trade-offs are and what happens next.
The book turns that idea into a practical operating system rather than another set of tactics for chasing an algorithm.
Inside the book
A field guide, not a trend report.
The book starts with a 60-minute Buyer Readiness Check, then works through the full buying journey and finishes with a practical 30-day sprint, tools and prompt patterns.
What it covers
- Define the commercial outcome before optimising anything
- Map the invisible buyer journey
- Build buyer questions instead of chasing keywords
- Audit FIND, UNDERSTAND, VERIFY, SHORTLIST and ACT
- Create a Business Facts Sheet and Proof Ledger
- Compare your business against credible alternatives
- Remove friction before and after the first conversation
- Turn gaps into commercial hypotheses, not opinions
- Retest without inventing a meaningless AI score
- Run a 30-day Buyer Readiness Sprint
- Use practical toolkits and prompt patterns
- Apply the method across small businesses and larger commercial teams
See it on your own business
Turn the framework into a live check.
Enter your website and the free Buyer Readiness Check will show what a prospective buyer can quickly understand — and where they may have to work harder.
Why I wrote it
I wanted something durable enough to outlive the current AI acronyms.
There is already plenty being written about AEO, GEO, AI SEO and whatever label comes next. Some of it is useful. But the commercial question underneath is older and more important: can a customer find enough accurate information, understand the proposition, verify what matters, justify a shortlist and take the next step?
My career has crossed both sides of that table — procurement, enterprise sales, P&L ownership, pricing, forecasting, commercial strategy and building new things. Buyer Readiness is an attempt to turn that perspective into something practical.