A surveyor setting up a level beside a bulldozer

A short definition
of worth pursuing.

The buy box is the set of criteria your team uses to decide whether a prospect is worth pursuing. We agree it before outreach begins, so both sides judge every conversation the same way.

Agreed: Before outreach begins
Applied by: Your team, after each call
Core tests: Four, plus essential conditions

01 / The four core tests

Four questions
for every prospect.

Genuine interest

The prospect wants to explore what you offer, not simply to be polite on a call.

Financial ability

The prospect can afford to buy what you sell, on terms that work for you.

Sufficient size

The opportunity is large enough to be worth your team’s time and attention.

Serviceability

You can deliver what the prospect needs, where and when they need it.

02 / Essential conditions

Add only what
truly matters.

Most businesses have a few conditions of their own, such as a service area, a type of transaction, or a firm limit on what they can provide. These belong in the buy box.

A longer checklist is not a better one. Every condition narrows the market, so each one should earn its place.

03 / A good buy box

What makes the
definition work.

It can be applied on the first call

Your team can reach a decision during or soon after the conversation.

It gives the same answer twice

Two people looking at the same record should reach the same conclusion.

It names who decides

A named person on your team gives the approval, so decisions are consistent.

It explains rejections

A rejection identifies which condition was not met, so the next round can improve.

04 / Agreeing it

Drafted from
your own history.

We draft the buy box during diligence, based on the clients you have won, the ones you declined, and why. Your team reviews and adjusts it, and the agreed version is recorded in the scope.

If the evidence later shows a condition needs to change, we agree the change with you before it applies. See what counts.