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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  March 14, 2017

Do You Serve All Your Buyers?

Do You Serve All Your Buyers?

Have you ever searched for one thing and found something even better? That’s what happened to me when I found this Entrepreneur article about marketing channels.

There are some good ideas here about where to pay to play. Check out the second section about the audience, though. There’s a major distinction here between folks who know they have a problem and those impulse buyers. This point goes beyond driving traffic; too many thought leaders assume buyers know their problem and will reach out when they are ready to invest (guilty as charged). Ask yourself:

  • Do my buyers purchase on impulse? My take: This happens more than you realize. The key is knowing what problems are small enough to justify an impulse purchase without cannibalizing the bigger solutions.

Listen: Learn about the 2 types of impulse buyers


  • How do my buyers justify a purchase? Given all the free ideas and help out there, this question is not easily answered. For example, do they pay for convenience? If so, how do you make something easy? Take a look around and figure out what your buyers can get for free and what are they willing to pay for.

Too many of us focus on the free education, then skip over to the big solution. By having options in the middle, you can create income streams that leverage your thought leadership. Just sayin’.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.