01
Pain
What the buyer is really asking.
Product
Pain. proof. story. owner.
Convinced turns what your team knows into answers reps and sales agents can use.
The model
Short enough to say. Strong enough to defend.
Every answer carries the person, source, caveat, and date behind it.
02
Proof
The source that makes it safe to say.
03
Story
The customer example that actually fits.
04
Owner
The person who can vouch for it.
Example
Aster is wrong. Northstar is safe.
The customer story changes because the owner can vouch for it.
Northstar Foods
VP Customer Success
No revenue claim
Current this quarter
Design partners