You’ve had the conversation. Now you need to work out whether there’s a real opportunity here.
Not every problem is urgent. Not every prospect is a good fit. And not every problem is worth solving with your offer.
What is this toolkit about?
The Customer Opportunity Diagnostic helps you move from what the prospect has told you to a clearer picture of the opportunity.
You’ll examine:
- Their current situation
- The problem they’re experiencing
- The impact of the problem
- Where they want to get to
- What’s preventing them from getting there
- Why it matters now
- Whether your offer is relevant
Your goal isn’t to convince them they have a problem, but to understand the gap between where they are and where they want to be.
What problem does it solve?
You may hear: “Yes, i experience that problem.” But that doesn’t necessarily mean there’s a buying opportunity.
You need to understand: How serious is the gap? What is it costing them? Where do they want to be? And are they motivated to change?
When should I use it?
Use this toolkit after your customer conversation, before presenting your offer
What will I have when I'm done with the toolkit?
A Customer Opportunity Diagnosis showing:
- Current state
- Desired state
- The gap
- Impact
- Urgency
- Motivation
- Fit with your offer
How to use it
1. Understand the Current State
What’s happening now?
2. Define the Desired State
Where do they want to be?
3. Identify the Gap
What’s stopping them?
4. Assess the Opportunity
Is the gap important enough to act on?
5. Check the Fit
Can your offer genuinely help?
Don’t manufacture a gap just to make a sale. If there’s no meaningful opportunity, walk away.
Evunn Action Points (Recommended)
The Toolkit
Customer Opportunity Diagnostic Notion Template
Use the template to assess the real opportunity behind a customer’s problem before presenting your offer.
Open the Customer Opportunity Diagnostic below.
Your Completed Output after using the Toolkit
Save your:
- Opportunity Diagnosis: the customer’s current state, desired state and gap.
- Opportunity Assessment: the urgency, impact and fit with your offer.
What’s Next? Present & Close the Offer
You’ve established that there is a real opportunity.
Now it’s time to show the customer how your offer can help them close the gap, and move toward a decision.