Your Best Buyer (Klassic Kern)

Behold - the critical process of identifying your **Best Buyer**.

Finding the right customer is more about their specific characteristics and mindsets than just the product itself. Narrow your focus to the clients who will provide the highest return with the least friction.

Key Concepts & Definitions

Your Best Payday: The specific activity or deliverable you provide that scores highest (on a scale of 1–5) across five criteria: high net profit, energizing to perform, easy to sell, easy to fulfill, and sustainable.

Your Best Price: Also referred to as the "perfect price," this is the amount you *want* to be paid for your service, assuming your best buyer is comfortable paying it.

The "Pay After Results" Challenge: A mental exercise where you determine what traits a client must have for you to agree to be paid only after they see results.

Profile of a Best Buyer

Frank Kern uses his own "Private Client Group" as an example to illustrate the three types of criteria needed to identify a top-tier customer:

1. Relevant Characteristics

These are the tangible traits a client must possess to ensure success:

Successful Business Owner: They must already have an established business, rather than being a beginner or corporate executive.

Has "Hit a Ceiling: They want to grow but are currently overwhelmed by too many projects or staff.

Deployable Assets: They should already have existing traffic, a customer list, an email list, or a social media following (momentum).

2. Shared Mindsets

Success requires being mentally aligned with your client. Kern looks for:

Lover of Direct Response Marketing: hey must view advertising as an opportunity and an investment, not an expense.

Abundance Thinker: They expect good things to happen and are willing to invest a dollar to get two dollars back.

Lover of Elegant Simplicity: They believe in the "1% principle"—that a tiny fraction of activities drives the majority of results—and want to strip away the "fat" from their business. ---