Choose Your Buyer
You're putting in the effort. Why isn't it bringing in the business you expected?
You've made sales. You know people will pay for what you do. But when you try to bring in more business, it's harder to tell what needs to change. Through Choose Your Buyer, I work with you to examine your sales, enquiries and opportunities so you can decide where your time and money should go next.
Led by Taonga Grace, founder of InnoGen Movement Global, with nine years of experience across entrepreneurship, innovation and consulting.
The short version
For
Service-based founders who have already made sales and are trying to get more business.
The work
Four weekly sessions, one-to-one, working from your existing sales, enquiries and lost opportunities.
You leave with
A written decision record: the buyer or opportunity to focus on, what supports it, and the next 30-day test.
Time
Four weeks. Sessions of about 60–90 minutes, with evidence work in between.
Sound familiar?
You have things you could try. Which deserve the effort?
Perhaps you've been posting, networking or reaching out to potential clients, but the results haven't matched what you expected. People enquire, then disappear. You've had good clients, but you're unsure what brought them to you or how to find more like them.
Or there are several opportunities in front of you. Each seems promising, but pursuing them all would spread your time and money too thin.
You could change your messaging, adjust your offer or try another channel. Maybe that would help. Before committing, you want a stronger basis for deciding what to keep, what to change and where to focus.
The approach
A sale tells you someone bought. There is more to understand.
What was happening when they decided to buy? What mattered enough for them to act? Why did another person enquire and never go further?
There is a difference between the thing that happened and the story we tell ourselves about the thing that happened.
A referral might look like evidence that you should invest more in networking. An unsuccessful offer might seem to mean you chose the wrong audience. Those explanations may be right. We need to look closely enough to know what supports them.
I start with your actual business: the customers you've served, conversations you've had, opportunities you've pursued and what happened afterwards. Together, we look for patterns, question the explanations and identify what still needs investigating.
Sometimes that points towards a different buyer. Sometimes it reveals a qualification problem, an offer that needs adjusting or a promising direction that deserves more attention.
The decision comes from what we find.
Client example
More opportunities were only part of the picture.
One Choose Your Buyer client runs a premium sourcing and concierge business. She had clients, relationships, expertise and access to opportunities. She wanted those ingredients to produce a stronger commercial result.
Sourcing requests could involve substantial work and use of her network before it was clear whether they would lead to a purchase. As we examined those enquiries, qualification became an important part of the investigation.
She developed a structured sourcing-request process covering the brief, budget, timeline, purchase readiness, fees and expectations. It gives her a way to assess whether a request deserves that investment before committing substantial effort.
"I'm putting much better systems, boundaries and processes in place around the opportunities I do receive, rather than continuing to work in a way that can consume a huge amount of time without necessarily producing a commercial return."
"I genuinely didn't know this was one of the things I needed when we started. I just knew I needed a different outcome."
The offer
Choose Your Buyer
Four weeks to investigate your business and decide what deserves focus next.
Choose Your Buyer is a one-to-one engagement for service-based founders who have already made sales and are facing a decision about how to get more business.
We work through four live sessions of approximately 60–90 minutes. The first session is your kickoff. Between sessions, you investigate specific questions in your business, and I review what you find before we meet again.
The four weeks give us a structure. The questions and work adapt to what your evidence reveals.
Week 1
What actually needs investigating?
We unpack what you expected to happen, what has happened and the decisions you're considering. From there, we identify the question that most needs answering and the evidence available to help us answer it.
Week 2
What is driving the buying decision?
We examine real transactions, enquiries and conversations. Depending on your business, that might mean understanding what triggered a purchase, why interest did not convert or whether the person benefiting from your work is also the person willing and able to pay.
Week 3
Where should you focus?
We develop a working view of the buyer or opportunity that deserves attention, the situation in which buying becomes more likely and the value that appears to matter. We make clear what supports that direction and what remains an assumption.
Week 4
What do you do with that decision?
We turn the learning into priorities and a practical next test. We identify what you will pursue, what you will leave for now and what you need to see before deciding to continue, adjust or drop the direction.
The work between sessions
The next session builds on what you discover.
After each call, I identify what we need to understand before the next decision. Depending on what surfaces, you might review previous enquiries, speak to customers, examine lost opportunities or test an assumption.
You send your work approximately two to three days before our next session. I review it and prepare around the patterns, gaps and questions it raises.
That preparation lets us spend our time together interpreting what you found, challenging assumptions and moving the decision forward.
What you leave with
Your written decision record.
We bring the learning together in a concise record you can refer to as you act. It captures:
- —The buyer or opportunity you will prioritise, and the evidence supporting that direction.
- —What remains an assumption or unanswered question.
- —The opportunities you are leaving aside for now, and why.
- —Your next commercial test and practical steps for approximately the next 30 days.
- —What you will look for when deciding whether to continue, adjust or drop the direction.
The record reflects what we have learned about your business. Where the evidence is insufficient, it makes that uncertainty explicit and identifies what needs investigating next.
From the work
What clients are seeing differently.
"It just may take us in a whole different direction, to be honest with you."
What surfaced: The work exposed a mismatch between the audience she had been focusing on and the buyers more likely to have both the urgency and ability to pay.
Earlier InnoGen work
Choose Your Buyer is a newer offer, but the work builds on years of helping founders examine assumptions, understand their customers and make clearer business decisions.
"Before I joined I was confused on how to identify my target audience, this affected my sales and marketing. This helped me know who I am marketing to and how to use this information."
"I was struggling with clarity in my Event Planning business. I thought all was well until I had to see things from a different level. After the course I can confidently say I have clarity."
See if Choose Your Buyer is the right fit
Tell me about your business, what you have already tried and the decision you are facing. I review every enquiry before suggesting a conversation about working together.
I personally review every enquiry and will get back to you within two business days.
What happens next
1
You send the enquiry
About 5 minutes. No call, no obligation.
2
I read it myself
I check whether Choose Your Buyer is the useful next step for your business.
3
We arrange a conversation
If it looks like a fit, I suggest a time to talk it through before you commit to anything.
About Taonga
I'm Taonga Grace.
A recurring part of my work has been helping people make sense of a complex problem before committing more resources to a solution.
Over nine years, I've worked across entrepreneurship, innovation, customer discovery, consulting and human-centred design. A significant part of that experience was at BongoHive, including as Manager, Innovation Consulting.
There, I managed a growing team and worked across approximately 15 consulting and innovation projects spanning sectors including financial services, telecommunications, agriculture, public health and academia.
The work involved research, problem framing, programme design and facilitation: asking useful questions, bringing structure to what we learned and helping people move towards a practical decision.
Through InnoGen Movement Global, I bring those capabilities to founders making decisions about their own businesses.
You know the business from the inside. I work alongside you to examine the evidence, question the interpretation and help you decide what deserves attention next.
Fit
Is this the right work for your business?
Choose Your Buyer is likely to be useful if you run a service-based business, have already had paying customers and are actively trying to get more business.
There is a decision you cannot yet make comfortably. Perhaps you are unsure which buyers to pursue, which opportunity is worth the effort or whether to preserve your current direction or change it.
You also need to be willing to examine what has happened and do the work between sessions. Some answers will require further conversations or a market test.
If your immediate need is marketing execution, licensing support or basic help starting a business, a different service may be more useful. The enquiry helps us assess that before you commit.
Questions
Frequently asked questions.
Why wouldn't I just do more marketing?+
More marketing can bring more attention to your business. The question is what you want that attention to produce, and whether your experience supports the buyers, offer and sales process you are investing in.
If enquiries arrive but rarely convert, we need to understand what happens between interest and purchase. If some customers buy readily and return, that may give you a useful direction to pursue.
Choose Your Buyer helps you investigate those patterns before committing more resources. The decision may be to increase your marketing, with a clearer reason for where and why.
Is this mainly about choosing an ideal customer?+
The buyer matters, but a profile alone does not explain a purchase. We also examine the situation that prompted action, what the buyer valued, how the opportunity reached you and whether it was commercially worthwhile. The aim is a decision you can use in your business.
Do I have enough evidence?+
You do not need a sophisticated CRM or a perfect dataset. Evidence can come from previous sales, messages, proposals, referrals, customer conversations and unsuccessful enquiries.
What matters is whether there is enough relevant material to investigate your question, or a realistic way to gather it. We assess this before starting.
What am I paying for beyond the four calls?+
The engagement includes my review of your work before each session, analysis of the patterns and gaps, and preparation around the decision we are trying to reach.
You receive specific work to investigate what remains uncertain. We bring the learning together in your written decision record, including your next test and what to look for as you act.
How much time will I need between sessions?+
You will need time to gather information, reflect on what we find and sometimes speak to customers or test something in the market. The amount depends on the investigation.
We discuss your capacity at the start so the work is realistic within four weeks.
Will this get me more clients?+
The purpose is to help you make a better-supported decision about how to pursue more business. Sales depend on what you implement and how the market responds. This engagement does not guarantee clients or revenue.
What happens after the four weeks?+
You leave with a direction to act on and evidence to watch as you test it. InnoGen's approach is to decide, act, learn from what happens and make the next decision.
Any further work together would be discussed separately; it is not included in this engagement.
Before you commit more effort, let's look at the decision you're facing.
Tell me what you sell, what you've tried and what you're unsure about. I'll review whether Choose Your Buyer is a useful next step for your business.
Four weeks, one-to-one
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