Will They Pay? How To Find Your Real Buyers
If you're wondering why no one is buying what you're selling, or you simply want to master the skill of how you test and understand willingness to pay then this workshop is for you.
You probably hear a lot that 'enthusiasm is not validation' and 'someone telling you "that's a great idea" is not the same as someone reaching for their wallet', but how do you actually go about trying to understand if someone will willingly open up their wallet to pay for your product?
It's a question that we see trip Founders up all the time and it's not a difficult skill to learn and it's one you can use and apply forever.
This 3-hour workshop teaches you the framework you need to identify your real buyer and understand their true willingness to pay, whether you're validating an idea before you build or you've already launched and need to know why no one's converting.
You'll learn how to:
Identify who your real buyer is (not just your user)
Design a willingness-to-pay test that surfaces genuine commercial signals, not polite encouragement
Interpret the evidence and make a confident GO/PIVOT/STOP decision
What you'll walk away with:
A buyer identification map you built yourself showing who actually pays for something like yours (and why that might not be the person you've been talking to)
A test plan you designed to reach real buyers and test willingness to pay in days, not months
A discussion guide built to surface buying intent, not polite interest
A decision-making framework for interpreting WTP signals and making clear GO/PIVOT/STOP calls
The knowledge of how you can adapt these for any scenario where you need to understanding pricing
Access to the tools and templates you need to succeed for as long as you want them
This workshop is for you if:
You have an idea or a product and you need to find out whether people will actually pay for it
People say they like your product , but nobody's actually buying and you don't know why
You're getting interest and engagement but no money is coming in
You aren't sure if your user and your buyer are the same person or not
You're burning cash on marketing to the wrong audience - and you know it's not working because you're not seeing sales
You need to find product-market fit before you run out of runway (financial, emotional, social)
You want to learn this easily transferable skill to test this even if you don't have an idea yet
The real outcome: You'll stop confusing interest with intent. You'll know exactly who your buyer is, why people aren't converting, and how to test willingness to pay before you waste months (or your entire runway) building for the wrong audience or talking to people who can't say yes.
Details: 3 hours, online, $99.
Part of Kill Your Idea Month at The Product Bus. Interest is not validation. Willingness to pay is.