Free commercial evidence tool

Willingness-to-Pay Evidence Ladder

Identify the strongest customer commitment you have actually observed and the next test needed to move from interest towards payment.

What is your strongest observed signal?Level 0 · ComplimentA customer says the idea sounds useful.Level 1 · Stated intentThey say they would try or buy it in the future.Level 2 · Contact commitmentThey share details, book a meeting or request follow-up.Level 3 · Time or dataThey provide staff time, examples, data or workflow access.Level 4 · Budget processA buyer discusses a real budget, approval threshold or proposal.Level 5 · Paid pilot or depositThey pay for a pilot, implementation, reservation or deposit.Level 6 · Repeat purchase or renewalThey continue paying, renew, expand or refer another buyer.

Strengthen the signal without pressuring the customer

Use a real decision

Discuss the current workflow, budget and last comparable purchase.

Make the offer concrete

Define scope, price, responsibilities, outcome and decision date.

Record what happened

Separate the customer’s action from your interpretation of it.

Design a paid pilot What counts as demand evidence?Map the buying committee