PAT BERRY — DIRECT SALES COMPANION
CHAPTER 7: Who you serve
Starter worksheet for review — October 19, 2026

Describe a situation you can help with. A useful profile tells you where to listen and when your offer is a poor fit; it is not a license to stereotype people.

1. List a real need, the event that makes it urgent, and the language people use to describe it.
2. Name disqualifiers: needs you cannot serve, unsupported expectations, or timing you cannot meet.
3. Use public research to form questions. Check original sources and dates before repeating a fact.

Direct Sales application
Print the profile and use it as a listening guide. Separate customer fit from opportunity interest.

Ideal customer profile
Situation or need:
_______________________________________________________

Trigger:
_______________________________________________________

Their words:
_______________________________________________________

What good looks like:
_______________________________________________________

Where they look for help:
_______________________________________________________

Questions to ask:
_______________________________________________________

Poor fit signs:
_______________________________________________________

Sources and dates:
_______________________________________________________

Use verified facts. Personalize examples. Keep private customer records in your own secure system.