14 commercial decisions. One connected Blueprint.
A PRACTICAL WORKBOOK FOR BUSINESS FOUNDERS
Make It Easy to Buy
How to build a business customers understand, trust and choose.
Make clearer decisions about who you serve, what you offer and how customers buy. Work through 14 commercial decisions and bring them together in your Commercial Blueprint.
By Keith Flanagan
Already have the book? Get your free AI Prompt Pack →
ADVANCE PRAISE
“Keith has nailed the issue with his approach in his book, Make It Easy to Buy.”
Peter Irvine
Co-Founder, Gloria Jeans Coffees Australia
START WITH THE DECISIONS BEHIND THE BUSINESS
A great business can still be difficult to buy from.
You know the value of what you do. But can the right customers quickly understand it, trust it and see why it matters to them?
When your commercial decisions are unclear or disconnected, that uncertainty can show up in your message, your offer and the experience of buying from you.
01
Who is it for?
Be clear about the customers you choose to serve and the problem that matters to them.
02
Why choose you?
Connect your offer, its value and the evidence that helps customers trust you.
03
What happens next?
Make the path from first interest to buying and becoming a customer easier to understand.
THE PRACTICAL OUTCOME
Build your
Commercial Blueprint.
A clear, connected record of the decisions that shape how your business creates value, earns trust, attracts customers and grows.
Each decision creates a practical Blueprint Output. Together, they give you a reference point for your marketing, sales, customer experience and next steps.
Bring decisions out of your head and into one place.
Give your team a clearer direction.
Revisit your thinking as you learn from customers.
Make It Easy to Buy
YOUR WORKING DOCUMENT
Your Commercial
Blueprint
01 — Purpose & foundations
Business · Problem · Customer · Offer
02 — Commercial strategy
Value · Reputation · Trust · Pricing
03 — Commercial system
Discovery · Buying journey · Relationships
04 — Measure & improve
Measures · Next priorities
The Four Stages of your commercial blueprint
INSIDE THE WORKBOOK
14 decisions.
A clearer way forward.
Start with what you want to build. Then connect your customer, offer, value and buying experience before deciding what to measure and improve.
STAGE 1
Build on Purpose, Not by Accident
Why Am I Building This Business?
What Business Have I Chosen to Build?
What Problem Have I Chosen to Solve?
Who Is Our Ideal Customer?
What Will Be Our Signature Offer?
STAGE 2
Build Your Commercial Strategy
How Does Our Business Create Value?
What Do We Want Our Business to Be Known For?
How Will We Earn Our Customers’ Trust?
How Should We Price the Value We Create?
STAGE 3
Build the Commercial SystemBuild the Commercial System
How Will Our Ideal Customers Discover Us?
What Buying Journey Do We Want Our Customers to Experience?
How Will We Continue Creating Value After the Sale?
STAGE 3
Measure, Learn and Improve
How Will We Measure What Matters Most?
What Should We Improve Next?
A BOOK TO WORK THROUGH
Think it through. Write it down.
Put it to work.
Written mainly for founders with an existing business. Also useful if you are shaping an idea and ready to test your assumptions with potential customers.
1
Explore the Questions
Take one decision at a time. Use your experience, customer conversations and available evidence to develop your answers.
2
Challenge your thinking
Look for gaps and assumptions. If you choose, use the AI prompts to bring another perspective to your work.
3
Record your decision
Write your Blueprint Output, connect it to earlier decisions and return to it when new evidence gives you a reason to.
MAKE YOUR NEXT BUSINESS DECISIONS CLEARER
Start building your
Commercial Blueprint.
Get Make It Easy to Buy and work through the 14 decisions that shape how customers understand, trust and choose your business.
Make It Easy to Buy
Keith Flanagan · Paperback - Ebook
Already have the book? Get your free AI Prompt Pack →
FOR READERS OF THE BOOK
Less typing.
More useful thinking
Get the free AI Prompt Pack for Make It Easy to Buy.
Access all 14 AI Challenge prompts in a format you can copy and paste into your preferred AI tool. They are the same prompts you’ll find in the book, made easier to use alongside your own answers.
Use them to question assumptions, spot gaps and consider another perspective. The decisions remain yours.
FREE READER RESOURCE
Your AI Prompt Pack
All 14 AI Challenge prompts
Ready to copy and paste
Use alongside your workbook
ABOUT THE AUTHOR
Meet Keith Flanagan
Keith brings more than 25 years of sales leadership experience, including roles with IBM, Oracle and Lucent.
Through Get Your Sales Edge, he helps founders and business leaders clarify their commercial thinking and build stronger sales foundations.
Make It Easy to Buy brings that practical approach into a workbook you can use at your own pace, one decision at a time.
FREQUENTLY ASKED QUESTIONS
Who is this book for?
It is written mainly for founders with an existing business who want clearer, more connected commercial decisions. If you are starting a business, you can use the same framework while testing your assumptions with potential customers.
What will I create
You will work towards a Commercial Blueprint: a connected record of your 14 commercial decisions, with practical outputs you can revisit and use to guide your business.
Do I need to use AI?
No. You can work through the questions and record your decisions yourself. The AI prompts provide an optional way to challenge and review your thinking.
Does the AI prompt pack cost extra?
No. The pack is free for readers. It makes the book’s 14 AI Challenge prompts available to copy and paste.
Can I work through it at my own pace?
Yes. Take one decision at a time. Allow time to speak with customers, test assumptions and revisit earlier decisions when you learn something new.
YOUR BUSINESS. YOUR DECISIONS.
Make it easier for customers to choose you
Start with the decisions that shape their experience.
Build your Commercial Blueprint with Make It Easy to Buy.
Do you want help putting your Blueprint into practice?
When you are ready for support, Get Your Sales Edge can help you turn clearer decisions inot practical action.
Explore Get Your Sales Edge
Make It Easy to Buy
Published by Get Your Sales Edge
2026 Keith Flanagan