Easy 
Just add a new file, as follows:
/includes/extra_cart_actions/buy_now_by_model_number.php
Code:
<?php
/**
* Custom shopping Cart actions
*
* @package initSystem
* @copyright Copyright 2003-2011 Zen Cart Development Team
* @license http://www.zen-cart.com/license/2_0.txt GNU Public License V2.0
*/
if (!defined('IS_ADMIN_FLAG')) {
die('Illegal Access');
}
/**
* check whether an "action" has been set. And if m= is set but no products_id is set,
* then lookup products_id from products_model (m)
*/
if (isset($_GET['action']) && $_GET['action']=='buy_now' && isset($_GET['m']) && !isset($_GET['products_id']))
{
$sql= "select products_id from " . TABLE_PRODUCTS . " where products_model = :themodel: LIMIT 1";
$sql = $db->bindvars($sql, ':themodel:', $_GET['m'], 'string');
$lookup = $db->Execute($sql);
if ($lookup->RecordCount() == 1)
{
$_GET['products_id'] = $lookup->fields['products_id'];
unset($_GET['m']);
zen_redirect(zen_href_link($goto, zen_get_all_get_params('m')));
}
}
Now you can use URLs like this:
index.php?action=buy_now&m=THEMODELNUMBER
.. where THEMODELNUMBER is the case-sensitive model number assigned to your products_model field in your database's products table. (Same as the model number on the admin edit-product screen)