Here's to the easy life

I keep seeing the same patterns

Different companies and different sectors

Similar challenges

- Deals start late
- Conversations are too low level
- Leading with product

And then the same question comes up

“Why are we being pushed on price?”

It’s not usually because of the product or offer

Most of the teams I work with have strong capability

Good people. Solid intent

What’s often missing is alignment

Not just with the customer. But with how buying actually happens now

Customers arrive informed. They’ve already done a fair amount of the thinking

What they struggle with tends to be something else.

- Risk
- Clarity
- Confidence in the decision

That’s how the best selling works now

Not as persuasion. More as decision support.

That shift changes things so you

▪️ get involved earlier

▪️ talk about the problem before the solution

▪️ spend more time understanding than explaining

▪️ help the customer get better clarity

▪️ accept that not every opportunity is worth chasing

It’s not dramatic. But it is different


Structure helps makes the right approach consistent

Something the VALUE Framework provides

🔸 Validate = right opportunities
Stop chasing everything. Focus where you can genuinely add value

🔸 Align = right research
Understand what’s driving the decision, not just what’s being asked for

🔸 Leverage = right conversations
Help customers think things through, not just hear about your offer

🔸 Underpin = right solutions
Connect what you do to what matters, clearly and simply

🔸 Evolve = right outcomes
Stay involved long enough to see the decision work


None of this is particularly new

But it’s easy to drift away from it

And when that happens, sales starts to feel harder than it should

When it doesn’t, things tend to move

Not because you push harder... but because you’re more closely aligned with how decisions actually get made

I like to think I make people's lives easier

Especially at a time when things feel tougher all round

Don't we all fancy an easier life?