Like stroking a cat in a box
Apr 24, 2026
“We’re busy… but things aren’t really moving.”
I hear this quite a bit
Plenty going on. Loads of conversations. But deals don’t progress as you’d expect
The problem isn't effort... it's alignment
Your team is following a sales process…
... while your customer is following a buying process.
They don’t always line up
So your team pushes forward while the customer is still figuring things out
You're trying to achieve different things and that gap creates friction
Over time, that friction makes sales feel harder than it should
Because progress isn’t driven by activity... it’s driven by shared understanding
This is where structure helps
One the VALUE Framework gives
🔸 Validate = right opportunities
Make sure the customer is ready to move, not just willing to talk
🔸 Align = right research
Understand where they are in their thinking, not where your process says they should be
🔸 Leverage = right conversations
Help them work things out, rather than pushing them forward
🔸 Underpin = right solutions
Introduce solutions when they are ready to evaluate, not before
🔸 Evolve = right outcomes
Stay connected as their decision develops, not just as your pipeline advances.
When sales and buying processes align, friction drops
And when friction drops progress tends to take care of itself
Much easier
Much more pleasant
Like stroking a cat in a box
(I can't give you Luna but I can the VALUE Framework... including in a way where results are guaranteed)
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