Your customer had already decided
May 28, 2026
You ever get the sense a customer isn’t quite sure what they want?
Things feel a bit vague
Direction changes
'Good' is hard to define
That’s not unusual... it's normally a sign they’re still working it out
The challenge now is that a lot of thinking happens before they ever speak to you
And sometimes without you altogether
So by the time things sound clear the shape of the solution is already forming and your ability to influence it is reduced
Not because of your product. But because of timing
The earlier you can engage in that thinking the more useful you become
Which works for all parties... because clarity isn’t something you just present
It’s something you help build together
This is where structure helps. Like the VALUE Framework
🔸 Validate = right opportunities
Look for situations where the problem is still being shaped, not already defined
🔸 Align = right research
Understand how they’re currently thinking, not just what they’ve written down
🔸 Leverage = right conversation
Ask questions that help them clarify what “good” actually looks like
🔸 Underpin = right solutions
Position solutions once the problem is properly understood
🔸 Evolve = right outcomes
Stay involved as their thinking develops into a decision
When you’re part of that early thinking, you don’t need to force relevance as you’ve already helped create it
How are you helping shape decisions?
Are you ready to increase your sales?
The Collaborative Selling Scorecard has been designed to show sales professionals their blind spots and provide instant, actionable steps on how to improve
It’s free and only takes 5 minutes
