When we reach the final stretch in deal negotiations, there is a tendency to rush, to win and get the agreement signed.

Very often, at this stage, I’ve noticed that sales executives focus on the finish line and not on value realization for the customer.

How are you addressing the gap between their commitment now, and when they realize the value?

What is their roadmap to value realization that both of you have co-created?

When this roadmap isn’t designed, you may sign the agreement, but very often the customer will be progressively dissatisfied and churn.

The pivot is – don’t look at just the deal commitment component.

Focus on the entire value creation and realization life cycle.

How does the value realization of the first deal create new value propositions for future deals?

It is a circular economy, constantly feeding you with revenue and the client with additional business value.

Customer lifecycle value is the secret sauce to set yourself up for long-term sustainable sales success.

How does your customer articulate their lifetime value with you?

Remember – In their success, lies yours. In your consistency lies their growth. In your commitment lies their value realization.

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