There’s a strategy Fortune 500 sales teams are using to close bigger, faster deals without changing their core offer.

It’s called the ‘Plus One’ – and it’s transforming how our clients position their value.

What the ‘Plus One’ Strategy Actually Does

It’s a lens for thinking about your value proposition differently.

The question isn’t just “How good is our solution?”

The real question is: “What can we add that takes minimal effort on our side but creates exponential value for the customer?”

Let me give you some examples of how this plays out.

Say you’re in the business application software space.

Instead of just selling software, can you merge information technology with operational technology?

Can you create a blended offering that solves problems your competitors aren’t even addressing?

Or in management consulting where you’re delivering advisory services – what if your ‘Plus One’ was including digital transformation strategies as part of your core engagement?

The magic is in strategic bundling, not reinvention.

How We Build Plus One Strategies That Win

When working with clients on their Plus One strategy, we focus on two critical questions:

First: What existing capability can you provide that requires little incremental effort from you, but significantly amplifies the customer’s perceived value?

Look at what’s already in your ecosystem – your team’s expertise, your technology stack, your partner network. What assets are you sitting on that you’re not fully leveraging?

Second: What type of integration – horizontal or vertical – accelerates your customer’s results and competitive advantage?

In enterprise sales, speed to value is everything.

The vendor who helps the customer achieve outcomes faster usually wins. What can you integrate that compresses their timeline?

We understand something fundamental in sales: business value drives customer momentum.

In high-stakes deals, that little bit of extra value can be the difference between a signed contract and a lost opportunity.

When a customer sees you’re not just selling a product but delivering a complete solution that gets them to their goals faster – that changes the conversation entirely.

Before you finalize your Plus One, run it through these three lenses:

→ Value Proposition: Does this genuinely multiply what we deliver to customers?

→ Differentiation: Does this separate us from competition in ways that matter to decision-makers?

→ Additional Monetization: Can this justify premium pricing or create new revenue opportunities?

Your Plus One should check at least two of these boxes. Ideally all three.

What’s currently sitting in your organization – underutilized or unpackaged – that could become your Plus One?

What can you integrate or bundle that transforms your offering from good to indispensable?

This week, have that conversation with your team. Brainstorm the possibilities. Test the ideas with a few trusted customers.

Because the teams that win consistently aren’t always the ones with the best product.

They’re the ones who deliver the most complete value in the simplest way possible.

Looking forward to helping you win more.

Venkat

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