The Value Cycle.
Six stages the customer runs through, six interventions from the seller, three roles. Recognised across hundreds of real sales conversations.
The Value Cycle explained.
Why sales conversations stall and how the six stages create movement in the customer's decision.
Four modules. One continuous coaching line.
Explore the four examples and see how each call feeds preparation, feedback, coaching and follow-up.
What must this call achieve.
"You mentioned three customers who did not renew. Shall we put the actual cost next to it?"
Calculate what three lost renewals really cost, together.
Interactive example with fictional, anonymised data.
Three rings.
Direction, Diagnosis, Impact, Value, Commitment, Rhythm. The path the customer walks toward a decision, whether you steer it or not.
Framing, Deepening, Loading, Connecting, Deciding, Anchoring. What the seller does to help the customer move through each stage.
Connector, Insight Bringer, Direction Setter. The posture you work from.
The roles aren't tied to a stage. A good seller switches per moment: connecting where trust is missing, bringing insight where the customer is stuck, setting direction where the decision is waiting.
Three questions every customer asks themselves.
This is the lens we use to explain and measure the method. It is not a separate method.
Is this problem worth solving? Belongs to Direction, Diagnosis and Impact.
Is this the right solution, and the right party? Belongs to Value.
Why now? Belongs to Commitment and Rhythm.
One light per customer question.
- 1One light per customer question: green, orange or red.
- 2The hinge becomes visible: the moment the conversation turned.
- Problem acknowledged, with quoteGreen
- Impact in eurosHingeOrange
- Right solutionOrange
- Why nowRed
Where did this conversation turn?
Six lines from a quarterly review. Click the line where the deal got stuck.
Example conversation, fictional
See where a conversation turns
Click through the three moments. The hinge lights up with the note a Review adds.
We are looking around, so mainly we want to compare prices.
Fine, I will send you a proposal with our rates.
My director will need to look at it as well.
No problem. Can we sign before the end of the month?
Review noteThe seller asks for agreement while the decision maker is not yet in view. The Commitment phase is skipped.
We will let you know.
Great, I will call next week.
Deal friction check
Where does your deal get stuck?
Three clicks. No email needed. You see right away which phase of the Value Cycle needs attention.
01 / 03
Where does the conversation usually stall?
- 01Direction
- 02Diagnosis
- 03Impact
- 04Value
- 05Commitment
- 06Rhythm
Too expensive is not an objection, it's an address.
Every objection tells you which question the customer is still stuck on.
The customer doesn't yet see the problem as big enough.
The customer doubts the solution or the party.
The customer sees no reason to act now.
No concession without a trade.
A price is only fair when both sides get something back for it. If you give something, you get something back: volume, term, or a decision.