Customizing Sales Offers

Value Proposition is an essential term for PMs. But it's largely misunderstood. And everyone defines it differently. It doesn't help that the most popular canvas: - Focuses on multiple products - Lumps jobs, pains, and gains without explaining their connections - Doesn't clarify what gain/pain relief each feature addresses - Doesn’t mention existing alternatives or workarounds Recently, Aatir Abdul Rauf and I collaborated to bring some order. A good value proposition defines: 1. Who is the value for: Persona 2. Why is it important: Jobs to be Done 3. What before: Existing, problematic state (e.g., maintaining tasks in Excel) 4. How: Features and capabilities (e.g., Kanban board) 5. What after: The benefits and outcomes (e.g., organized tasks with clear deadlines, increased productivity) 6. Alternatives: your unique value, unique attributes, and optionally relative pricing vs. competitors and substitutes (often represented as a Value Curve). What I loved about this format is that it allows you to tell the story. Value propositions are great alignment tools for PMs, leadership, and cross-functional teams. They are also an essential part of your product strategy. If: - Your product solves specific problems way better than alternatives - You message it effectively - You can quickly and easily onboard your customers ("Aha moment") - Your product delivers the benefits promised Your customers will be unable to resist. --- Hope that helps. 🎁 A free template (Google Docs): https://lnkd.in/d59tbVJy --- P.S. You can download 30+ high-definition product infographics here (PDF): https://lnkd.in/d5bHGj5j And here, you can read our full post with case studies: https://lnkd.in/du9zcZDA

New: When folks are most likely to convert from trial-to-paid. It’s even earlier than I thought 👀 And it’s one of the best pieces of evidence I've seen in support of reverse trials. For B2B SaaS companies, about 5% of new trialists convert from free-to-paid within 6 months. (In B2C, it's closer to 20%.) Of these conversions: - HALF (!) happen within the first 7 days - 70% happen within the first 14 days - 90% happen within the first month - But only about 3% happen in months 3-6 The data comes from my friends at ChartMogul who looked at the GTM and conversion data of 2,500+ SaaS companies. Look, the immediate takeaway of this data is that you have a very narrow window to impress trial users. Usually within the first week -- if not sooner. My two cents about what to do with this data: re-engage signups post-trial! 1. Consider a 'reverse trial' -- letting folks downgrade to a freemium plan if they don't convert within the trial period. Why? This gives users more time to see value. It then creates additional conversion opportunities over time: users hit a CTA in the product, they run into a feature gate, they trip a usage limit. And they can become product-qualified leads for the sales team. In my recent State of B2B Monetization survey, still only 4% of software companies have a reverse trial. That's about one-tenth the rate of free trial/freemium. 2. Auto-extend free trials for accounts who reached an 'aha moment' but didn't buy. Why? In my experience, about 25-40% of new signups reach an 'aha moment' within their first week. But this data shows only about 5% of folks are buying. That leaves 20-35% of signups reaching and 'aha moment' and NOT buying! Depending on user signals, you could take a 'smart trial' approach to either (a) enforcing the trial time-limit, (b) extending the trial period and/or (c) collecting data on why they've decided not to buy. 3. Periodically re-open trial windows, especially around major milestones like new product releases or events. Why? Your product is constantly improving. Make sure lapsed trial users see that and have a chance to experience it firsthand! It's a cool report, I'll drop the link in the comments. #saas #ai #plg

Stop guessing your growth path. Map it instead with the Lean Canvas model. Last year a client was losing cash after a bad investment. Their Board wanted a clear plan, but management's ideas were scattered. Pressure rose as their cash runway shrank. I used a blank Lean Canvas and met with management. Box by box, we turned fuzzy thoughts into clear statements. In a few hours, the team could see the whole business on one page. A week later, decisions sped up, waste was cut, and revenue began increasing. The Board praised the new focus because just one sheet had replaced weeks of endless slides. 1. Start with the Problem box because pain fuels purchase: ⇀ List the top three headaches your market hates. ⇀ Ask customers for blunt complaints. ⇀ Rank pains by urgency and frequency.  ⇀ If the pain is weak, the plan is weak. 2. Name the Customer Segments who wake up with that pain: ⇀ Avoid lumping everyone together - be precise. ⇀ Describe one real person, not a demographic blur. ⇀ Note where they already search for help. ⇀ Specific faces drive focused solutions. 3. Your Unique Value Proposition attracts attention: ⇀ Write it like a headline your customer would repeat. ⇀ Highlight the biggest outcome, not features. ⇀ Short, clear value wins the click. ⇀ Keep it under ten words. 4. Now sketch your Solution: ⇀ Draft three bare-bones features solving each top pain. ⇀ Mockup screens or sketches quickly. ⇀ Show them to five prospects tomorrow. ⇀ Speed beats perfection in early design. 5. Channels tell you how messages travel to wallets: ⇀ Pick the two cheapest tests before buying ads. ⇀ Leverage existing communities and email lists. ⇀ Measure response time and cost per lead. ⇀ Cheap learning outruns expensive guessing. 6. Revenue Streams prove the idea can feed itself: ⇀ State exactly who pays, how much, and how often. ⇀ Compare price to the pain’s current cost. ⇀ Pilot a single pricing tier first. ⇀ Real cash beats hypothetical guesses. 7. Analyse Cost Structure for sustainability: ⇀ List the three largest costs and make them variable. ⇀ Negotiate monthly, not annual, contracts. ⇀ Lean costs preserve runway for learning. ⇀ Automate before hiring. 8. Key Metrics keep founders honest on progress: ⇀ Choose one north-star metric and two support numbers. ⇀ Link each metric to habit or revenue. ⇀ Track weekly in one simple dashboard. ⇀ What gets graphed gets fixed faster. 9. Finally, name your Unfair Advantage: ⇀ This is the asset rivals can’t match. ⇀ Lean on unique data, patents, or proven community. ⇀ Document founder expertise that speed cannot buy. ⇀ Without moats, margins leak. 10. Don't forget to summarise your high-level concept and identify early adopters too. Review our lean canvas model weekly to stay on track with your strategy. What's your favourite strategic model? ------- ♻️ Repost to help others in your network. Follow Jonathan Maharaj FCPA for more insights on accounting, finance and leadership.

Our most underestimated pricing tool? AI. It’s easy to assume that pricing is all about intuition or guesswork, but AI is transforming how businesses approach price optimization. However, AI isn’t a one-size-fits-all solution—it’s a tool that, when used right, can drive smarter, data-backed decisions. Here’s why AI matters for your pricing strategy: → Dynamic Adjustments AI helps businesses adjust pricing in real-time, responding to shifts in demand, market conditions, and competitor activity. It ensures prices are always competitive and aligned with the market. → Data-Driven Insights By analyzing large sets of data—like past sales, customer behavior, and trends—AI helps identify the best price points to maximize profit without alienating customers. → Personalized Pricing AI enables businesses to tailor prices to individual customer segments, increasing both loyalty and conversion rates while optimizing profit margins. → Simulated Scenarios AI allows companies to simulate different pricing strategies and predict their outcomes. This way, businesses can test new approaches without taking unnecessary risks. So, how can you leverage AI in pricing? → Start Small Begin by integrating AI tools that align with your existing pricing strategies, and gradually scale as you learn. → Combine AI with Human Insight AI is a powerful tool, but it needs human judgment to adapt to the nuances of the market and customer sentiment. → Embrace Dynamic Pricing Implement AI-powered dynamic pricing models that adjust in real-time based on factors like demand and competitor actions. AI isn’t just a trend—it’s a game changer for smarter pricing strategies. It’s time to stop guessing and start optimizing. How are you using AI to optimize your pricing strategy? Let’s talk!

Machine learning for dynamic pricing optimization offers businesses a competitive edge by enabling them to adjust prices in real-time, ensuring they remain responsive to market demands, customer behavior, and competition, ultimately maximizing revenue and profitability. Machine learning, a subset of AI, allows systems to learn from data and improve without explicit programming, identifying patterns and making predictions from historical data. In pricing optimization, it helps set prices strategically by considering demand, competition, costs, and customer perception. Fundamental data types used include sales history, market trends, competitor pricing, customer behavior, demographics, seasonality, and search trends. Standard algorithms, such as regression, decision trees, neural networks, clustering, and reinforcement learning, are applied to predict demand shifts. Dynamic pricing then adjusts prices in real-time, boosting revenue and competitiveness. For business implementation, ML models can be integrated with existing systems like sales, ERP, and CRM, allowing for real-time price adjustments. Challenges include maintaining high data quality, investing in technology and skills, and addressing ethical and regulatory concerns regarding dynamic pricing, customer perception, and compliance. #ai #MachineLearning #Pricing #CRO #COO

DLF, Godrej, Ganga Realty …. “500 sq. ft., 1000 sq. ft., 1 acre… these numbers & names echo in my ears more than ever. Did you know 70% of India’s wealth is in real estate? No wonder the industry is evolving faster than ever! Why is Real Estate the Wealth Magnet? With 70% of India’s wealth parked in real estate, the sector remains a high-confidence investment. As it is seen as a quick-return asset with strong long-term gains. Research backs it up : ✔ $1 trillion by 2030—That’s the projected size of India’s real estate market. It’s No Longer Just About Selling—It’s About Advising, Educating & Creating Trust Still a cup of tea with a tailored conversation wins hearts and money for sales consultants. The #1 Skill: Mastering High-Impact Conversations The real differentiator in real estate? Communication. Top professionals don’t just talk—they talk with impact. Here’s how to do it, backed by research from some of the best books on communication: Handling Tough Client Conversations (From “Crucial Conversations” by Patterson, Grenny, McMillan, Switzler) How to do it: • Before discussing a high-stakes deal, create psychological safety—start by stating mutual goals (e.g., “My goal is to help you find the best property at the best value”). • If a client is resistant, use contrasting (e.g., “I’m not saying you should rush; I’m saying I can help you explore the best options within your timeframe”). Making Your Pitch More Powerful (From “Talk Less, Say More” by Connie Dieken) How to do it: • Structure your pitch in three layers: • Intent: Why is this property a great fit • Impact: What value does it offer? • Call to Action: What should the client do next? • Use punchy, concise statements instead of long-winded explanations (e.g., instead of “This is a good investment because…”, say “This property has appreciated 15% in two years—here’s why it’s a smart buy.”). 3️⃣ Negotiating Like a Pro (From “Never Split the Difference” by Chris Voss) How to do it: • Use mirroring to make clients feel heard (repeat the last few words they say: Client: “I’m not sure about this area.” You: “Not sure about this area? What concerns you the most?”). • Apply the labeling technique to defuse objections (e.g., “It sounds like you’re worried about resale value—let’s explore the data on long-term appreciation here”). Why This Matters? Real estate success today isn’t just about having the best properties—it’s about having the best conversations. From chai-time deals to game-changing conversations— Cheers to my clients ❤️ I get to train top real estate pros on the art of selling without ‘selling’ What’s the trickiest client conversation you’ve ever had? Let’s hear it! #training #sales

During my time at Qwilr, I’ve seen THOUSANDS of proposals. Here are 4 proposal plays that the best sellers use to close deals: #1 Lead With Problems Start your proposal by articulating your prospects' problems, ideally in their own words. Using quotes from relevant stakeholders within their organisation will grab your buyers’ attention and show you understand their problems. This immediately demonstrates that this isn’t just a generic pitch – you actually understand them and are focused on their specific issues. Doing this also puts decision-makers in somewhat of a tricky situation. They must either… 1. Disregard the opinions of their team as incorrect 2. Acknowledge they’re facing a problem, but decide not to look for a solution 3. Look for a solution (which you are providing in the rest of your proposal) Most (good) leaders will opt for the latter and will read on to better understand your offering. #2 It's Easy to Digest You MUST ensure your proposal is clear, straightforward and easy to understand. Remember, the folks who will be reviewing your proposal are incredibly busy and don’t have time to decipher endless information, searching for what is relevant for them. If your offer is easy to understand, it’s easier to say yes to. Avoid dense walls of text, and use images, graphics and interactive elements to simplify complex ideas. Always steer away from jargon. While it might showcase a level of expertise, you have to keep in mind that it’s likely a number of people will review your proposal. You need to make sure that EVERYONE will buy in. #3 Make It Relevant Buyers want to know that you’ve helped organisations that look like them, or the type of organisation that they aspire to be. Making sure that your proposal speaks to your buyers’ industry, needs, challenges and objectives will increase the likelihood of engagement Build your case by including concrete data and case studies that resonate with your client’s situation. CAUTION: It can be tempting to litter your proposal with logos and quotations from your “biggest” clients. You should not (always) do this! Instead, focus on featuring logos of similar companies or aspirational peers, not just massive brands. Remember, just because a company is “big” to you, that doesn’t mean your client will care. They want to know you can help THEM! #4 Keep Next Steps Simple It’s essential that you break down your proposal into clear, actionable steps – giving your client a roadmap on how to proceed and what will happen when they sign. You should also educate your champion on how to position the proposal to the buying committee, arming them to sell internally. Meet with them and go through your proposal, asking what needs to be removed and added (for other stakeholders) and how they plan to share it more widely. Want to send proposals that impress buyers and close deals? Try Qwilr for free at https://getqwilr.com

In the clutter of D2C brands, customization can make you win. Last weekend, I was trying to buy a gift for my friend's anniversary, but every option felt generic. Basic. Non-memorable. Then, I found a leather wallet and cardholder set online where I could add their initials, choose the leather texture, and even include a hidden photo inside. Suddenly, it became a gift they’d remember. This experience made me realize that as the landscape matures, we’re moving from an era of 'product-market fit' to 'product-person fit.' Here’s why I think mass customization is becoming the new competitive advantage in retail: 1/ The New Consumer Psychology Five years ago, customization was a luxury add-on. Today, it's becoming the baseline expectation. When I asked my teenage nephew why he refused a popular sneaker brand, his answer was telling: "If I'm wearing the exact same thing as everyone else, what's the point?" The data confirms it: > 60% of Millennials and Gen Z prefer customized products. > More surprisingly, they’re 4x more likely to recommend brands that offer customization. 2/ The Business Transformation The most fascinating insight I’ve discovered as an investor: Customization is creating an entirely new business model. Take Traya – they analyze your background, health, diet, and lifestyle through a 30-question diagnostic, then create regimens with 4x higher efficacy. The result? ₹7Cr → ₹300Cr in 2.5 years. Or Bombay Shirt Company – by letting customers design everything from the collar to the thread, they’ve achieved what seemed impossible: mass-produced customization at scale. 3/ The Economic Advantage When we analyze the unit economics, customized products are creating an unfair advantage: > Customer acquisition costs drop by 35% (word of mouth increases). > Return rates fall by 55% (customers keep what they helped design). My favorite examples: > Perfora’s name engraving on toothbrushes. > Mokobara’s luggage monograms (they started it). > Lenskart.com’s custom-fit frames. Yes, it adds cost and effort. But it makes you stop while you’re scrolling. And it makes the customer feel like the ONLY customer. That’s everything today. 😉 Which customized product experience has impressed you the most? #ConsumerTrends #Customization #Retail #D2C

Our sales team closed over $30mm ARR, and there’s one document that we required on every complex deal. The deals we lost all had something in common: Our champion went into a room without us, and they didn’t have the words. They believed in the product and the wanted the deal to happen. But when the CFO asked “why this vendor?” or the CEO asked “why now?” They couldn’t give a great answer. Because they are not prefessionas at selling our product, and they don’t have much practice getting approval to buy software. The best thing I ever did for our close rate was accept the fact that the decision gets made in meetings you’re not invited to. Your champion has to sell for you. They have to explain why this problem matters, why your solution is the right one, why the timing is right, and why the price is fair. If you don’t give them those words, they’ll make something up. Or worse, they’ll say nothing. That’s why we built every complex deal around one document: the Executive Summary. This is a script for your champion. Here’s what it included: 1. Summary of the Partnership: What we’re doing together and why it matters 2. Key Stakeholders: Who’s involved and who needs to approve 3. Current Challenges: The pain the business is facing today 4. Desired Outcomes: What success looks like 5. Why Us: Why we’re the best fit to solve this 6. Expected ROI: The business case in real numbers 7. Commercial Terms: Price, timeline, next steps Don’t wait until last stage of the sales cycle to build this with your champ. Start it after the first discovery call and refine it throughout the deal. By the time our champion walked into that room, they were prepared. And they closed for us. Want the template we used? Drop “champion” in the comments or DM me. I’ll send it over.

Inflation often forces businesses into a dilemma—raise prices and risk losing customers, or keep prices stable and shrink margins. But what if data could help strike the perfect balance? 🚀 Challenge: Flipkart, one of India’s largest e-commerce platforms, noticed fluctuating customer retention rates and declining repeat purchases, especially during inflationary periods. Traditional deep-discount campaigns led to short-term sales spikes but failed to build long-term customer loyalty. 🔎 Solution: Data-Driven Discounting Strategy Flipkart’s analytics team uncovered a key insight: Small, frequent discounts (e.g., 5-10% on repeat purchases) led to higher engagement. Personalized offers based on purchase history encouraged repeat buys. A/B testing revealed that customers preferred consistency over occasional deep discounts. 💡 Implementation: Using AI-driven dynamic pricing, Flipkart rolled out: ✅ Tiered discounts for loyal customers. ✅ AI-powered coupon recommendations. ✅ Targeted email campaigns promoting small, time-sensitive discounts. 📈 Results: After three months of testing, Flipkart saw: ✔️ 17% increase in repeat purchases ✔️ 12% uplift in customer retention ✔️ Higher profit margins vs. deep discounting 🎯 Key Takeaway: In an inflationary environment, data-driven pricing isn't just about maximizing revenue—it’s about customer psychology. Businesses that personalize their offers and optimize discounts intelligently can boost retention while protecting margins. 𝑾𝒉𝒂𝒕 𝒑𝒓𝒊𝒄𝒊𝒏𝒈 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔 𝒉𝒂𝒗𝒆 𝒘𝒐𝒓𝒌𝒆𝒅 𝒇𝒐𝒓 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒊𝒏 𝒄𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒊𝒏𝒈 𝒕𝒊𝒎𝒆𝒔? #datadrivendecisionmaking #DataAnalytics #DiscountStrategy #BusinessStrategies