Conrad Smith Books

In the first conversation, the goal is not to pitch—it’s to provoke thought. The Insight Conversation begins when you offer your client a new perspective on their business, one they hadn’t considered or fully understood. Most sellers assume that clients know exactly what problems they face. But ofte...

From The Three Value Conversations

Once a client perceives insight, their next question is inevitable: so what? The Impact Conversation answers this, bridging your solution to tangible business results. Here, value shifts from ideas to metrics. You’re no longer discussing how your offering works, but how it changes what works for the...

From The Three Value Conversations

Imagine walking into a customer meeting fully prepared to showcase your product—features, demos, testimonials—and still, the customer says, ‘That’s interesting, but we’re not ready to make a change.’ This is the value gap in action. It’s the invisible distance between what you think the customer val...

From The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale

When we talk about creating value, we’re not referring to adding more features or improving performance metrics. Creating value begins long before your product enters the conversation. It starts with evoking a shift in the buyer’s mental model. Think about it as helping the customer see their busine...

From The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale