Dream∗Your sale levelTime invested×Efforts\frac{\text{Dream} * \text{Your sale level}}{\text{Time invested} \times \text{Efforts}}

Breaking down the equation:

  • Dream: How compelling and significant your product’s impact is on your prospect’s goals.
  • Your Sale Level: Your effectiveness in clearly and confidently communicating value.
  • Time Invested: The perceived time your prospect believes is needed to achieve value.
  • Efforts: The perceived difficulty your prospect anticipates in adopting your solution.

Example:
Imagine you’re selling a productivity software:

  • Dream: Helps customer increase revenue by $100,000 / year
  • Your Sale Level: 90 % effective (0.9)
  • Time Invested: 2 weeks (0.5 months)
  • Efforts: Low, easy integration, minimal training (Effort Score = 1.2)

Plugging this in:

$100,000×0.90.5×1.2=$90,0000.6=$150,000\frac{\$100,000 \times 0.9}{0.5 \times 1.2} = \frac{\$90,000}{0.6} = \$150,000

This number ($150,000) represents the perceived immediate value for your prospect. A higher result means a higher likelihood of closing the deal quickly and effectively.

What Matters Most in Sales:

  • Amplify the Dream: Clarify and quantify your product’s impact clearly (revenue growth, cost savings).
  • Boost Your Sale Level: Practice clear, confident communication of your value proposition.
  • Minimize Perceived Time and Effort: Clearly explain implementation simplicity and rapid time-to-value.

Mastering this equation directly translates into accelerated deal closures and hitting your $1M ARR target by Demo Day.

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