The method
The Value Cycle.
A funnel makes you push. A cycle makes you build. Six phases the customer moves through — and where every stalled deal skipped one of them.
The six phases
Read any deal along these six.
- Phase 1Interest
The customer notices there is something worth exploring.
- Phase 2Curiosity
They start asking questions — of themselves and of you.
- Phase 3Value
They connect what you offer to what actually matters to them.
- Phase 4Decision
They — not you — decide this is worth doing now.
- Phase 5Commitment
The organization commits. Signatures, timelines, ownership.
- Phase 6Follow-through
The value shows up in reality. That's where the next deal starts.
Why a cycle
Because deals don't end at signature.
A funnel treats the sale as extraction. A cycle treats it as construction. Value earned in phase six becomes interest in phase one for the next deal — inside the same account, or through the customer's word of mouth. That's why we call it a cycle.