Before committing resources to a proof-of-concept (POC), build a preliminary ROI case. If the potential return isn't substantial enough for the customer to reallocate budget or personnel, the deal is unlikely to close. This step prevents wasting both your and your customer's time on unwinnable evaluations.

You can't skip a fundamental agreement stage, like getting problem buy-in before proposing a price. However, you can and should look for opportunities to achieve multiple agreements within a single meeting. This combines stages, condensing the sales cycle without missing crucial validation steps.

When a buyer insists on a "termination for convenience" clause, explain that it nullifies the "length of commitment" lever. This effectively changes a multi-year agreement into a month-to-month one, which logically carries a much higher price (e.g., a 30-35% increase). This frames the clause not as a legal term, but a commercial one with a clear cost.

With hundreds of AI vendors pitching enterprises weekly, trust is low and differentiation is difficult. The most effective go-to-market strategy is to prove the technology works before asking for payment. Offering a free "solution sprint" for several weeks de-risks the decision for the customer and demonstrates confidence.

To land its first skeptical customers like Drada, Merge offered its platform for free for two months without a contract. This de-risked the decision for the customer and allowed Merge to prove its product's value and the team's responsiveness before asking for a financial commitment.

Viewing TSAs as simple contracts encourages extensions and complacency. Framing them as projects with defined start dates, end dates, and scopes creates the necessary urgency for the acquiring company to build internal capabilities and exit the agreement on time, preventing costly integration debt.

Shift from a process defined by meetings (Discovery, Demo) to one defined by milestones (Problem Agreement, Priority Agreement). This prevents artificially slowing down high-velocity deals or rushing complex ones, as the number of meetings required to reach each agreement can vary.

The marketing landscape evolves too quickly for long-term commitments. Locking into even a 12-month contract can trap you with an underperforming agency while wasting money. Insist on month-to-month agreements to retain flexibility and ensure the partnership remains effective and accountable.

For services like SEO where results take time, structure the offer with a choice: a large one-time setup fee for month-to-month flexibility, or waive the setup fee entirely for a 12-month commitment. This incentivizes long-term contracts by removing the initial cost barrier for the client.