Proof: To charge based on value, or to market and sell to Mainstream Buyers, your lead generation and sales teams need proof. If you don't have proof, you can still sell to people, but this will require more relationship-building, or sticking only to Early Adopters. Examples of proof: Free trials Case studies with details Testimonials, especially in video Lists of logos or brand names Stories Demonstrations It's always better to “show” rather than “tell” (stop talking and prove it).
