In the world of sales, one truth remains constant: every interaction with a buyer is unique and happens only once. The first impression, the initial meeting, and the insights that resonate are fleeting yet pivotal moments, writes David Fastuca, CEO and cofounder of Growth Forum.

At Growth Forum, we’ve recognised the impact these singular moments have on the buyer’s journey, and we’ve dedicated ourselves to transforming them into meaningful, value-driven experiences.

What’s the idea?

Our core idea is to remove the stigma surrounding the sales landscape, turning it into a career of choice and pride by introducing the V.I.S.I.O.N Selling Framework.

A methodology that integrates the most effective elements of various sales strategies into a cohesive, adaptable system. This framework is not just about closing deals; it’s about empowering sales professionals, founders, and business leaders to think like marketers and become trusted advisors to their clients. 

We aim to bridge the gap between sales and marketing, fostering a holistic approach that delivers unparalleled value to buyers.

The V.I.S.I.O.N. Selling Framework 

V – Value

In the world of B2B, value isn’t just a buzzword—it’s the currency that drives decisions. 

At Growth Forum, showcasing your solution’s value is the fastest way to make prospects sit up and take notice. We don’t just talk ROI; we spotlight the gap between where your prospects are and where they could be with your help. 

By shining a light on their critical challenges, we create a compelling case for why your solution is a must-have, not just a nice-to-have.

I – Insight

Insight is your secret weapon. It’s about digging deeper than the surface-level problems and uncovering the core issues holding your prospect back. We don’t shy away from tough conversations—we bring the real issues to the forefront and challenge the status quo. 

By providing game-changing insights, you position yourself as more than just a seller; you become the trusted advisor, a facilitator who guides your prospects through their most complex challenges, turning risks into opportunities.

S – Strategy

Let’s face it—business as usual doesn’t cut it anymore. Your prospect needs a strategy that doesn’t just address today’s problems but paves the way for tomorrow’s successes. It’s about aligning your solution with your prospect’s big-picture goals while not letting their current pain points slip through the cracks. 

By ethically adding a sense of urgency, we make it crystal clear that your solution isn’t just strategic—it’s essential for their future growth.

I – Impact

Impact isn’t just about making a difference—it’s about making the right difference. At Growth Forum, we know that your prospects are looking for results they can measure. 

We bring the heat by highlighting how your solution will tackle their most pressing issues head-on, making the consequences of inaction impossible to ignore. 

This isn’t about pressure—it’s about painting a vivid picture of how your solution drives real, transformative change that they can’t afford to pass up.

O – Outcomes

Outcomes are where the rubber meets the road. We believe in defining success with pinpoint precision. We help you set the stage by aligning on clear, actionable outcomes that both you and your prospect can rally behind. 

But we don’t stop there—we make sure your prospect understands the risks of not achieving these outcomes, turning up the heat to ensure they’re motivated to act. This approach guarantees that every move you make is laser-focused on delivering real, measurable success.

N – Next steps

Progress doesn’t happen by chance—it happens by design. At Growth Forum, we understand that clearly defined next steps are crucial for maintaining momentum and driving deals forward.

By collaboratively outlining a roadmap with your prospect, you ensure that both parties are aligned and committed to the journey ahead. This proactive approach keeps the engagement active, minimises uncertainties, and accelerates the decision-making process.

By focusing on actionable next steps, you not only demonstrate your dedication to their success but also make it easy for your prospect to move forward with confidence.

Why does this matter?

In today’s market, buyers are overwhelmed with information and options. Traditional sales tactics that rely on pressure and persuasion are increasingly ineffective. Buyers seek authenticity, value, and genuine partnerships. 

The V.I.S.I.O.N framework addresses this shift by prioritising the buyer’s needs, aligning solutions with their goals, and guiding them through their unique journey with insights and integrity. By doing so, we facilitate successful sales and build relationships based on trust and mutual success.‍

Why will it help people?

The V.I.S.I.O.N framework empowers you to become a trusted advisor rather than just a seller. By focusing on Value, providing deep Insights, crafting unique Strategies, showcasing real Impact, aligning on desired Outcomes, and progressing the opportunity to the Next steps, you can genuinely assist buyers in overcoming challenges and achieving their objectives. 

This approach leads to more meaningful engagements, higher satisfaction, and, ultimately, better results for both the buyer and the seller.

What inspired us to do it?

Our inspiration stems from witnessing the struggles within the sales industry—complex buyer journeys, extended sales cycles, and a disconnect between sellers and buyers. We saw talented sales professionals feeling overwhelmed by outdated methodologies that didn’t align with the modern buyer’s expectations.

Recognising the need for change, we set out to create a system that is both reflective of current market dynamics and adaptable to future shifts.

Stories like Lui outperforming all of his peers combined or David building a $150 million pipeline during COVID highlighted that success isn’t just about hard work—it’s about working smart with the right approach. These examples fueled our desire to distil what top performers do differently and make it accessible to all.

The back story

In 2012, I co-founded Locomote.com, a SaaS business in the business travel industry—a sector dominated by entrenched, decades-old players. The company faced significant challenges, including moments when it seemed like time and resources had run out. Despite the odds, I successfully exited in 2016, selling for over $50 million to NYSE-listed company Travelport.

In 2021, during the COVID-19 pandemic—a time when the travel industry was crippled—I bought back Locomote for just $1. Recognising the need for a strong sales strategy in an unprecedented market, I turned to Luigi for sales coaching. 

Together, we applied the principles that would later form the foundation of the V.I.S.I.O.N framework, building a pipeline worth over $150 million in one of the most challenging economic environments.

This experience validated the effectiveness of our approach across different industries and economic conditions. It wasn’t just theoretical—it was a proven strategy that delivered tangible results when applied with dedication and effort.

What’s Our Philosophy?

At Growth Forum, our philosophy centres around authenticity, continuous learning, and delivering real value. We believe that:

Sales Is About Relationships: Genuine connections trump transactional interactions. Building trust is paramount.

Value Over Pressure: Buyers don’t want to be sold to; they want solutions that genuinely address their challenges.

Systems Drive Success: A well-designed, adaptable system creates reliability and consistency in results.

Empowerment Through Knowledge: By sharing insights and expertise, we elevate the entire industry and foster a community of growth-minded professionals.

Sales and Marketing Are Inseparable: Success comes from integrating these disciplines, thinking like marketers, and selling like trusted advisors.

Outcome-Oriented Approach: Success is measured not just in closed deals but in the tangible impact and positive change we facilitate for our clients.

The V.I.S.I.O.N Selling Framework isn’t just a new methodology—it’s a movement towards a more empathetic, value-driven sales culture. By embracing this approach, sales professionals can navigate the unique challenges of each interaction, provide unparalleled value, and build lasting partnerships that propel both their careers and their clients’ businesses forward.

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