Commercial Decision Design
How revenue outcomes are shaped before the proposal.
For leaders responsible for how revenue is won and lost.
Deals feel close. But don’t convert.
Proposals are accepted. Then stall.
Forecasts look strong. Until they aren’t.Most teams focus on closing.
But the outcome is already being shaped earlier.
Proposals, pricing, and negotiation. That’s where most teams expend effort.
But by that point, something more important has already happened.
The buyer has formed a view of the problem.
They’ve decided what matters.
They’ve defined what “good” looks like.
That is the decision.
What happens next doesn’t shape it.
It plays out against it.
Most pipelines feel active. Few reflect real buying intent. You can assess yours here.
Pre-Close → Proposal → Decision
The proposal does not create the decision. It reveals it.
How we work
Most teams start in one of three places.
Design The System
Build a structured commercial approach across your team.
Improve Decision Quality
Work on live opportunities and strengthen how decisions are formed.
Support Critical Deals
Understand how decisions are shaped in real conversations
Led by Jacques de Villiers
23 years in commercial environments
3000+ Consulting, keynotes and training sessions