Map the customer’s current pain to the desired after state to make value concrete. Practice turning outcomes into specific, measurable claims that persuade.
In a Before–After grid, what belongs in the AFTER column to make value concrete?
Observable outcomes with a metric and timeframe
A list of technologies used
Executive slogans
Internal activities completed
Which pairing best connects a BEFORE pain to an AFTER state?
High CAC → increase ad frequency
Slow pages → hire more SDRs
High manual rework → straight‑through processing rate ↑ to 85% in 90 days
Low NPS → add more features
Why include proof artifacts directly on the grid?
They collapse skepticism by linking the AFTER claim to evidence
They reduce the need for pricing clarity
They replace the need for discovery
They make the layout busier which signals effort
What’s the most common failure when teams draft BEFORE rows?
Leaving the row blank
Mentioning competitors by name
Describing internal deliverables instead of the customer’s current reality
Using too many numbers
Which choice improves persuasion when presenting a grid to executives?
Adding more adjectives to benefits
Mapping outcomes to the exec’s KPIs and risk constraints
Using only vanity metrics
Avoiding any mention of trade‑offs
How should you treat qualitative outcomes (e.g., trust, clarity) on a grid?
Leave them as adjectives
Omit them entirely
Replace them with pageviews
Translate them into observable proxies like error rate or time to resolve
What cadence keeps a Before–After grid trustworthy post‑launch?
Quarterly review against live customer data and case studies
Ad‑hoc updates when competitors change
One‑time creation at kickoff
Annual rewrite by brand only
Which visualization choice most reduces cognitive load in a dense grid?
Rainbow color for each row
Left‑to‑right flow with consistent units and minimal color noise
Random order of pains
Mixed units within rows
Where should pricing appear when using a grid in a sales deck?
After outcomes are established, paired with the value created
As a footnote on every slide
On the first slide as a teaser
Hidden in the appendix only
What’s the role of customer language in a grid?
Translate pains into feature names
Use internal jargon to sound expert
Avoid direct quotes to keep it tidy
Use verbatim phrasing from research to label pains and outcomes
Starter
Build your foundation for this topic and practice the core moves.
Solid
Good grasp—tighten your analysis and sharpen evidence.
Expert!
Outstanding mastery—your value stories and pricing stand up to scrutiny.
