“PE Growth TAILWIND”: Growth At Risk? Why "Pre-Suasion" Is The GTM Edge PE Operators Can’t Afford to Ignore | Part 1 of 4
If buyers are ghosting your intro calls, deals are stalling, or your messaging sounds just like everyone else’s - you’re not alone. In markets this crowded & noisy, even great offers get ignored.
But there’s a smarter way to stand out: it starts BEFORE the pitch. It’s called “Pre-suasion.”
Pre-suasion is how top teams shape belief, trust & urgency - before they ever ask for the deal.
Today’s post is Part 1 of a 4-part series on applying “Pre-suasion” across the GTM journey - from Marketing to Sales to Customer Success - to drive faster organic growth & higher valuations in PE-backed businesses.
First, what is “Pre-suasion,” and why should you care?
Pre-suasion is the strategic act of shaping your buyer’s attention & mindset before you deliver your message - so they’re more receptive to what comes next.
Dr. Robert Cialdini coined the concept in his book: Pre-Suasion, A Revolutionary Way To Influence And Persuade. The concept is built on a powerful insight: “What we present first changes how people respond to what comes next.”
In other words, before you pitch or propose – you need to “prime” your buyer.
Sure, psychology is nothing new in business, but it is not widely, consistently, or, in some cases, correctly used across GTM - especially in the lower middle market.
And it’s not about manipulation. It’s about ethical, evidence-based influence that prepares your buyer to want what you're offering before the ask.
So, why does it matter?
Without Pre-suasion, PE-backed businesses risk:
1. Generic messaging that doesn’t resonate
2. Lack of buyer urgency
3. Underappreciated value limiting pricing power & upsell/cross-sell
4. Disjointed messaging across Marketing/Sales/CS teams - killing trust
5. Low sales conversion rates, slower growth & lower exit valuations
Instead, by using more Pre-suasion throughout GTM, you can:
1. Differentiate faster in competitive markets
2. Create a consistent narrative across GTM functions
3. Increase conversion rates by "priming" belief & urgency
4. Shorten sales cycles by framing trust & relevance early
5. Drive higher customer expansion
The next 3 parts in this LinkedIn series will dive into high-impact ways to apply Pre-Suasion across GTM:
Part 2: Pre-suasion Is Your Marketing Edge: Frame First, Convert Faster
Part 3: Pre-suasion: Your Hidden Lever for Faster Sales Conversions
Part 4: Customer Success That Retains Before It Renews & Expands
So, if you're a PE-backed CEO/CRO, PE Operating Partner or a growth leader looking for a new edge in competitive markets, I invite you to follow this series. Don't miss it.
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