Growth At Risk? Why “Pre-Suasion” Needs To Be In Your Playbook
If your portfolio companies are stuck with long sales cycles, low conversion rates, or messaging that sounds like everyone else’s, you’re not alone. In markets that are crowded and noisy, even great offers get ignored.
The most sophisticated PE operators are now gaining an edge through a strategy that starts long before they ever enter the pitch room. It’s called “Pre-suasion.”
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.”
Most portfolio companies focus on persuasion – convincing prospects to buy after they’ve made contact. But the real magic happens before that first conversation even begins. Pre-suasion is how top GTM teams shape belief, trust, and urgency – then the deal asks for itself.
What Is “Pre-Suasion” And Why Should PE Operators Care?
Pre-suasion is the strategic act of shaping your buyer’s attention and mindset before you deliver your message – so they’re more receptive to what comes next. It’s the work that happens upstream, positioning your portfolio company so when prospects encounter your brand, they’re already primed to engage positively.
Without pre-suasion, PE-backed businesses risk: Generic messaging that lacks buyer urgency Underappreciated value that limits pricing power Low conversion rates leading to slower growth and lower exit valuations
Instead, by using pre-suasion throughout your GTM strategy, you can differentiate faster, increase conversion rates by priming belief and urgency, shorten sales cycles, and drive higher customer expansion.
Strategic Market Positioning That Happens Before Competitors Wake Up
I’ve found that effective pre-suasion begins with establishing your portfolio company as the go-to expert in their space. This isn’t about traditional thought leadership – it’s about strategic market conditioning that positions you as indispensable before prospects even know they need you.
A Northeast-based manufacturing distributor that Craig Group worked with exemplifies this perfectly. Instead of competing on features like every other vendor, we helped them articulate a unique value proposition that differentiated them in the market. We developed messaging frameworks and sales enablement tools that positioned them as strategic problem-solvers, not just product suppliers.
The result? Their sales cycles shortened, win rates increased, and they gained stronger pricing power. Prospects began seeing them as essential partners rather than interchangeable vendors.
This positioning work transforms how prospects perceive your entire category. When prospects encounter your brand through conferences, publications, or referrals, they immediately recognize your expertise. You’re starting from established credibility, not zero.
Creating Pre-Committed Advocates Throughout Your Market
One of the most powerful pre-suasion tactics involves converting industry contacts into unofficial advocates for your approach. These aren’t formal referral partners – they’re professionals who naturally recommend your thinking because they’ve experienced its value firsthand.
This happens when you consistently provide insights that help people succeed in their roles. Over time, they associate your brand with valuable strategic thinking. When opportunities arise in their networks, they naturally mention your company.
The compound effect is powerful. Having industry professionals who organically recommend your approach creates a pre-suasion environment where prospects arrive at meetings already familiar with your reputation. That’s pipeline acceleration – you’re having warm discussions with pre-qualified prospects.
Social Proof That Works Beyond Website Testimonials
Pre-suasion thrives on social proof, but not the kind buried on your website. The most effective approach involves creating visible success stories that prospects encounter through their own research and network conversations.
An industrial equipment rental company that Craig Group worked with became a thought leader in operational efficiency discussions within their target market. They weren’t selling equipment – they were solving broader business challenges. When companies needed equipment solutions, this positioning made them the obvious choice.
I watched their sales cycles shorten, win rates increase, and revenue growth accelerate because prospects encountered evidence of their strategic impact through industry publications, conference presentations, and peer discussions. These touchpoints carry more weight than your own marketing materials because they’re perceived as unbiased validation.
Measuring Pre-Suasion Impact Beyond Vanity Metrics
Unlike traditional sales metrics that focus on activity and conversion rates, pre-suasion results appear in the quality of initial conversations and the speed of decision-making processes. Portfolio companies that invest in pre-suasion typically see shorter sales cycles and higher conversion rates.
I track key metrics that reveal pre-suasion effectiveness: Inbound inquiry quality and referral rates Percentage of prospects who mention your reputation during initial meetings How often prospects reference your thought leadership
These signals indicate your pre-suasion positioning is working. This shifts your entire revenue growth strategy from transactional selling to relationship-based market positioning.
The goal isn’t immediate sales opportunities. It’s creating favorable conditions for future conversations. Companies that embrace this long-term approach consistently outperform competitors focused solely on direct selling.
Building Your Pre-Suasion Strategy
Successful pre-suasion requires coordinated effort across multiple touchpoints and extended time horizons. You can’t treat this as a quick marketing campaign – it’s a fundamental shift in how you approach market positioning.
Start by identifying where your ideal prospects consume information and make strategic decisions. Then develop a systematic approach to adding value through regular industry commentary, strategic frameworks, or market research that positions your company as an essential strategic growth partner.
The Bottom Line for PE Operators
Pre-suasion isn’t just another tactic among business growth strategies – it’s the foundation that makes all other GTM efforts more effective. Portfolio companies that master this approach don’t just grow faster – they grow more predictably and profitably.
In PE, time during the hold is your most unforgiving constraint. Every quarter matters. If your portfolio companies aren’t leveraging pre-suasion now, they’re already behind because competitors who understand this approach are quietly conditioning your shared market while you’re still focused on traditional sales tactics.
The companies that get this right don’t just hit their growth targets – they transform market conversations, accelerate exits, and deliver the kind of returns that make LPs take notice.
Don’t let competitors shape your market while you’re still pitching. Let’s talk about operationalizing pre-suasion across your portfolio before they do.
Brian Gustason is a growth-focused operator & advisor with a proven record of driving accelerated revenue and EBITDA growth for lower-to-middle market B2B services and technology businesses. He specializes in transforming Private Equity portfolio companies through stronger leadership, GTM excellence, team development, and value-creation initiatives leading to higher exit multiples. Follow him on LinkedIn.
GTM strategy, Private Equity Growth, portfolio company strategy, pre-suasion marketing, presuasion marketing