---
title: Giving Value to Gain Sales
description: Today, too many companies hold back level one value, fearing that if prospects know what needs to be done, they’ll go out an try to do it themselves or to do it cheaper.
---

[Making Sales Growth Predictable, Sustainable & Scalable ](https://www.liftenablement.com/blog)

# [Giving Value to Gain Sales](https://www.liftenablement.com/blog/giving-value-to-gain-sales)

 Written by [Doug Davidoff](https://www.liftenablement.com/blog/author/doug-davidoff) | Mar 16, 2011 7:29:00 AM

I've been spending a lot of time working with clients to build out diagnostic systems to create value and create demand.  I recently referred one of my clients to a blog post I wrote almost 5 years ago.  I thought it was valuable enough to share again.

My experience working with fast-growth companies has taught me that there are three levels of value that a company can provide:

Level one is all about [diagnosis](https://www.imaginellc.com/decisionprocess1). Today, too many companies hold back level one value, fearing that if prospects know what needs to be done, they’ll go out an try to do it themselves or to do it cheaper. The reverse is actually true. Give the ‘what’ away. The more people know what to do, the more value your company’s knowledge of ‘how’ to do it becomes.

When prospects don’t know the ‘what’, they [self diagnose](https://www.imaginellc.com/prescriptiondrug); and when that happens, you are, and should be, just a commodity. So, stop “protecting’ your intellectual capital so fiercely. Start giving it away and fast growth is yours.

 

[View full post](https://www.liftenablement.com/blog/giving-value-to-gain-sales)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Doug Davidoff"
  },
  "dateModified" : "2019-07-29T16:14:26.677Z",
  "datePublished" : "2011-03-16T07:29:00Z",
  "headline" : "Giving Value to Gain Sales",
  "image" : {
    "@type" : "ImageObject",
    "height" : 225,
    "url" : "http://cdn2.hubspot.net/hub/100473/file-374037120-jpg/creating-value.jpg",
    "width" : 300
  },
  "mainEntityOfPage" : "https://www.liftenablement.com/blog/giving-value-to-gain-sales",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "The Demand Creator Blog"
  }
}
```