THE BEST

SALES COURSE
Finally, A Sales Course That Has Everything.

A MIKE G PRODUCTION
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Table of Contents
1 Outbound 2 Selling
1. Foundation 1. Foundation
2. Metrics 2. Discovery Calls
3. Sequence 3. Demos
4. Email 4. Multi Threading
5. Deliverability 5. Late Stage
6. Linkedin 6. Negotiation
7. Cold Calls 7. Email Templates
8. Video 8. Practice
Foundation
 TABLE OF
CONTENTS
Outbound
REFER
How to Build a Winning Outbound Foundation & EARN

If you want to win at outbound (and sales in general) you need to spend a
significant amount of time researching and studying your personas.

What you need to know:

Their goals / Organization goals

Cost of inaction (COI)
Their challenges
Their processes

Fill our the personas section of this workbook

and don’t forget to bookmark it.

Doing this will put you above 90% of

sales reps.
 TABLE OF
Outbound CONTENTS

How to improve your talk tracks REFER

& EARN
Spend time learning the actual words and phrases your buyers use.

Customer Calls:
Strategy:
Start with discovery calls and listen to what the customer says:
Use your buyer’s words and Write down the specific words and phrases they use to
describe their situation, goals and challenges.
phrases in everything you do.
Most call recording software helps by letting you filter to
hear only what the customer says - take advantage.
Including your outbound
messaging, cold emails and
cold calls. G2 Reviews:
Search for your company and your competitors:
These can easily be found by What do people like about your company? Use that for your
reviewing customer calls and talk tracks about how you help.
G2 reviews. What do people dislike about your competitors? Use that
for your talk tracks on differentiation.
 TABLE OF
Outbound CONTENTS

How to improve your talk tracks REFER

& EARN

Take the time time to work with an AE and interview one of their customers.

Strategy: Example Questions:

1 - Can you talk to me about how we’re specifically
Interviewing customers is one of
delivering value to your business?
the best strategies for learning
more about your buyer.
2 - Was any value unexpected or great to learn
So you can improve your copy, talk about after implementing our platform?
tracks and strategy.
3 - Who else were you considering for this project
Also, current customers are always and why did you choose ABC specifically?
more open than they were before
purchasing. 4 - What are your priorities going forward and
what are you focused on in the next 6 to 12
Do this at least 1x per quarter.
months?
 TABLE OF
Outbound CONTENTS

How to improve your talk tracks REFER

& EARN

Reach out to your ICP (internally) and schedule time to ask them some questions.

Strategy: Example Questions:

Want to really make an impact? 1 - In your own words, what are the biggest
challenges you’re currently facing when it
Record the interview. comes to XYZ?

Share the answers and recording in 2 - When it comes to your role, what are the
a Google Document with the rest of most important metrics and KPIs, and how
your team. do you measure them?

That way every seller can benefit 3 - Before coming to ABC company, what
and you can stand out. was your exact process for X?
Metrics
 Outbound Email Phone Efficiency
13 Metrics Emails Dials Opportunities
Total Emails Total Dials Total Opps Created
Target: 50 / inbox / day Target: 60/day Target: 15 / month
Here are 13 metrics that you
and your team should be Open Rate Conversation Rate Show Rate
% of Emails Opened Conversations / Dials Meetings Attended / Opps Created
working to achieve (at a Target: 50% Target: 8% Target: 75%
minimum) to ensure you have
a healthy outbound process. Reply Rate Booking Rate Pipe Rate
% of Emails Replied Opps Created / Convos Sales Qualified / Opps Created
Target: 5% Target: 15% Target: 75%
If you’re not hitting a specific
Positive Reply Rate Account Conversion
metric take the time to % of Positive Replies Opps Created / Accounts Touched
understand why and come up Target: 1% Target: 2% to 10%
with a plan to correct
Bounce Rate Contact Conversion
immediately. % of Emails Bounced Opps Created / Contacts Touched
Target 0% Target: .5% to 2.5%

TABLE OF REFER
CONTENTS & EARN
 TABLE OF
CONTENTS
Metrics
REFER

Reporting and Analytics & EARN

Track results on a monthly basis:

Metrics Workbook (Individual Contributor)
Metrics Workbook (Manager)

Promotion Strategy:

Share business reports with your boss.

It’s one of the best ways to stand out, build trust

and work your way towards a promotion:

Use this business report as a guide.

 TABLE OF
Metrics CONTENTS

Tracking Your Tests REFER

& EARN

It’s critical to track all the tests you run with your outbound campaigns.
That way, over time, you have a history of what’s worked and what hasn’t.

Strategy

Run tests on a monthly basis and track your results

in a simple Google Sheet.

Make sure you get a sample size of at least 100

emails before drawing any conclusions.

The workbook:

Here’s a workbook you can use to track

the results of your tests.
Sequence
 TABLE OF
CONTENTS

REFER
& EARN

Sequence Structure
Structure:

14 touches. 11 days. Leveraging email,

phone and Linkedin.

Stop Tasks:

Add a task after step 8 to stop the

sequence if they haven’t interacted
with any of your outreach.
 TABLE OF
SPAM Best Practices CONTENTS

Do not send more than 1 to 2 reply emails REFER

per thread. & EARN

3 Key Takeaways The more emails you send the more valuable
and less “salesy” the emails need to be.

Touches and Intensity Watch open rates and reply rates closely. If
a later stage email is not getting seen then
Please feel free to adjust the touches and cut it.
intensity of the cadences based on your
experience, persona and industry.
No Breakup Email

If you feel like it’s too much then reduce the

Although breakup emails can get results the
intensity.
risk of sending these far outweigh the
benefits.
For example:
Remove some of the LinkedIn steps
They can easily rub buyers the wrong way,
Remove some of the cold calls
get marked as SPAM and damage your
Increase the time in between steps
domain reputation. So I’d avoid them.
 TABLE OF
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REFER
& EARN

Cadence Efficiency
Splitting up your sequences by channel so that:

1. You’re only reaching out on channels that are effective

2. Emails aren’t getting held up if you don’t complete other steps

EMAIL PHONE LINKEDIN

SEQUENCE SEQUENCE SEQUENCE

Do they have a validated Do they have a validated Do they have a presence on

email address? cell phone number? LinkedIn?
Email
Subject Lines
 TABLE OF
CONTENTS

Email REFER

Examples: Subject Lines & EARN

Good vs Bad Subject Lines

Good Bad

Good subject lines: SKO 4x Your Reply rates

1-3 words SKO Plans Cold Call Training For AEs
Simple and direct Sales Kickoff All In One Platform for Revenue
Easy to understand Reply Rates Mike, Quick Question For You...
Q3 Results Mike, Up For A Quick Chat?
Bad subject lines: AE Commission Mike, Want More Revenue?
4+ words H2 Forecast Struggling With Multi Threading?
Use cliches Onboarding Reps Your Company + Their Company
Feel “salesy” AE Self Sourcing Using AI for More Revenue
Difficult to understand
CTAs
 TABLE OF
Email CONTENTS

Examples: Calls to Action REFER

& EARN

Worth a chat? Is this worth exploring?

Worth a look? Open to checking it out?
Worth discussing? Interested to learn more?
Curious to see how? Would this help your team?
Interest Think this could help? Opposed to learning more?
Worth a conversation? Curious if you’re seeing that?
Curious to take a look? Open to seeing how it works?
Open to learning more? Is this something that’s on your radar?

Worth a chat to see how we can [outcome]?

Interested in discovering how your [X] can [Y]?
Specific Want to learn more about what [outcome] could look like?
Acme was in a similar situation. Want to take a look at how they [outcome]?

Interested in a quick video showing how to X?

Video Can I send a 1 minute video showing how it works?
Mind if I send you a 1-min video to explain how?
1st Emails
 TABLE OF
CONTENTS

Jill Andersen REFER

& EARN
SKO

1st Email Jill, looks like your team’s growing quickly.

Framework 1:
How’re you planning SKO for all your new AEs?
Trigger
Question We help sales leaders pick everything from destination,
Value Prop flights, meals and events.
CTA
Simply put in your team size and budget and we’ll give
Example you all your options in seconds.

Curious to learn how?

 TABLE OF
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REFER
Jill Andersen & EARN

SKO Costs

1st Email Jill, saw you’re hiring AEs.

Framework 2:
How’re you making sure SKO isn’t too expensive with
Trigger
the bigger team?
Question
Social Proof
We helped XYZ Company plan SKO in less than a month
CTA
and under budget: Including flights, hotels and meals

Example for 57 reps.

Open to learning more?

 TABLE OF
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Jill Andersen REFER

& EARN
SKO Budget

1st Email Hey Jill,

Framework 3: Your’e hiring a lot of AEs. Usually that means more difficulty,
Trigger complexity and costs when planning SKO.

Problem
On top of that: significant time being spent planning the event
Social Proof instead of focusing on revenue driving activities.
CTA
We helped XYZ Startup plan their SKO in < 30 days and for less
Example than $47k. Including flights, hotels, meals and events for 63 reps.

Worth a chat?
 TABLE OF
CONTENTS

REFER
Jill Andersen
& EARN
SKO Plans
1st Email
Hey Jill - It’s Q4. Usually that means a focus on planning SKO.
Framework 4:
Sales Leaders oftentimes struggle with the time it takes to plan
Trigger everything and not running over budget.
Focus
Challenge We helped XYZ Startup plan their event in Mexico City in less than
Social Proof 30 days. Flights, accommodations and events for 87 reps.
CTA
Everyone had a blast and the cost was much less than your typical
destinations like Vegas.
Example
Want to see how?
 TABLE OF
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Jill Andersen REFER

& EARN
SKO Budget
1st Email
Have you kicked off SKO planning, Jill?
Framework 5:
Other Sales Leaders usually struggle with how to plan a great
Question event while also not going over budget.
Challenge
Priority They want their teams to have a great experience but also
CTA want to be confident when they present their cost analysis to
finance.
Example
Curious to see how this can all be done in seconds with XYZ
Company?
 TABLE OF
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REFER
Jill Andersen
& EARN

SKO
1st Email
Jill - Given it’s Q4, thought SKO might be top of mind.
Framework 6:
To clarify, most sales leaders are using spreadsheets, doing
Trigger
manual calculations and trying to plan everything themselves.
Top of Mind We help solve that.
Challenge
Social Proof High growth startups like XYZ were able to plan their SKO in 30
CTA days or less. Compare destinations, activities and costs for 67
remote reps in seconds.
Example Think this could help?
 TABLE OF
CONTENTS

REFER
Jill Andersen & EARN

SKO

1st Email Curious how you’re planning SKO, Jill.

Framework 7:
We helped XYZ Startup plan their SKO for 93 AEs. Flights,
hotels, meals, events, everything.
Statement
Social Proof
That way your team can have a great time and you don’t
CTA have to constantly worry about going over budget.

Example Worth a conversation?

 TABLE OF
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Jill Andersen REFER

& EARN
XYZ Podcast
1st Email
Hey Jill - On XYZ podcast you mentioned AE retention was critical in 2024.
Framework 8:

Other sales leaders find SKO to be one of the biggest opportunities to

Go to listen notes to
quickly find podcasts execute on that priority.
your prospects were
on. As I’m sure you know the planning can be quite the nightmare though.
Tracking everything in spreadsheets, not being able to compare locations
Podcast
easily or create a budget they can trust.
Statement
Challenge
We help solve that. Simply enter your team size and budget and get a full
CTA SKO analysis in minutes.

Example Curious to learn how?

Personalization
 TABLE OF REFER

Personalization Cheat Sheet CONTENTS & EARN

If you take away one thing from personalization let this be it.

2 Rules Step 1 PS Step 2 Tie To Solution Step 3

1. Don’t force it The first strategy for personalization The second strategy for
is to simply include it in the PS of personalization is using Chat GPT to
No personalization is better than your first email. find commonalities between the
bad personalization. Use it as a tool prospect’s interests and your
when it makes sense, too. Nothing changes with the rest of the solution.
email. This is what I’d start with if
Use a PS or tie the personalization to you haven’t personalized cold emails Then using that information for the
your solution smoothly. Don’t before. start of your first email.
randomly throw it in (awkwardly).
Example: To be clear:
2. Be strategic
PS - Heard about your Series A, Chat GPT is a great tool that can
Consider personalization for your exciting news! Best of luck with your help with personalization, but you
tier A accounts. Use relevance strategic move into the European still have to do a bit of work to make
(previous examples) for the rest. market. everything sound natural.
 TABLE OF
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Jill Andersen REFER

& EARN

Using PS SKO

Jill, looks like your team’s growing quickly. How’re you planning SKO for
Strategy:
all your new AEs?
Start with business
We help sales leaders pick everything from destination, flights, meals
details:
and events.
A recent
Simply put in your team size and budget and we’ll give you all your
fundraise.
options in seconds.
Something you
Curious to learn how?
found in the news.

PS. Heard about your Series A—exciting news! Best of luck with your
Their 10k. Etc.
strategic move into the European market.
This is the easiest
place to start.
 TABLE OF
CONTENTS

Jill Andersen REFER

& EARN
SKO
Using PS
Jill, looks like your team’s growing quickly. How’re you planning SKO for
Important: all your new AEs?

If you’re going to We help sales leaders pick everything from destination, flights, meals
use something more and events.
personal...
Simply put in your team size and budget and we’ll give you all your
Make sure you options in seconds.
actually know
something about it. Curious to learn how?

Don’t make stuff up PS. Saw you live in Portland. Have you ever been to 50 Licks ice cream?
or fake it - it needs A friend took me there and the Mango Sticky rice flavor was amazing!
to be genuine.
 TABLE OF
Cold Email Personalization CONTENTS

Use Chat GPT to Help with PS REFER

& EARN

Chat GPT is fantastic for writing inspiration and examples that you can leverage.

Important: Chat GPT prompt:

Please give 5 examples for the scenario below.
Use Chat GPT for writing
inspiration and support only.
Examples should be both one sentence and two
sentences in length. No selling or mentioning anything
Do not copy and paste what it
about yourself at all in any of the examples. No asking
spits out without editing or
making it sound like you. questions. 6th grade to 7th grade reading level.

Oftentimes, I’ll look at all the Scenario: A PS you can have to end a sales email when
answers using this prompt to you know the company recently released product ABC,
create a PS that incorporates that helps their enterprise customers manage complex
parts from different answers as projects.
well as my own writing.
 TABLE OF
Cold Email Personalization CONTENTS

Here Are Chat GPT’s Answers REFER

& EARN

Strategy:

Now we have a great resource

for writing inspiration to create
our own unique PS.

For example, if it was me, here’s

what I’d use:

Example:
PS. Saw the news about your
release of ABC - Exciting launch
for project management and
your Enterprise customers!
 TABLE OF
Cold Email Personalization CONTENTS

Use Chat GPT To Personalize 1st Email REFER

& EARN

Chat GPT is also helpful for tying an unrelated interests to your product.

Strategy: Steps:

Step 1: Find an interest your prospect has. Can

The hardest parts of
personalizing emails: be anything, movies, sports, former college,
etc.
1) The time it takes
2) How to tie unrelated interests Step 2: Ask Chat GPT to find commonalities
to your product’s value prop.
between that interest and your product’s value
3) Not being cringey.
proposition.
Chat GPT can help with with all
these things using a simple 3 Step 3: Use Chat GPT’s answers to craft a
step process. personalized cold email.
 TABLE OF
Cold Email Personalization CONTENTS

Chat GPT Prompt REFER

& EARN

Strategy:
Chat GPT prompt:

Hey Chat GPT,

Here’s a prompt you can give
Chat GPT to get started.
Please list three commonalities between Harry
This is a starting point only. Do Potter (be very specific and use terms only a
not copy and paste. Harry Potter fan would know) and planning a
sales kickoff event for your sales organization
Instead ask follow up questions
to learn more details about the as a VP of Sales.
specifics of their interest.
For context: Planning sales kickoffs is very
And only then start writing your time consuming, the costs can go over budget
personalized email.
and it’s very difficult and frustrating to manage
manually by yourself.
 TABLE OF
Cold Email Personalization CONTENTS

Chat GPT Response REFER

& EARN

Strategy:

As you can see, Chat GPT

returns great but less than
perfect results.

Whatever you do, don’t simply

copy and paste the response
you get.

Use it for a jumping off point

and then ask follow up
questions about whatever stood
out to you the most.
 TABLE OF
Cold Email Personalization CONTENTS

Getting More Details With Chat GPT REFER

& EARN

Strategy:

If something stands out to you,

don’t stop there.

Ask Chat GPT to expand upon the

specifics of it to inspire your
writing more.

For example, the Marauder’s Map

stood out to me the most.

So I used the prompt:

Hey Chat GPT - Tell me some

quick details/facts about the
Marauder's Map.
 TABLE OF
Cold Email Personalization CONTENTS

Getting More Details With Chat GPT REFER

& EARN

Strategy:

Another go to Chat GPT prompt

is asking for what would be
difficult or hard without the thing
you found in previous answers.

Chat GPT prompt:

Hey Chat GPT - If I didn't have

The Marauder's Map from Harry
Potter what would be difficult?

What types of situations could I

find myself in that would be
challenging?
 TABLE OF
Cold Email Personalization CONTENTS

Chat GPT Personalized Cold Email Template REFER

& EARN

Strategy:
Personalized cold email example:
Hey [Name],
Once you’ve done all the work...
As a fan of [interest] I’m sure you’re aware of the
Here’s a framework you can use
importance of [Chat GPT + You].
for personalized emails,
powered by Chat GPT.
I imagine as a [role] you come across the same thing
for [goals/challenges].
The framework is pretty straight
forward and easy to change.
[tie goals/challenge to their interest]
An example of the actual email
can be found on the next page! [Solution]

[CTA]
 TABLE OF
Cold Email Personalization CONTENTS

Example: Personalized Chat GPT Cold Email REFER

& EARN

Personalized cold email example:

Hey Jill,

As a fan of Harry Potter I’m sure you’re aware of the importance of the Marauder's Map to plan
and navigate Hogwarts efficiently.

I imagine as a sales leader you’ve come across the same thing for planning SKO. The need for
something that reveals the entire layout and what to expect so there’s no surprises.

ABC Company is your Marauder's Map for SKO. All you have to do is enter your team size and
budget and we’ll do a cost/planning analysis in seconds.

Get the locations, accommodations and events that your team will love, on top of a full budget
budget breakdown that’ll keep finance happy.

Curious to see how?

 TABLE OF
Cold Email Personalization CONTENTS

Chat GPT Personalized Cold Email Template REFER

& EARN

Strategy:
Personalized cold email example:

Here’s another cold email Hey [Name],

template you can use to tie
unrelated interests to your As a [interest] fan, you know how important [interest]
product. is for [outcome].

Again, make sure you’re not [challenge]

copying and pasting what Chat
GPT says and simply use it as an [tie goals/challenge to their interest]
inspiration and compass.
[Social Proof]
The real magic happens when
you infuse your own unique [CTA]
writing style and perspective.
 TABLE OF
Cold Email Personalization CONTENTS

Example: Personalized Chat GPT Cold Email REFER

& EARN

Personalized cold email example:

Hey Jill,

As a Harry Potter fan, I’m sure you know how important The Marauder’s Map is for navigating the
complexities and intricacies of Hogwarts.

Without it, a lot of unexpected things can happen. Like suddenly running into people with
invisibility cloaks.

The same can be said for planning SKO. Without a great map, it’s hard to navigate the travel,
accommodations and events for the team without running into surprises and going over budget.

ABC Company’s the SKO Marauder’s Map for companies like A, B, C and D. They enter their team
size and budget and we do a full analysis and planning in seconds.

Interested to see how?

Bump Emails
 TABLE OF
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REFER
& EARN

Hey Jill,
Bump Email
Given its Q4, I thought SKO planning
Framework 1 : would be top of mind.

Trigger
Top of mind
Did you have any feedback on my
CTA last email?

Example
 TABLE OF
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REFER
& EARN

Hey Jill,
Bump Email You’ve hired a lot of AEs.
Framework 2:
Usually that means a focus on SKO
Trigger
planning and making sure you don’t
Focus
CTA go over budget.

Example Is that the case for you?

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REFER
& EARN

Bump Email Here’s a visual, Jill:

Framework 3:

Statement
Visual
CTA
Would this be helpful for SKO planning?
These visuals can be venn
diagrams, functionality, g2
Cheers,
reviews or a screenshot of
Mike
your platform.

A lot of examples on the

following pages!
 TABLE OF
CONTENTS

Bump Email Visual: Venn Diagram REFER

& EARN

Strategy

Venn diagrams make for great

bump emails.

Here are some examples you

can use that I created in Canva.

Show the different ways you

help OR how you consolidate
multiple tools.

And put your logo in the

middle of the design showing
you do it all.
 TABLE OF
CONTENTS
Bump Email Visual: Product Features REFER
& EARN
Product feature images can also be effective. Doesn’t have to be fancy. Simple
Strategy: and clear is best. Anything that clearly shows everything your platform
consolidates and can do. Here are some templates you can use.
 TABLE OF
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Bump Email Visual: Product Features REFER

& EARN
Example:
Strategy:

Here’s another way to show

product features in a
visual.

You don’t have to have 4

topics.

2 or 3 topics work just as

well.

Here’s the template in

Canva that you can copy
and use.
 TABLE OF
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Bump Email Visual: G2 Reviews REFER

& EARN
Image Example:
Strategy:

If your product’s rated #1 on G2

take a screen shot and share
that image as a bump email.

Seeing that you’re rated higher

than other solutions, including
the one that they’re using, is a
great way to get their attention
and build some curiosity.
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REFER
& EARN
Hey Jill,

Bump Email Other sales leaders are facing two problems when it
comes to planning SKO:
Framework 4:
1. Not having enough time
Problem Statement 2. Not having confidence in their budget
2 Options
Social Proof We’re helping other startups like XYZ plan their SKO
CTA for 57 reps in < 30 days and with a budget they can
trust.

Example Interested in a quick chat to see how?

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& EARN
Hey Jill,

Bump Email Here’s a resource showing the top 10 SKO

cities with a cost/benefit analysis of each:
Framework 5:
Link
Value
Link
No location is Vegas and usually there’s one
Interest Builder
location sales leaders haven’t considered :)
No CTA

Thought you’d find this helpful.

Example
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& EARN

Hey Jill,

Bump Email Other sales leaders are planing SKO.

Framework 6:
Here’s a calculator they’re using to see
Statement
cost comparisons of different cities.
Resource
Value
No CTA
All you have to do is put in your team size.

Example Thought you’d find it helpful.

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& EARN

Hey Jill,
Bump Email
Did you see ABC Company’s SKO Planning
Framework 7: Guide ?

External resource
We used it to plan our SKO content and it
Value
No CTA was A+

Example Thought you’d find it helpful.

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REFER
& EARN

Here’s a quick video showing how we

can help you plan SKO in under a
Bump Email minute:
Framework 8:

Value
Video
CTA

Example
Worth a chat?
 TABLE OF
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REFER
& EARN

How does this < 1 min video compare to

how you’re currently planning costs for
Bump Email SKO?

Framework 9:

Question
Video
CTA

Example
Think this could help?
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REFER
& EARN
Noticed you’re hiring remote AEs, Mike.
Bump Email
Usually means a lot more planning for SKO.
Framework 10:

Trigger
Statement
Video
CTA

Example Would this quick process for planning and

budgeting be helpful?
Past Customer
 TABLE OF
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REFER
Jill Andersen & EARN

Email New Company > Your Company

Past Customer Hey Jill,

Framework 1: Curious if you remember XYZ company from your time at

[previous company].
Remember
Refresher Quick refresher: We helped you plan your 2023 SKO in Mexico
City for 63 AEs (under budget). Flights, accommodations, events,
CTA
everything.

Example Interested in a quick chat to see if we can do similar things for

[new company]?
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Jill Andersen REFER

& EARN

Email New Company & Your Company

Past Customer Curious if you remember ABC Co from your time at [last company],
Mike?
Framework 2:
I imagine a priority of yours is planning a great SKO for your new team.
Question
Other sales leaders usually struggle with mapping out all the costs so
Priority
they can present a budget with confidence to Finance.
Challenge
Solution ABC Company is helping fast growing startups like XYZ Startup pick the
CTA location and lock everything in (under budget) < 30 days.

Example Would this be helpful for [new company]?

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Jill Andersen REFER

& EARN
New Company and Your Company

Email
Past Customer Hey Jill,

Framework 3: Congrats in the new gig and hope you’re settling in nicely :)

Congrats Last time we spoke you were a VP of Sales at [previous company]

Last time and we helped you plan your 2023 SKO in Mexico City.
Previous results
CTA You locked in the city, flights, accommodations and events in < 30
days. All under budget too.
Example Curious, are you looking to do similar things at [new company]?
Closed / Lost
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REFER
Jill Andersen & EARN

Email 2024 SKO

Closed/Lost Noticed you’re hiring remote AEs, Mike.

Framework 1: Since ABC Company’s historically done SKO analysis in gdocs

how’re you going toEXAMPLE
plan everything now that your team’s
Observation growing?
Context Question
Solution We help sales leaders pick everything from location,
CTA accommodations and events in seconds. All you have to do is
put in your team size and budget.

Example Want to see how it works?

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REFER
Jill Andersen & EARN

Email Reconnect ABC Company

Closed/Lost Hey Jill,

You last spoke with my colleague [name] and mentioned SKO planning
Framework 2: was quite the nightmare in excel.

Last spoke to It was especially hard tracking changes and making sure every cost was
Problem up to date and accurate.
Problem Details
Quick refresher: We help sales leaders plan everything from location,
Refresher
flights, accommodations and events. All you have to do is put in your
CTA team size and budget and you get a full analysis in seconds.

Example Interested in a quick chat to learn more?

 TABLE OF
CONTENTS

REFER
Jill Andersen
& EARN

Email
2024 SKO

Closed/Lost Hey Jill,

Framework 3: Last time we spoke planning SKO was a top priority.

Context Specifically, making sure your team had a great experience while
also being confident you’d stay under budget.
Goal
Value
We help sales leaders compare countries and plan everything in a
CTA couple clicks. All you have to do is enter your team, budget and
date range.
Example
Curious to learn more?
Deliverability
 Domain:
Best Practices Use a separate domain for outbound. For example, if your
(General) primary domain is acme.com then use acme.co or
something similar.

Email Warmup:

Warm up your domain for 2-3 weeks before having people

Follow these best practices when outbound with it. Use a tool such as Lemwarm or
setting up your email domain and
Warmupinbox. Also, your email provider may have this
getting it ready for use.
built in too!
If you already have an email
domain fix these things
Emails Per Address Per Day:
immediately if you’re not doing
them. 50 emails per day per address - use multiple domains or
email addresses if you need to send more than that per
TABLE OF CONTENTS REFER AND EARN rep on a daily basis (this is common).
 TABLE OF
Deliverability CONTENTS

Email Best Practices REFER

& EARN

Strategy: 1 - Make it easy to opt out of your emails. Include a link that’s easy
to use or a PS asking them to unsubscribe. Something like: “PS if
Follow these email best practices you don’t want to hear from me anymore let me know and I will
to ensure you’re: stop.”

Not getting marked as SPAM 2 - 4 emails per sequence max and no breakup emails

Not landing in SPAM 3 - No video or images in the first email. I recommend saving these
for the second “bump” email.
Getting favorable replies
4 - No links in your email except for the one to opt out
This needs to be monitored
closely and taken seriously. 5 - Do not “handle objections” in email. If someone responds “no”
or “don’t email me again” respect that and don’t email them again.
 TABLE OF
Deliverability CONTENTS

Tracking Key Deliverability Metrics REFER

& EARN
What to measure:
Strategy:
Reply Rate

Here are some metrics that

✅ Target: > 5%.
< 3% is a problem and most likely a domain health issue that needs to be
you can use as a baseline. addressed immediately.

Your actual startup may vary Positive Reply Rate

but these are some great ✅ Target: > 1%
benchmarks to start with. It’s not enough to get replies. You want to monitor how often the replies are
positive. If less than 1% probably means the quantity of emails per cadence
If you or your team are not should be reduced and/or more value provided.
hitting these metrics
Bounce Rate
something’s wrong and needs
to be investigated
✅ Target: < 2%
Make sure to verify email addresses as much as possible. Verify emails with
immediately.
your data provider or a tool like never bounce.
 TABLE OF
Deliverability CONTENTS

Deliverability Tools REFER

& EARN

Strategy: (link)

If using gmail, use Google

Postmaster to get visibility
(link)
into key metrics.

If you’re considering a
sequencer tool consider:
(link)
SmartLead, Uptics and
Instantly.

All of these platforms have email warm up,

To be clear: I do not receive
inbox rotation and other tools to help you
any compensation from these
land in the primary inbox. I’d suggest giving
recommendations.
them a shot!
 TABLE OF
Deliverability CONTENTS

Deliverability Tools REFER

& EARN

Strategy:

Here are some tools you

can checkout if you’re (link)
running into problems. Test DMARC, DKIM, SPF and setup domain monitoring.
Alert your IT team with what you find.
To be clear: I do not
receive any money from
them or am endorsed in
any way.

Have simply used them in

(link)
the past and can
Tests where your emails are showing up in the inbox
recommend.
(Main, Primary, Etc)
Linkedin
Connection Requests
 TABLE OF
CONTENTS

LinkedIn REFER
& EARN
Connection Requests
Strategy
My go to strategy is a blank
I’ve seen the most success with: connection request. No note or
Blank
Request context. The message below also
Blank connection requests, works and should be tested too.
assuming your profile picture
and LinkedIn page is clean.
Hey Jill, sending over an email
Email shortly. Subj: “SKO Plans”.
Very straight forward message
Subject Wanted to connect and put a face
that pique’s someone’s
to the name.
interest by sharing the email
subject line.
Messages
 TABLE OF

Message
CONTENTS
Hey Jill, sending over an email shortly.
Example 1 Subj: “SKO Plans”. Wanted to connect REFER
& EARN
and put a face to the name.
3 Step Framework:

Message 1: Refer back to the

email you sent.
Jill, It’s Q4 which means SKO is probably
Message 2: Provide value top of mind. Here’s a calculator that give
based on a trigger. you cost breakdowns by city: [link]

Message 3: Soft CTA offering Thought you’d find it helpful.

to be a resource + social
proof.

When you start planning SKO happy to

Example be a resource - Helped XYZ plan theirs
for 57 reps in Mexico City so feel free to
shoot me questions anytime.
 TABLE OF
CONTENTS

REFER
& EARN

Message
Hey Jill,
Example 2
Its Q4 and other sales leaders are starting to plan
Framework: SKO.

Trigger Here’s a calculator they’re using to compare costs

Value across a bunch of different cities: [link]
Statement
Thought you may find it helpful.

Example
 TABLE OF
CONTENTS

REFER
& EARN

Message Hey Jill,

Example 3
Sales leaders are focused on finding the best city for
their SKO and remote sales teams.
Framework:

Here’s a list of the top 5 cities startups like ABC and XYZ
Focus
chose and why: [link]
Value Social Proof
Interest Building
Provides a great breakdown of locations that provide a
Statement great experience and are also budget conscious.

Example
 TABLE OF
CONTENTS

REFER
& EARN

Message Hi Jill,

Example 4
Great to connect. If there’s anything I can do to help
your team at ABC Company compare options for your
Framework:
SKO in 2024 let me know.

Greeting
Look forward to our connection.
How you help
No CTA
Cheers,

Example
Voice Notes
 TABLE OF
CONTENTS
Example:
REFER
& EARN
Hey Jill,

Voice Note Hope you found my resources helpful.

Example 1
If you’d ever like to chat re SKO planning and
Framework: which countries provide a great experience while
also keeping costs down feel free to let me
Resources Reminder
How You Help know.
Email Reminder
No CTA Also sent you an email with the subject line “SKO
Planning” if you’d like to respond there, too.
Example
Cheers!
 TABLE OF
Example: CONTENTS

REFER
Hey Jill - Thanks for connecting. & EARN

Voice Note I’m talking to a lot of sales leaders and most are
Example 2 trying to plan their SKO (in a city other than Vegas)
to keep costs to a minimum while also providing a
Framework:
great experience for their team.
Greeting
Priority I’ll send over some helpful resources. As you know,
Challenge the planning process can be pretty time consuming
Any questions? and difficult. Especially nailing down the cost of
everything for a larger remote team like yours.
Example
Glad to be connected and if you have any questions
shoot them my way anytime. Cheers!
 TABLE OF
Example: CONTENTS

REFER
Hey Jill,
& EARN

Voice Note Speaking with a lot of sales leaders in Q4.

Example 3
I’m hearing the struggle is real with picking a city and
Framework:
having confidence that costs will stay under budget.
Trigger
Challenge Curious how you’re planning your SKO in 2024.
Question
Top of mind If this is top of mind happy to shoot over some
How you help resources that could be helpful with the planning
CTA process.

Example Also sending you an email with the subject line “SKO” if
you’d prefer to reply there. Cheers!
Cold Calls
Process
 TABLE OF
Example 1: CONTENTS

Hey Jill - It’s Mike with Acme.

REFER
& EARN
I know you didn’t expect my call.

Step 1: Opener Do you have a moment?

Strategy: I promise to be brief.

Concise, clear and easy to understand.

Example 2:
Go to opener should be one that’s
permission based (like example 1) Hey Jill - It’s Mike with Acme.

Tone should be level (no up tones) I’ll be upfront with you. This is a cold call
about [context].
Record yourself on your phone saying
it over and over and over again, until it Do you have 30 seconds to hear why I’m
sounds perfect. reaching out to you specifically?
 Example 1: TABLE OF
CONTENTS
Typically, when I talk to other Sales
Leaders that are hiring, there’s one thing REFER
that’s top of mind: & EARN

Challenge 1 [short description]

Is that same for you or is something else

Step 2: more important at the moment?

Peer to Peer Question Example 2:

Strategy Most sales leaders I talk to struggle with

knowing which city will provide the best
Once you get past the opener it’s critical experience while also being cost conscious.
to demonstrate subject matter
expertise. There’s a lot of nuance with flights,
accommodations and events that’s hard to
Time this question and get it to 45 track when it’s done manually in excel.
seconds or less. Any longer and you’ll
risk losing their attention. Does that sound like your world at all?
 TABLE OF
Example: CONTENTS

That’s actually something I hear from REFER

& EARN
a lot of the founders I speak with and
something we can help with.
Step 3: Close
For context, all you have to do is put
Strategy in your team size and you’ll get a
complete breakdown of costs (by
The moment you learn about a challenge
location) in seconds.
or get interest immediately go for the
close.
That way you can plan SKO
The sole objective of a cold call is to confidently and still have the time to
build interest and book the meeting. focus on revenue generating
activities.
Cold calls should not last more than 5
minutes in length for this reason. Would you be open to taking a quick
look and seeing how it all works?
 TABLE OF
Example 1: CONTENTS

Hey Jill,
REFER
& EARN
Before you hang up...

Do you have a minute for a couple

Step 4: Discovery quick questions so we make the most
Strategy out of our call tomorrow?

After the meeting is booked feel free to ask

Example 2:
some discovery questions.

The objective of a cold call is booking the

Hey Jill,
meeting.
While I have you...
But once a meeting’s booked feel free to
ask a couple questions to set your AE up Mind if I ask 2 quick questions so we
for success. get the most out of our call on Friday?
Openers
 Cold Call Openers TABLE OF CONTENTS REFER AND EARN

Permission Context Humor

Hey, this is Mike with [Company]. Good Hey [Name], it’s Mike with [Company]. I’ll be Hey Jill, it’s Mike with [Company]. I know I’m
morning. I’m reaching out about planning upfront with you. This is a cold call about probably catching you in the middle of
sales kickoff. Do you have a moment? I’ll be [context]. Do you have 30 seconds to hear something, but was hoping to make your
brief. why I’m reaching out to you specifically? day with a cold call here. Do you happen to
have 30 seconds?

Jill, This is Mike with [Company]. I know I Hey Jill. My name’s Mike from [Company]. I Hey Jill, it’s Mike with [Company]. Not going
probably caught you in the middle of know I’m probably catching you in the to lie, this is a cold call. Do you want to
something. Do you have minute for me to middle of something but I was [context] and hang up now or roll the dice and see why I
tell you why I’m calling and you can let me was hoping I could ask you a quick called?
know if you’d like to keep chatting? question?

Jill, This is Mike with [Company], I know you Hey Jill, This is Mike over at [Company], the Jill, it's Mike with Acme, how's Portland
didn’t expect me to call you this afternoon. reason I’m calling you specifically is treating ya? I know I'm callin' ya out of the
Do you mind if I take one minute to tell you [context], did you see the email I sent you or blue, do you have 30 seconds for me to tell
why I called you specifically, and then you does the name ring a bell? you why I'm calling, and if I miss the mark
can tell me whether or not it makes sense I'll just hang up on myself?
to speak?
Objection Handling
 TABLE OF
CONTENTS

Examples for first thing you say: REFER

& EARN
1. That makes sense.

Objection Handling 2. I hear that all the time and

totally understand.
Main Strategy

The first thing you say when you face an 3. That’s usually the case for
objection should always be the same. most sales leaders I speak with.

From there, agree with the prospect to

“diffuse” the situation.
4. Totally get it. I’d feel the same
way if someone called me out of
Then ask a permission based question so the blue.
you can continue the conversation.
 Objection Handling:
I hear that all the time and totally understand
Strategy: 1. Pick your first line. 2. Agree with them. 3. Ask a permission based question.

I’m not interested Send me an email We’re already using X

I hear that all the time and totally I hear that all the time and totally I hear that all the time and totally
understand – most sales leaders aren’t understand – Most sales leaders are busy understand – That’s a great solution that a
looking to change things. If it’s alright with and email is pretty fast. But would you be lot of sales leaders love. If it’s alright with
you can I get 30 seconds to share the #1 open to a quick demo where I show you you can I get 30 seconds to share our
way we help and then you can let me know how to see a cost breakdown by country biggest differentiator and then you can let
if it makes sense for us to keep chatting? based on your team size and budget? me know if you’re interested at all?

We don’t have budget I’m not the right person We’re all set

I hear that all the time and totally I hear that all the time and totally I hear that all the time and totally
understand – Most sales leaders don’t understand – Usually sales leaders benefit understand – Most sales leaders already
have budget right now.If it’s alright with from being able to plan the costs quickly have something in place. If it’s alright with
you can I get 30 seconds to share how our for SKO. Any recommendation on who’d be you can I get 30 seconds to share our
platform would save you money and then the best person to reach out to about this? biggest differentiator and you let me know
you let me know if that cost savings is if it’s interesting at all?
worth chatting about?
Voicemails
 Voicemails TABLE OF CONTENTS REFER AND EARN

Hey Jill, it’s Mike. Sending you an email titled “SKO Planning”.

- Intro
Was calling to share how we helped XYZ Company plan their SKO for 74 reps in less than 30 days
- Email Subject
and under budget. Flights, accommodations, fun activities, everything.
- Social Proof
- No call back
No need to call me back. Look forward to talking to you soon.

Hey Jill, I’m reaching out because it’s Q4 and you’re probably starting to plan your SKO.

I sent you an email. Subject line “SKO Planning”.

- Trigger
- Email Subject Has some insights on the best locations and how to plan everything under budget.
- Teaser
- No call back Thought you’d find it helpful.

No need to call me back. You can respond to that email instead. Look forward to talking to you
soon.
Video
 Video
Strategy:

1. Videos should be 45 seconds or less.

People are busy. More importantly, you
want to make sure prospects get to the
end where the call to action is.

2. Easiest way to stand out is to record a

video with their website or Linkedin as the
background.

3. As far as tools go. Use Loom or Vidyard.

They’re both great and make video sharing
a breeze.

TABLE OF CONTENTS REFER AND EARN

 TABLE OF
Example 1: CONTENTS

Hey Jill, REFER

& EARN
I’m reaching out because it’s Q4 and a lot of sales leaders are
starting to plan their SKO for 2024.
Video
I know the process for selecting the right city and making sure
Similar to cold emails
costs are under budget can be pretty tiring - especially when
but longer.
everything’s being done manually in spreadsheets.
Framework:
Trigger I’m curious to hear if you’ve ever heard of ABC Company. We
Challenge can give you a complete breakdown of costs by city in seconds.
Value All you have to do is enter your team size and budget.
CTA
Let me know if this sounds interesting. I’d be happy to have a
TABLE OF CONTENTS conversation and discuss more if this is a priority of yours.

REFER AND EARN

Cheers!
 TABLE OF
Example 2:
CONTENTS

Hey Jill,
REFER
& EARN
Mike from ABC Company, here. Reaching out because it’s Q4 and
most sales leaders are planning SKO.

Video And I’m curious if your dealing with any of the following:

It being difficult to get costs for different countries and cities

Framework:
Trigger Spending a lot of time tracking everything in excel manually
Problem List
Social Proof Not having an easy way to make updates to the plan when things
CTA change like the number of people going.

If so, would you be open to a chat where I can show you how we
helped XYZ Company plan their SKO in 7 days for 91 reps? Flights,
TABLE OF CONTENTS accommodations, events, everything.

REFER AND EARN Look forward to hearing from you. Cheers!

 TABLE OF
CONTENTS

Example: REFER
& EARN
Hey Jill,

Video: Demos Researching your company I noticed [insight].

Strategy
Usually that means [challenge].
Keep product demo videos to
Here’s how we’d be able to help at Acme.
<1min

That way the buyer actually [short demo].

watches the whole thing, gets
Given we could help you [business outcome] would it
interested, hears the CTA and
make sense to schedule a quick call to dive deeper
sets a call with you. into the product?

The challenge should be the Cheers!

“old way” of doing a specific
process.
Foundation
 TABLE OF
CONTENTS
Selling
REFER
How to Build a Winning Sales Foundation & EARN

If you want to be a top performer then you need

to deeply understand:
Your buyer
Their challenges
How you solve those challenges
How you’re different from competitors

Take the time to complete this workbook and

don’t forget to bookmark it.
 TABLE OF
Selling CONTENTS

How to Perfect Your Talk Tracks REFER

& EARN

Call Customer
Reviews Interviews
Review customer calls: Interview customers and ask:

And write down in your workbook “In your own words can you
the EXACT words and phrases describe the value that we’re
your buyers use. delivering for your business?”

This is one of the most powerful “Who else were you considering
practices you can have as a seller, for this project and why did you
but it’s often overlooked. choose us specifically?”
Discovery Calls
Common Mistakes
 TABLE OF REFER
CONTENTS & EARN

Avoid these 10 mistakes and

your discovery calls will be
better than 90% of sellers.

So pay close attention!

 TABLE OF REFER

Mistake #1 CONTENTS & EARN

Not Preparing Before The Call

The mistake The result: Come prepared:

When I review calls I can tell A generic and poor experience: Take 15 minutes ahead of the call
immediately if someone’s to:
prepared or not. Asking questions your SDR
has already asked. Review company news, the
Guess what? person you’re meeting with,
Asking questions like “what other stakeholders you’ll need
So can your buyer. brought you to ABC to speak to, Salesforce notes,
Company?” SDR notes, etc.
Showing up and going through the
motions doesn’t win competitive Asking questions like “If you Show up with a hypothesis of
deals. could waive a magic wand...” how you’ll help, your first
question, discovery questions
All it takes is 15 minutes to come Providing the same exact and the next step you want to
in as: experience as your set.
competitors.
A professional. Drive the conversation and
Losing deals to “no decision” differentiate yourself as a
And someone who’s well prepared, “price” or “went with seller by being consultative,
consultative and actually brings competitor”. researched and well prepared.
something to the table.
 TABLE OF REFER

Mistake #2 CONTENTS & EARN

Wasting Time With Small Talk

The mistake: Outbound leads: Inbound leads:

90% of sales calls I listen to start When the buyer joins the call: When the buyer joins a call:
with:
Show appreciation for their time Show appreciation for their time,
“Where you calling in from?” and then get right down to the skip the agenda and ask to start
agenda: with your research:
And then 5 minutes of small talk.
That’s 17% of the discovery call Hey Jill, Hey Jill,
spent on something no one really
cares about. Appreciate you taking the time. Appreciate you taking the time.
Buyers are coming to you to solve Here’s what I was thinking for I want to make sure we get the most
important priorities and today’s call.. out of our call today.
challenges their business is
facing. [insert agenda] So I'd like to start with my research,
what I know about your business
Skip the small talk and focus on How does that sound? and how I think we may be able to
what matters most. help.
Helping them. How does that sound?
 TABLE OF REFER

Mistake #3 CONTENTS & EARN

Not Having a Point of View

The mistake: Do this instead: Options are a win-win:

Asking buyers open ended Give your buyer options that No matter what happens after you
questions that don’t show that demonstrate you know what provide options (based on your
you’re a subject matter expert. you’re talking about: expertise and research) you win.
Some examples: Hey Jill, They’ll either agree.
Can you tell me about your role? Thank you for sharing. Which gets you instant credibility as
someone who knows their stuff.
What are your top challenges? I speak with sales leaders in your
situation every day. Or they’ll disagree.
What are your top priorities?
Usually they’re dealing with a And let you know what’s really up.
This puts all the work on the couple things:
buyer and doesn’t position you Even if that happens you still come
as a trusted advisor. Challenge 1 across as knowledgable.
Challenge 2
Ultimately, buyers are coming to And are able to focus the
you for your expertise and Is that what you’re experiencing conversation on the buyer’s
guidance, not to hold your hand or is something else more priorities and challenges.
throughout the entire process. important?
 TABLE OF REFER

Mistake #4 CONTENTS & EARN

Missing Priorities and Challenges

The mistake: Using options: Write these out:

Spending the entire first call: Again, this is the best way to This is all a lot easier if you take the
focus the conversation on their time to write down the key priorities
1. Not doing much discovery and #1 priority and key challenges. and challenges of each persona you
talking mostly about themselves work with.
and what the company does. The talk track is simple:
Make sure to listen to call
2. Mainly asking qualification I speak with [role] every day in recordings so you can use their
questions. ie questions that only your situation and usually exact words and phrases.
benefit the seller. Such as how they’re focused on the following:
many people do you have? What’s You can also interview closed/won
your timeline? etc. Priority 1 customers or internal personas to
Priority 2 get this information.
The entire point of discovery calls
is to learn the buyers #1 priority and Is that the case for you or is If there’s one thing to spend time
the key challenges they’re facing. something else more top of studying and mastering this is it.
mind?
So you can best position your As you can tell, it impacts every
solution and win competitive deals. single phase of the buying journey.
 TABLE OF REFER

Mistake #5 CONTENTS & EARN

Losing Control of The Conversation

The mistake: Keeping control: Another example:

Letting the customer take full Keep control of the conversation Buyer:
control of the conversation. by:
Answering their question Hey, how does X work?
In practice, this looks like the Hey, can you do X?
buyer peppering the seller with Immediately rolling into a Hey, [insert random question]
question after question after question about their #1
question. priority or challenges Seller:
And after answering each Great question. Short answer: Yes.
question the seller pausing and Hey Jill -
not saying anything. I’ll make sure to circle back with
Great question. more details but first it’d helpful
The buyer then taking this as a to understand a couple things so
signal to keep asking questions [insert answer]. I’m only speaking to what’s most
so that’s what they do. relevant to your business.
Now you mentioned earlier that
By the end of the call there’s no you you were looking to X. Would it be ok for me to ask a
understanding of the #1 priority couple quick questions about
or key challenges. Can you share more about that? [priority/challenge]?
 TABLE OF REFER

Mistake #6 CONTENTS & EARN

Trying to Ask Every Question

The mistake: Disco on the demo: Save qualification for last:

Treating discovery as a one time Save some process related Most sellers do the following:
event and trying to cram every questions for the demo.
single possible question into one 1. Ask a bunch of qualification
call. One of the best demo flows: questions.
The conversation feeling like a Asking about how they’re 2. Don’t spend much time talking
30 minute interrogation vs an currently doing something. about the buyer’s priorities and
organic and consultative challenges.
conversation. Learning those challenges, and
then immediately demonstrating Flip that around:
Asking too many process related how it’d work on your platform.
questions that are better asked Come in having a conversation about
right before showing a feature So don’t ask every process what people like them are typically:
on the demo. question on the discovery call. Looking to accomplish
Struggling with
Exhausting the buyer and And spend most of the time
ultimately not building a focusing on the buyers #1 And at the end of the call ask “would it
compelling case to move priority and key challenges be ok if I asked a couple quick
forward. they’re facing. questions to set our demo up for
success?
 TABLE OF REFER

Mistake #7 CONTENTS & EARN

Not Peeling Back The Onion

The mistake: Using options: Question bank:

Most of the time sellers only get If they say “compliance is "Tell me more...."
surface level details about important” that’s only a surface
something and quickly move on. level detail. "Can you share more about..."
I’ve seen a lot of instances in my Use options to dig deeper: "What's a specific example of...."
career where a buyer will even
say “this is our #1 priority” or “this Hey Jill, “I'm interested in learning more
is a key challenge we’re facing”. about..."
I speak with Heads of Talent
And then the seller quickly says everyday and when they’re “Can you offer more insight
“ok great we can definitely help focused on compliance for their into...”
with that” and then moving onto global team...
the next question that’s on their "I'd love to dive deeper on that;
list. Usually that means: could you share more about..."
You need to master the ability of Deeper priority/challenge “You mentioned X... mind
going beyond surface level Deeper priority/challenge walking me through that in more
details and getting the context detail so I have the full picture...”
needed to win competitive deals. Is that the case for you or is
something else more important? "Mind shedding more light on..."
 TABLE OF REFER

Mistake #8 CONTENTS & EARN

Not Differentiating Their Product

The mistake: Process: Why this works:

Most discovery calls sound like: Save 5 minutes after discovery This strategy is critical.
for:
The seller asking a lot of And requires spending the time
questions Telling a compelling story that researching and studying how you
builds interest with your buyer help your customers.
The seller explaining what
they do. You can use a slide or do a quick Make sure to write the script
demo to go a long with your: down.
And no compelling story of how
they can actually help and how 1. Summary of what you heard This is the best way to crystallize
their solution is different. your thought process and commit
2. How you’ll help it to memory.
Ultimately this results in a lot of
lost momentum at the end of the 3. How your product’s different After building interest with a
call. compelling story you’ll be amazed
4. Why those differences matter how easy it is to set a call as the
Which makes locking in next next step with your buyer as well
steps a lot more difficult. Should be 5 minutes or less in as multi thread.
length.
 TABLE OF REFER

Mistake #9 CONTENTS & EARN

Not Multithreading
The mistake: Using process: Using research:

There’s two mistakes I see with When you talk about a specific This is one of the most common
multi threading (or lack thereof) process ask the buyer if they mistakes that I see sellers make:
on discovery calls: own it or someone else on their
team does. Not mapping out who’ll you’ll
Not using processes to probably need to speak with if all
naturally see if any other “Hey Jill - are you the only things go according to plan.
people should be invited. person responsible for XYZ
process or does someone else on Instead of “who will feel left out?”
Not doing some research your team have a part as well?” ask something like this instead:
ahead of the call and mapping
out who you’ll need to speak When you talk about what will “Hey Jill - On the demo I’d like to
with, assuming all things go be covered on the demo use that walk through XYZ process as it
according to plan. as a natural way to involve other relates to [#1 priority].
people.
Ultimately, this results in weak Given that, should we invite Jack to
multi threading attempts at best “Hey Jill - Since we’ll be walking the call?
such as: through XYZ process on the
demo should we invite Jack and Noticed he’s your people manager
“Who’d feel left out if they get his perspective?” and it’d be great to get his
weren’t invited to the call?” perspective since XYZ process will
impact his workflow.”
 TABLE OF REFER

Mistake #10 CONTENTS & EARN

Not Setting Next Steps

The mistakes: The framework: Map it out:

There are three critical mistakes Here’s a process can you use. Whatever you do, don’t wing it when
I see sellers make when it comes it comes to next steps.
to setting next steps: It’s four steps:
Write down all the most common
Not setting next steps and 1. Tell a story that shows why next steps you can take with a buyer
instead giving access to the theres a compelling case for a and the talk tracks you use for them.
platform and saying some partnership (build interest).
form of “let me know if you Write down the next step you’re
have any questions!”. 2. Ask if you can make a looking to set ahead of the call
recommendation on next steps assuming all things go well.
Putting all the work on the (take control).
buyer by asking some form Most importantly, make sure you
of “what do you think would 3. Communicate what the next watch the clock and reserve at least
make sense as a next step steps will be (have a plan). 5 minutes to set next steps and multi
here?” thread.
4. Most importantly share WHY
Failing to set next steps those next steps will be valuable If you do these things you’re going to
altogether because the talk (make it compelling). be able to set a call as the next step
track was not compelling. consistently and effectively.
Foundation
 TABLE OF REFER

Discovery Call Cheat Sheet CONTENTS & EARN

If you take away one thing from discovery let this be it.

Discovery Step 1 Differentiation Step 2 Next Steps Step 3

What’s their #1 priority? How do you help? What’s the exact next step?
What are their key challenges? How’s that different? Why’s it valuable?
Use option based questions. Why do the differences matter? Who else should be included?

Hey Jill, If you want to win large competitive Prep this ahead of time, including
deals (at a premium) you need to the people who should be on the
I work a lot of founders in your differentiate your product. demo, and make a recommendation.
situation and usually they’re focused
on couple of things: Why else would someone spend Save 5 minutes and watch the clock.
more for something? Don’t be afraid to stop while in the
Priority #1 - Short description middle of something.
Priority #2 - Short description This story needs to be told
throughout your sales process so If you don’t get through everything
Is that what you’re experiencing or everyone understands why you’re that’s OK, just included that as part
did I miss the mark? the partner of choice. of the next call.
 TABLE OF

Discovery Call Structure CONTENTS

How I break down a 30 minute discovery call. REFER

& EARN

Item Time Objective

No small talk. Outbound leads = agenda, quick overview and

then asking the first question. Inbound leads = no agenda and
1. The Start 5 min
getting straight into your research and the buyer’s
priorities/challenges.

Asking questions to understand their #1 priority, challenges and

2. Discovery 15 mins processes. Peeling back the onion and getting the critical
details needed to sell on value and differentiate your product.

A clear, concise and compelling story of how you’ll help and how
3. Differentiation 5 mins
you’re different - which builds interest for scheduling a demo.

A recommendation for exactly what the next step should be and

4. The End 5 mins
why it’s valuable, plus multi threading.
1. Agenda
 TABLE OF

Agenda CONTENTS

First Off, No Small Talk REFER

& EARN

Whatever you do, don’t ask the question “where you calling in from?”

My Advice:
Avoid all small talk.
Mike G
17% to 27%. The Best Sales Course
That’s the percentage of the
discovery call you lose if you Buyer’s don’t need to talk about
spend 5 to 8 minutes making
small talk. where they’re from. They need
At the end of the day the buyer’s to talk about how you can help.
coming to you to help with their
priorities and challenges.
Focus on that right from the start.
 TABLE OF
CONTENTS
Agenda
Setting an Agenda (Outbound)
REFER
& EARN

Example:
Important:
Hey Jill - Appreciate you taking the time.
Outbound opportunities are
fundamentally different than inbound
opportuities. On this call I’d love to start with a quick 2 minute overview of
what we do at Acme so you know how we generally help our
The buyer doesn’t know much (if customers.
anything) about your company and their
priorities and challenges are not as
urgent. From there, I’d love to learn more about yourself, what piqued
So you have to treat them differently: your interest in taking this meeting and the key items your org
is working on.
Use an agenda
Give a quick overview of your If there’s alignment we can walk through the platform and chat
company and how you help about how we can go about solving your key goals and
customers.
initiatives.
Then get into discovery and learning
about their priorities and challenges
Is there anything else would you’d like to cover today?
 TABLE OF
Agenda CONTENTS

Quick Overview (Outbound) REFER

& EARN
Example:
Important:
Hey Jill -
Since outbound leads don’t know your
company that well. I did some research and noticed [observation].
Here’s a quick framework you can use for
describing how you help your customers: So typically we help our customers like yourself who’re
focused on:
Share a researched observation
Describe how you usually help
Transition to their business Priority #1 (short description)
Priority #2 (short description)
It’s important to do this to:
Break the ice Before I spend too much time talking about what we do I
Explain how you help want to make sure everything’s relevant to you and your
Demonstrate subject matter
expertise. business.

Important to keep this to 2 minutes or Can you talk to me about your team, challenges and the
less.
overall landscape on your end, if that’s ok?
 TABLE OF

Agenda CONTENTS

Getting Straight to Business (Inbound) REFER

& EARN

With inbound leads you can skip the agenda and jump straight into their
priorities and challenges.
Example:
Strategy:
Hey Jill - Appreciate you taking the time.
Since inbound leads are coming to
you with priorities and challenges
they’re looking to solve. I want to make sure we get the most out of our
call today.
You can get right down to business
and skip the agenda and start asking
about those things. So I'd like to start with my research, what I
know about your business and how I think we
No seller does this and it’s a great
way to respect your buyer’s time may be able to help.
and differentiate yourself from the
competition. How does that sound?
 TABLE OF
CONTENTS
Agenda
Standard Approach to Inbound
REFER
& EARN

Example (Agenda):
Strategy:
Hey Jill - Appreciate you taking the time.
If getting straight down to
business is not natural or your
cup of tea... I have us down until [time] does that work for you?
No worries, I have you covered.
Great, I’d love to start by learning more about
Another framework that’s served yourself, what piqued your interest in taking this
me well over the years:
meeting and the key items your org’s working on.
Starting with an agenda that’s
focused on the customer If there’s alignment we can walk through the
Asking an open ended platform and chat about how we solve your key
question for the first goals and initiatives.
discovery question.
What else would you like to cover today?
 TABLE OF

Agenda CONTENTS

Standard Approach to Inbound REFER

& EARN
Example 1 (Question After Agenda):
Strategy:
Sounds good - Let’s start with what you’re looking to accomplish.
If you take the standard What’s going on in the business that led you to sign up and check
approach, the next step after out ABC Company today?
setting an agenda is asking an
open ended question about
their business. Example 2 (Question After Agenda):
Sounds good - Let’s start by walking through the lay of the land,
Important: Always actively
your priorities and challenges on your side, if that’s ok?
listen and don’t be afraid to
jump in and have them clarify
or share more if something’s Example (Jumping In):
important.
Hey Jill - Apologies to interrupt. But the last thing you said is
Especially if it’s about their important.
priorities and/or challenges.
When you mentioned that SKO was really difficult last year can
you share more about the specifics? That’ll help me better
understand the ways in which we can help.
2. First Question
 TABLE OF
First Question CONTENTS

Research Based Questions REFER

& EARN
Example:
Strategy: Hey Jill,

When it comes to starting a call, a little Excited to speak with you today because I did some
bit of research goes a long way. research and noticed [insert research].

Whatever you do, don’t start calls What else would you add, if anything?
with questions like “What brought
you to ABC Company?”.
Example:
That’s ok but it puts all the work on Hey Jill,
your buyer and 90% of sellers ask
vague open ended questions like that. Excited to chat with you today because I spoke with
my colleague [name] and she mentioned [SDR notes].
Instead build trust and momentum
with your customer by showing Did I get that right and what’s important for me to
you’re thoughtful, a professional and know about your business and what you’re looking to
that you did some work already. accomplish?
 TABLE OF
Second Question CONTENTS

Use Options to Nail Their #1 Priority REFER

& EARN
Example:
Strategy
Hey Jill,
After your first question your buyer
Thank you so much for sharing.
will open up and share some high
level details about their business.
Here’s what I’m hearing... [insert summary].

The best next step after that is to: Did I miss anything?
1. Summarize what you heard
2. Ask a question with options that I work with a lot of founders in your situation and
are focused on their #1 priority. usually they’re focused on a couple things:

Again, avoid open ended vague 1. Priority 1 [short description]

questions like “tell me about your 2. Priority 2 [ short description]
priorities”.
Is that the case for you or is something else more
important to your business with this project?
 TABLE OF
CONTENTS
Second Question
Using a Slide for Discovery REFER
& EARN

Strategy

An alternative way to open the discovery call

and focus on priorities is leveraging 1 slide
for a visual.

Talk Track:
Hey Jill - Here are the ways we typically
help help our customers.

Curious, which one of these jumps off

the screen to you the most? Asking Here are some examples in
because we can focus our conversation Canva that you can use.
there to start.
3. Discovery
 TABLE OF
CONTENTS
Discovery
REFER
Discovery Starts With Preparation & EARN

Complete this workbook.

It’s impossible to be great at

discovery without knowing your
personas deeply.

Here’s a song you can listen to

while you do it.

A little bit of preparation goes a

long way - Mike G
 TABLE OF
Discovery CONTENTS

Using Options to Learn More REFER

& EARN

This is the best strategy for asking direct questions about a buyer’s #1 priority
and challenges. Best part? It can be used in any scenario.

Buyer shares high level business details: Buyer shares a goal:

Hey Jill - Appreciate you sharing. Hey Jill - You mentioned X was a goal.

I work with founders everyday in a similar situation I speak with sales leaders every day and usually
and usually it means they’re focused on couple of that means they’re dealing with a couple things:
things:
Challenge 1 - Short description
Priority #1 - Short description Challenge 2 - Short description
Priority #2 - Short description
Is that what you’re experiencing or is something
Is that what you’re experiencing or did I miss the else more top of mind when it comes to [insert
mark? their goal]?
 TABLE OF
Discovery CONTENTS

Using Process Based Questions REFER

& EARN

Customer’s top priority is cost:

Strategy:
Hey Jill - You mentioned earlier that cost is your #1
Ask 1-3 of these only. Save the rest of priority when it comes to planning SKO.
your process discovery for the demo.
Given that, I’d love to learn how you’re analyzing which
Ask your buyer questions about their
cities are the best options for your budget. When you
processes that are:
need to run a comparison analysis, what happens?
Aligned to their #1 priority.
Lead directly to your differentiators. Have you asked anyone about...?
Hey Jill - You mentioned earlier that when it comes to
Two great CTAs:
SKO cost is your #1 priority.
When you need to X what happens?
Have you asked anyone about X? Given that, have you asked anyone about how to compare
That’s an important question costs by location based on team size? That’s an
because... important question because...
 TABLE OF
Discovery Call CONTENTS

Differentiating Your Product REFER

& EARN

Assume every deal’s a competitive one and make differentiating your product
a key part of your demo process.

Strategy

You want to be “Provider 3” in Buyer’s #1 Priority

your deals, always.

Most of the time, competitors Feature Provider 1 Provider 2 Provider 3

will have at least one solution
for the priority your buyer’s Feature 1
have. Feature 2

So you need to clearly Feature 3

articulate how your solution’s Feature 4
different and why those
differences are important.
 TABLE OF
Discovery Call CONTENTS

Differentiating Your Product REFER

& EARN

To win competitive SaaS deals you have to differentiate your product.

Strategy Have they considered your differentiator?

Differentiate your solution by asking Hey Jill - When it comes to [challenge] have you
questions that lead directly to your considered [differentiator]?
differentiators.
Usually this comes up in my conversations with other
Ultimately, you’re trying to build a sales leaders because of X.
business case around you being the best
provider to help them achieve their
future state. What’s their process for the differentiator?
Hey Jill - When it comes to [challenge] what’s your
A big part of that is having a compelling
process for [differentiator]?
story of how your product’s different and
why those differences are critical for
Asking because of X.
what they’re looking to accomplish.
 TABLE OF
Discovery CONTENTS

What’s going on in the business? REFER

& EARN

This is the best strategy for “peeling back the onion” after hearing high level
details.

Buyer You

That’s great. As a new leader at the company. Can you talk

I started in this role 4
to me about what’s going on in the business and the 1 to 2
months ago.
priorities you have for the next 6 months?

Our team grew from 25 to That’s great. What’s going on in the business that’s driving
45 people this year. that level of growth?

That’s great. What’s going on in the business that drove

We added Jill to the team
her to be hired? And what are her responsibilities as it
this year.
relates to X?
 TABLE OF
Discovery CONTENTS

Peeling Back The Onion REFER

& EARN

Make sure you have some go to questions for when you want to dig deeper on
something.
Examples:
Strategy "Tell me more...."
The best sellers actively listen and then
"Can you share more about..."
dig deeper when the conversation calls
for it.
"What's a specific example of...."

Usually, that’s when a priority or “I'm interested in learning more about..."

challenge is mentioned directly.
“Can you offer more insight into...”
Or a situation’s described where you
know there’s more to it. "I'd love to dive deeper on that; could you share more about..."

Or the customer mentions something “You mentioned X... mind walking me through that in more
that catches your attention. detail so I have the full picture...”
 TABLE OF
Discovery CONTENTS

How to Thoughtfully Ask More Questions REFER

& EARN

If you’ve asked your buyer a fair amount of questions let them know how
many are left.
Peppering them with questions:
Strategy:
Hey Jill - Appreciate you letting me pepper you with a lot of
Thank the buyer for answering questions.
all the questions you’ve asked so
far. I just have a couple more, if that’s ok?

Let them know how many

Gratitude plus a couple more questions:
questions are left.
Hey Jill - Thank you for answering all my questions.
It only feels like an interrogation
when you’re asking questions I just have two more in regards to X and then we can chat
and the other person has no idea about how we can help. Does that work?
when they’re going to end.
 TABLE OF
Discovery CONTENTS

Asking Qualification Questions REFER

& EARN

A couple quick questions, if that’s ok?

Qualification questions:
Hey Jill - Appreciate you running me through everything.
This is information that you need as
the seller and doesn’t benefit the I’ve worked with a lot of other sales leaders in your
buyer at all - like team size. situation and I’m confident we can help with [challenge].

Strategy: Before we get into it I have a couple of quick questions

about your team, if that’s ok?
Ask qualification questions
AFTER discovery OR if it comes
You mentioned earlier...
up organically.
You mentioned earlier you’re leading both the SMB SDR
If you found out what’s most and AE teams for North America.
important to the buyer it’s even
I’m curious, about how many SDRs and AEs do you have
ok to get these details on the
now and what does that look like over the next 6 to 12
demo.
months?
 TABLE OF
Discovery CONTENTS

Summarizing What You’ve Heard REFER

& EARN

At the end of discovery summarize what you’ve heard to ensure you didn’t
miss anything and make the buyer feel like they were listened to.

Strategy:
Example:

Hey Jill,
After you’ve completed your
discovery and learned:
Appreciate you answering my questions.
Their business details
Their #1 priority
Here’s what I’m hearing:
Their challenges

Business details
Summarize everything you’ve
Your #1 priority is X [1-2 sentences of detail]
heard to make sure you didn’t
Some of the challenges you’re facing are A, B and C
miss anything.

What did I miss, if anything?

4. Differentiation
 TABLE OF
Differentiation CONTENTS

Why Are You The Best Provider? REFER

& EARN

Tell a compelling story that builds interest you can leverage to 1) set a next
step 2) win competitive deals.

Strategy:

Assume every deal you’re in is a competitive one. Mike G

The Best Sales Course
The next step is a clear, concise and compelling
story of why you’re the best provider. It’s not enough to learn your buyer’s
#1 priority and challenges.
Which includes:
You also have to tell a compelling
Their goals / challenges story of why you’re the best provider.
How you’ll help
How your different
Why those difference are important
 TABLE OF
Discovery
Differentiation CONTENTS

Step 1: How You’ll Help REFER

& EARN

Strategy:
Example:

Once you’ve summarized their Hey Jill,

business details, #1 priority
and the challenges they’re Appreciate you sharing.
facing.
I now have a much better understanding of your
The first step is clearly team, landscape and key items your org is focused
communicating how you’ll on.
help.
I speak with a lot of founders like yourself and the
Framework:
number one way we’ll be able to help you solve
1. Gratitude
[their #1 priority] is by [how you’ll help].
2. Understanding
3. How you’ll help
 TABLE OF
Discovery
Differentiation CONTENTS

Step 2: How Your Solution’s Different REFER

& EARN

Strategy:
Example:

After that, clearly and directly One thing I want to make sure to call out is that
communicate how your [how you’ll help] is also our biggest
solution’s different. differentiator.

If you don’t differentiate well

it’s going to be difficult to win Other companies you’ll speak with [how the
competitive deals at a competitors do things differently]
premium.
For example, X does a great job with Y but they
Framework: can’t support Z. And A does a great job with B
1. Call out differentiator
but they can’t support C.
2. What competitors do
3. Examples
 TABLE OF
Differentiation CONTENTS

Step 3: Why The Differences Are Important REFER

& EARN

Strategy: Example:

It’s not enough to simply be This is important because we:

different - The third step is
explaining why those [Differentiator explanation]
differences matter.

So you can:
Framework:
1. Differentiator explanation Business Result 1
2. Business result examples Business Result 2
3. Social Proof.
This is exactly how we partnered with XYZ to
Example [Business Result]
 TABLE OF
Discovery
Differentiation CONTENTS

Step 4: Quick 3 to 5 minute Demo REFER

& EARN

Strategy:
Example:

Do a quick 3 to 5 minute demo Hi Jill,

showing that differentiator to
really build interest. I think a quick demo will paint the best picture.

You can also use a slide if you

have a great one. [pull up demo]

But a quick demo is preferred. For example, here’s the main dashboard.

Framework: [3 to 5 minute demo of the differentiator with

1. Segue to demo
an explanation]
2. Call out differentiator
3. 3 to 5 minute demo
5. The End
 TABLE OF
The End CONTENTS

How to Set Next Steps REFER

& EARN

If there’s no next step on the books your deal is significantly less likely to close.

Strategy: 3 steps when setting next steps:

Review closed/won deals: Write down the most
common calls and things that need to happen 1 Describe the next step.
throughout your entire sales process.

Write down your talk tracks for every possible

next step here (at the end of the doc). 2 Share WHY it’s valuable.

Before every call: write down the next step

you’re going to recommend - assuming 3 Suggest a time for the call.
everything goes to plan.
 TABLE OF
The End CONTENTS

Recommending Next Steps REFER

& EARN

Always make a recommendation for next steps and leave nothing to chance.
Example:
What NOT to do:
Hey Jill - Looking at the clock we have about 5 minutes left.

1) Leave it up to the buyer: I’ve really enjoyed our conversation and I’m confident that we can
help build your revenue system for scale by consolidating
“What do you suggest as the best everything into a single platform.
next step?”
Based on that, may I make a recommendation here on next steps?
2) Not setting a call:
Great. Here’s what I’d recommend:

“I’ll send you an email giving access A 60 minute product deep dive where we’ll walk through the
to our platform and a scheduling link workflows for X, Y and Z as it relates to [challenge].
if you’d like to book more time with
me.” Does tomorrow same time work for you?
 TABLE OF
The End CONTENTS

Multi Threading REFER

& EARN

Always ask to include stakeholders who own any part of the process that
you’ll be showing on the demo.

Example:
Strategy
Hey Jill,
Before your discovery call.
On the demo I’d like to walk through XYZ process
Go on Linkedin and research what as it relates to your #1 priority of X.
end users you’d like to try and get
on the demo. Given that, should we invite Jack to the call?

When you propose next steps Noticed he’s your people manager and it’d be
include their name and why it would great to get his perspective since XYZ process
be valuable for them to join. will impact his workflow.
Demos
Common Mistakes
 TABLE OF REFER
CONTENTS & EARN

Avoid these 8 mistakes and

your sales demos will be
better than 90% of sellers.

So pay close attention!

 TABLE OF REFER

Mistake #1 CONTENTS & EARN

Not Preparing Before the Demo

The mistake: What we heard slide: Where we’re going slide:

Two of the biggest mistakes you A simple slide that clearly A simple slide that clearly
can make on a demo: communicates the following: communicates the following:
Not using the information Key business details Exactly what you’ll be showing on
you learned on the discovery the demo.
call to shape your demo. Their #1 priority
How your features are
Not using a couple of key Their key challenges differentiated from other providers.
slides to communicate what
you heard on the last call as After showing this slide always That way your buyer knows exactly
well as what to expect for ask the question: what to expect on the call and is
the demo. excited to see those differences in
“Has anything changed since we action.
If you want to win competitive last spoke?”
deals it’s more important than Remember, when you run the demo
ever to run a highly professional Sometimes your buyer will have come back to this slide after you show
and consultative sales process. changes or new details they each feature.
forgot to mention on the first
call. This makes for a professional and well
run call.
 TABLE OF REFER

Mistake #2 CONTENTS & EARN

Not Tailoring The Demo

The mistake: Valuable exercise: Pre demo prep:

Two mistakes I see often: Map out the following: Before the demo take the time
to prepare:
Showing the exact same demo The most common priorities
flow for every buyer, regardless and challenges of your Your demo flow: the 1-3
of their situation. personas. things you’ll show during
your demo.
Not going deep into what’s Everything you can show for
most important to the buyer. each of those challenges and Your slide deck with two
priorities. slides: “what we heard” and
Key takeaway: “what we’ll show”.
What your talk tracks are
Everything you show should be when showing those things. Your talk tracks for what
directly related to their #1 priority you’ll say when you show
and challenges. That way, you can always each feature, especially how
leverage this resource. your product is different
Whenever possible communicate from other providers.
how your product’s different and And quickly be able to prepare a
why those differences are demo that’s tailored to your The discovery questions
important. buyer’s situation. you’ll ask throughout the
demo.
Fill that all out here, friends.
 TABLE OF REFER

Mistake #3 CONTENTS & EARN

Trying to Show Everything

The mistake: 1 to 3 features: Best feature first:

Trying to cram every feature into Only show the 1 to 3 most Start the demo with your most
the demo. powerful features for your powerful feature first.
buyer’s use case.
It’s counterintuitive but the less In order to gain your buyer’s
you show the more memorable and Depending on how complex and attention and build momentum
more powerful your demo will be. how long the features take to as quickly as possible.
demonstrate.
If you show too much it’s difficult If you save it for the end...
for buyers to remember everything This will ensure your story is
you showed and all the platforms compelling and memorable. You risk your buyer checking out
they see will blend together. early and not paying attention
It will also ensure that you have when you’re showing what will
I can’t tell you how many times an enough time for critical things make the biggest impact for
AE on my team was selling the best like setting next steps and multi their business.
product but the feedback at the threading.
end was: Always prepare and come into
Call out these features the demo knowing exactly what
“All your platforms are basically throughout the sales process you’re going to show first, why
the same so it’s going to come including things like your follow and what your talk track is.
down to price”. up emails.
 TABLE OF REFER

Mistake #4 CONTENTS & EARN

No Context Before Showing a Feature

The mistake Why you’re showing it: Ask about their process:

Two mistakes that happen Before showing a feature Before showing a feature ask
frequently before showing a communicate why you’re about how they’re currently
feature: showing it. doing the process you help with.
Going feature to feature Bonus points for explaining how That way you can clearly
without providing any your feature is different. communicate how you’ll help
context. when giving a demo:
Hey Jill,
Never asking how they
currently do a process I’m starting with [feature] Hey Jill,
before showing how the because it will be the most
process works with your impactful for solving [key The first thing I’m going to show
platform. challenge]. you is how to X.
If you know how they’re It’s also our biggest Before I dive in would you mind
currently doing something it’s a differentiator because of Y. putting me in your shoes and
lot easier to compare, contrast walking me through how you’re
and position your product. Which I’ll explain further as we currently doing X step-by-step?
walk through everything
together.
 TABLE OF REFER

Mistake #5 CONTENTS & EARN

Bad Questions After Showing a Feature

The mistake: 2 better questions: Multi threading:

Two questions that get asked 1. What stood out the most about Here’s a question you can ask if
90% of the time after showing what I just showed you? the feature usually touches other
something: people in the organization.
Don’t assume you know what
“Do you have any questions?” your buyer values. This question
is great for understanding their Hey Jill,
The answer is always no. perspective and what resonated
the most. Curious, is there anyone else on
“Does that make sense?” your team that would get value
2. What was running through from being able to X?
The answer is always yes. your mind as I was showing how
to [what the feature does]?
Instead, ask questions that Use this question when it typically
actually get valuable details. People always have ideas and impacts other team members.
thoughts running through their
And help you better understand mind when they’re seeing Bonus points for using the name of
the perspective of your buyer something. the person in their organization
and what their feedback is for that you think would benefit from
what you just showed. This questions is great at the feature.
getting that honest feedback.
 TABLE OF REFER

Mistake #6 CONTENTS & EARN

Not Differentiating
The mistake: Call it out: Put in slide deck:

Sellers spend so much of their Be explicit about your Add your differentiators to your
time, day in and day out, with their differentiators: slide deck.
product:
Hey Jill - How important is That way:
Doing demos [differentiator] to you for solving
Learning features [challenge]? Your champion can always
Talking to team members refer back to them easily.
Ok great.
That they often forget that their When your champion shares
buyer’s have never seen their This is a differentiator of ours the deck internally other
product before. because of XYZ. stakeholders will see them
called out.
And what it actually takes to To ensure an apples to apples
make a compelling case against 2 comparison I’d ask other Saying your differentiators once is
or 3 competitors. providers to show how they not enough.
approach [differentiator].
You have to be crystal clear about You need to say them in calls, add
how your product is different and them to decks and share them
why those differences matter. repeatedly.
 TABLE OF REFER

Mistake #7 CONTENTS & EARN

Not Multithreading
The mistake: Same side of the table: Time and Alignment:

Often sellers have “random acts Here’s a question you can use to For demos save 10 minutes for next
of multi threading” or no multi get on the same side of the table steps.
threading attempts at all. of your buyer.
There’s a lot more to unpack.
Rare to see an AE use an Hey Jill -
effective and repeatable Once you’re both on the same side
process. Looks like there’s potential for a of the table you need to align on the
great partnership here. following critical aspects:
After the demo you should have
built significant momentum and Curious, if it was just up to you 1. Process Alignment
interest. would this be something you’d 2. Stakeholder Alignment
want to move forward with? 3. Success Alignment
Which makes it a great time to 4. Hesitation/Risk Alignment
ask your champion some This creates a space.
“tougher” questions. Once you’re aligned you’ll have a
Where you’re both motivated much better confidence interval for
These really pressure test the and aligned with mapping out where your deal stands and what’s
deal and map out the steps, who the steps and people that need needed to close/won.
needs to be involved and what’s to be involved.
important to them
 TABLE OF REFER

Mistake #8 CONTENTS & EARN

Not Setting Next Steps

The mistake Next steps framework: Make a recommendation:

When you don’t have a call on the 1. Make a recommendation. Do not leave next steps to chance
books your deal has significant risk. by asking questions like:
2. Communicate the exact next
Common mistakes I see: step you think should happen. “What do you think make sense
from here?”
1. Not writing down ahead of time 3. Communicate WHY that next
the next step you’re going to step would be VALUABLE. “What next step would you like to
propose, assuming everything goes take from here?”
well. 4. Propose a time.
Instead:
2. Not saving enough time. My advice:
Take control of the conversation
3. Not making a recommendation. 1. Document all the typical next and ask:
steps and why they’re valuable.
4. Not communicating the exact “Do you mind if a make a
next steps you think you should 2. Write down the next steps recommendation for next steps
take. you’re going to propose before here?”
the demo -- assuming everything
5. Not communicating why those goes according to plan. And then propose your next steps
next steps would be valuable. and why they’re valuable.
Do all that here.
Foundation
 TABLE OF
Demo CONTENTS

4 Steps For Running a World Class Demo REFER

& EARN

Step Time Description

Create a “what we heard” and “what we’ll show” slide deck. Write
Preparation 15 mins down the discovery questions you’ll ask and the next steps you want
to take (assuming everything goes well).

Two slides: “What we heard” and “Where we’re going”. Align with
Slide Deck 10 mins everyone on the call on the “what we heard” slide. “What we’ll show”
slide should include differentiators.

Deep dive into what you outlined on the “what we’ll show slide”. Ask
Demo 25 mins
discovery questions and differentiate yourself throughout the demo.

Get your champion on your side and map out the next steps, and
The End 10 mins align on their process, stakeholders, success criteria and any
hesitations/risks. Make a recommendation for next steps.
1. Preparation
 TABLE OF
Preparation CONTENTS

5 Things to Prepare For Every Demo REFER

& EARN
Strategy What to prepare:
1 - Slide Deck: “What we heard” and “Where we’re going” slides. That
The best sellers prepare before
cover 1) priorities, challenges and future state 2) what to expect for the
every call, especially demos.
demo and how you’re different from other providers.

Here are 5 things you should 2 - Discovery Questions: Write down the exact questions you’re going to
know before jumping into that ask throughout the demo and why.
meeting.
3 - Demo Flow: The exact features you’re going to show and why. Should
be tailored to their #1 priority and key challenges. Call out when the
15 minutes is all the time it takes
feature is different from other providers.
to get this information so you
can come in, build trust and 4 - Multi threading: Running through a multi threading framework for
provide a great experience for learning their internal process, stakeholders, success criteria and
your buyer. hesitations/risks.

5 - Next Steps: You should write down the specific next step you’re
looking to set with the buyer. Assuming everything goes as planned.
2. Slide Deck
 TABLE OF
CONTENTS
Slide Deck
Preparing The Slides REFER
& EARN

Start every demo with a slide deck going over “what you heard” and
“Where we’re going” on the demo.

What we heard slide: Where we’re going slide:

1 - Their #1 priority. Ideally, using their words 1 - What you’re going to show. The 1 to 3
and phrases from the discovery call. things you’re going to show on the demo.

2 - Current challenges. What are the most 2 - Differentiators. How what you’re going to
pressing challenges re their #1 priority? show is different from other providers and
why those differences are critical.
3 - Future state. The desired solution and
what would make for an ideal partner.
 TABLE OF
CONTENTS
Slide Deck
REFER
The Demo Slide Deck & EARN

Start every demo with a slide deck going over “what you heard” and
“what you’ll show” on the demo.

Strategy

Here‘s a couple examples of the

slides you can use.

Doesn’t need to be fancy or

anything. Just needs to be clear,
concise and compelling.

90%+ of sellers don’t do this. So

take advantage!
 TABLE OF
Slide Deck CONTENTS

How to Start Your Demo REFER

& EARN

Strategy Starting the demo:

You don’t need an agenda. Hey Jill - Appreciate you taking the time today.

I’d like to start by sharing what I heard from our last conversation
Start the demo by jumping [show “what we heard” slide].
straight into your slide deck.
Curious, has anything changed since we last spoke?
New stakeholders?

Align with them after walking Aligning with new stakeholders:

through the “what we heard”
Hey Jack - Would love to get your take on what Jill and I
slide to ensure you discussed.
understand their perspective.
Does this all apply to you and your team or what else is going on
from your perspective?
3. Demo
 TABLE OF
CONTENTS
Demo
Show Your Most Impactful Feature First REFER
& EARN

Use this talk track to make sure you have your champion’s FULL attention before
showing your most powerful feature.

Strategy: Example:
People have short attention
Hey Jill,
spans.

If you remember one thing from our demo and

Start your demo off with a bang
conversation today, let it be how to
in order to build momentum and
[benefit/result of most impactful feature].
keep their attention.

And here’s why... [tie back to their #1 priority].

This talk track ensures you have
your buyer’s attention for your
most important feature.
Should be a feature that differentiates you!
 TABLE OF
Demo CONTENTS

Before Showing a Feature REFER

& EARN

Before showing a feature explain why you’re going to show the feature.

Strategy Example:
Before showing a feature
explain WHY you’re showing The first feature I’m going to show is X.
the feature.
I’m starting with this because it will be the most
Tie it back to their: impactful for solving [key challenge].
#1 priority
A key challenge
It’s also our biggest differentiator because of Y.

And explain how your solution

Which I’ll explain further as we walk through
is differentiated from other
providers. everything together.
 TABLE OF
Demo CONTENTS

Before Showing a Feature REFER

& EARN
Before showing a feature ask how they’re currently doing the process.

Example:
Strategy
Earlier you shared you were struggling with [challenge].
Ask process related questions that:
Would you mind putting me in your shoes and walking
Are aligned with the buyer’s #1 me step-by-step through your process for X?
priority and/or challenges

Lead to your solutions that are Example:

differentiated from other
providers. Hey Jill - Earlier, you mentioned that you were looking
to improve X.

These should all be mapped out and

So I have a better understanding, can you walk me
prepared ahead of your demo.
through the step by step process for X, if that’s OK?
 TABLE OF
Demo CONTENTS

Before Showing a Feature REFER

& EARN
Before showing a feature ask how they’re currently doing the process.
Example:
Strategy Hey Jill - Before I jump into X would love to learn how it works for you today.

Two more examples for process Can you put me in your shoes for a moment and walk me through your
related questions you can ask process step by step?
your buyers.
When you need to X what happens?
The first example uses a great
question “when you need to X Example:
what happens”?
Hey Jill - I’d like to start by discussing X.

The second question requires

Typically sales leaders are [process]. Which is challenging because of [issue].
preparation and coming in with a
point of view (which I love). Can you walk me through how you’re doing it, if that’s ok?
 TABLE OF
Demo CONTENTS

After Showing a Feature REFER

& EARN
Whatever you do, don’t ask “any questions?” or “does that make sense?”

Strategy
Go back to “where we’re going” slide:
After showing a feature go back to your slide deck that shows
After showing a feature go back “Where were going”. That way the flow and journey of the
to the “what we’ll show” slide. demo is as clear and smooth as possible.

Ask a question that learns what

they value or if there are multi Examples:
threading opportunities.
1 - What about [process] stood out to you the most?

Going back to the slide is 2 - Curious, what was going through your mind when I was
important for the flow of the showing [process]?
demo and the expectations you
set at the beginning of the call. 3 - Would anyone else on your team benefit from being able to
[benefit]?
 TABLE OF
Demo CONTENTS

After Showing a Feature REFER

& EARN
Whatever you do, don’t ask “any questions?” or “does that make sense?”

Example:
Strategy:
You mentioned X is the biggest [challenge] and we just
Another great framework for walked through how we’d solve it. Want to pause for
the question to ask after your candid feedback.
showing a key feature:
What stood out to you the most?
Refer back to the priority or
challenge that matters to your
Example:
buyer.
Since this is an important feature for achieving [#1
Ask for their candid feedback or priority] I’d like to pause and get your candid feedback.
what stood out the most.
Mind sharing what caught your attention as we walked
though that?
 TABLE OF
Demo CONTENTS

Differentiating Your Product REFER

& EARN
Assume every deal’s a competitive one and make differentiating your product
a key part of your process.
Strategy

You want to be “Provider 3”

always in your deals.
Buyer’s #1 Priority

Most of the time, Feature Provider 1 Provider 2 Provider 3

competitors will have at least
one solution for the Feature 1
challenge your buyer’s have.
Feature 2

So you need to clearly Feature 3

articulate how your solution
Feature 4
is different and why those
differences are critical.
 TABLE OF
Demo CONTENTS

Differentiating Your Product REFER

& EARN
Assume every deal’s a competitive one and make differentiating your product
a key part of your process.
Example:
Strategy Hey Jill - How important is [differentiator] to you for solving [challenge]?

Ok great. This is a differentiator of ours because of XYZ. To ensure an

In order to win competitive deals you
apples to apples comparison I’d ask other providers to show how they
need to communicate: approach [differentiator].

1 - When a feature you have is

different from other providers. Example:
Hey Jill - When you think about [challenge] how important is the ability to
2 - WHY that’s important to the buyer [differentiator]?
and evaluation.
Ok great. If I haven’t mentioned before this is a key differentiator of ours
because of XYZ.
Remember to always tie that feature
to their #1 priority and/or challenge. This is important because of ABC.
 TABLE OF
Demo CONTENTS

Differentiating Your Product REFER

& EARN
Assume every deal’s competitive and make differentiating your product a
key part of your process.

Strategy
Example:
Hey Jill - Curious, have you asked anyone about [differentiator]?
Here are two questions you can ask
that broaden the perceived solution That’s an important question because...
set for your buyer.

The first example uses one of my Example:

favorite questions: “have you asked
Hey Jill - You mentioned earlier that X was your #1 priority.
anyone else about?”
That’s the case for a lot of sales leaders I speak with and
The second example is a classic usually their concerned about [differentiator].
framework that leverages their #1
priority that you learned about in Is that top of mind for you as well?
discovery.
Multi Threading
 TABLE OF
Demo CONTENTS

After Finishing the Demo REFER

& EARN

Strategy:
Example:

Hey Jill - Appreciate your time today.

After showing a demo ask:

I’m curious. On a scale of 1-10 how would you rate this demo
How would you rate the demo for solving
for helping with [#1 priority]?
[#1 priority] on a scale of 1-10?
If they rate high:
If they answer high ask why so you can
understand exactly what they value. That’s great! I have to ask... What made you rate us so
high?
If they answer low ask what “would make
it a 10?" so you can address their concerns. If they rate low:

Appreciate the candor. Curious, what would it take for you

to rate us a 10? Would love to get your perspective here.
 TABLE OF
Demo CONTENTS

Multi Threading REFER

& EARN
Strategy

When it comes to multi threading Step 1: Get on the same side of the table:
after the demo there are three key
Hey Jill -
parts:

Looks like we have about 10 minutes left.

1. Saving enough time. For a demo
that’s 10 minutes to be safe.
I’ve really enjoyed our conversation and
seems like there’s potential for us to help
2. Getting on the same side of the
with [#1 priority].
table as the buyer.

Curious, if it was just up to you, is this

3. Asking questions to align on their
something you’d like to move forward
process, stakeholders, success
with?
criteria and any hesitation/risk.
 TABLE OF
Step 1: Process alignment: CONTENTS

Hey Jill,
REFER
& EARN
I work with a lot of organizations and one thing I’ve learned is
Demo that internal processes are always specific and unique.
Multi Threading With that in mind, can you walk me through the step by step
Strategy process on your side that would set us up for the most success?

At this stage of the sales

process it’s time to ask your
Step 2: Stakeholder alignment:
champion “hard” questions. Hey Jill,

Since they’re “on the same side Thank you so much for walking me through your process.
of the table” they should be
Curious, for that process, what stakeholders would have
forthcoming and give you the
influence or a perspective that’s important for us to hear?
insight you need to understand
how viable this opportunity is Asking because I want to to ensure there’s alignment across
and exactly what needs to your team and no one’s hearing about this for the first time too
happen to make the partnership late in the process.
a success.
 TABLE OF
Step 3: Success alignment:
CONTENTS
Hey Jill,
REFER
For each of those stakeholders can you talk to me about their & EARN
Demo perspective on SKOs and what would make them excited to
move forward with a partnership?
Multi Threading
Have you worked any similar purchases with these stakeholders
Strategy before and what was most important to them?

Next, you need alignment on

both what would make the
Step 4: Hesitation / risk alignment:
process successful and what Hey Jill,
may be a hesitation or risk.
And on the flip side what do you think would cause friction or
After the last two questions I’d resistance to us finalizing something like this?
say:
For any purchase that didn’t go through what were the reasons
why?
“Thank you so much Jill, I just
have a couple more questions if Asking because this will help us plan our mutual success plan
that’s ok?” together and ensure this project is a success.
4. Next Steps
 Example: TABLE OF
CONTENTS
Hey Jill - Thank you so much for running me through
everything. REFER
& EARN
Demo I’ve really enjoyed our conversation and I’m confident that we
Setting Next Steps can help plan your SKO at a great place while also being
confident in the costs being under your budget of 87k.
Strategy
Based on that, may I make a recommendation on next steps?
After running through the multi
threading framework you now Here’s what I’d suggest:
have everything you need to
plan strong next steps. A 45 minute call with XYZ where we’ll:
Review our conversations to date, how we’ll help with your
Here’s an example BUT the #1 priority of [#1 priority] so we’re all aligned.
actual script will vary Walk through the process of running a cost analysis and
significantly based on what you get XYZ’s feedback since she’ll be running that.
learn. Go over a mutual success plan we’d use if we decide to
partner - so timelines/expectations are clear.
This framework should give you
a great idea though. Does tomorrow same time work for you?
Multi Threading
 TABLE OF
Multi Threading CONTENTS

The Importance of Multi Threading REFER

& EARN

10% to 20%: The difference multi threading can make on your close rate.

Win Rate
50%
Strategy:

The impact of involving additional

40%
stakeholders on your deal can’t be overstated.

Important: 30%

The best multi threaders do two things:

Prepare and research who they need to 20%

speak with at the organization.

Make recommendations (take ownership 10%
and drive) on who should be included in the
buying process and WHY it’s valuable to
0%
them. 1 Contact 2 Contacts 3 Contacts 4 Contacts
 TABLE OF
CONTENTS

REFER
Multi Threading & EARN

The Most Important Multi Threading Question

(Look at everything through this lens)

What would it take for me to

introduce someone to my boss?
 TABLE OF
CONTENTS
Multi Threading
The 4-Keys to Multi Threading REFER
& EARN

Step Strategy

1 - Personas Taking the time to map out every stakeholder you typically need to speak with
in order to close/won a deal, what they value and the words/phrases they use.

2- Preparation Ahead of the first call map out the people in the buyer’s organization that
you’re going to need to speak with if the partnership is going to be successful.

3 - Trust / Confidence Run a professional sales process that’s buyer focused in order to build trust
and confidence for introducing you to other team members of the organization.

4 - Recommendations Be prescriptive and make recommendations that include multi threading as

part of your next steps and what would drive a successful partnership.
Fundamentals
 TABLE OF
CONTENTS
Multi Threading
REFER
Building Persona Expertise & EARN

Strategy:
Map out all the stakeholders that
are typically involved in your deals.

Write it all down:

The workbook maps out the following

for your personas:
Their goals
Their challenges
Their processes
Use this workbook to map out your common
Product differentiators
personas, the words and phrases they use and
Relevant case studies and resources
most importantly how you help them
 TABLE OF
CONTENTS
Multi Threading
REFER
Preparing Before the Discovery Call & EARN

Researching the company:

Strategy:
Do a simple news search by putting the company’s name
Have a pre determined research into Google and then clicking the news icon.
plan that you follow before each
and every discovery call.
Knowing the stakeholders:
One of the best ways to build Map out the stakeholders you’ll probably need to speak
trust with your buyer is to come with if this partnership is to move forward.
in prepared, well researched and
with a point of view.
Writing down the best next step:
Here are some effective details Before going into any meeting write down the next step
that will help set you up for that would be most effective in moving the deal forward.
success ahead of your call.
 TABLE OF
CONTENTS
Multi Threading
The Fundamentals of Building Trust REFER
& EARN

Having strong sales/professional acumen:

Strategy:
Showing up looking professional (including background),
Here are the three most
researching ahead of the call, being preapre and running
important aspects for building a tight and organized sales process.
trust with your champion -
starting on the discovery call.
Understanding what’s most important:
Do not underestimate the power Coming out of the call with a clear understanding of
of these, especially having strong exactly what’s most important to the buyer and their
sales/professional acumen. organization - saving this in your CRM for easy reference.

At the end of the day are you Telling a compelling story:

someone that your champion will By the end of the first call you should have 1) learned
be motivated and confident to what’s most important 2) communicated exactly how
introduce their boss to? you’ll help 3) shared how your solution is differentiated.
2. End Users
 TABLE OF

Multi Threading CONTENTS

Multi Threading With Discovery Questions REFER

& EARN

Example:
Strategy:
Hey Jill,
Start multi threading on the
Curious, are you running X process by yourself or do you
discovery call.
have team members who are also a part of it?

Simply ask who would be

involved in the process and how Example:
when discussing workflows.
Hey Jill,

These questions can calso be I’d like to ask some questions about X as it’s important to
asked on the demo if needed. your #1 priority of Y.

Can you walk me through the step by step process

including who’s involved and how?
 TABLE OF
CONTENTS
Multi Threading
REFER
Multi Threading When Setting Next Steps & EARN

Example:
Strategy:

Hey Jill,
You can also multi thread end
users when setting next steps.
That’s Great.
Including end users is critical for
Since we’ll be going through the workflow for X
building the strongest business
would it make sense to invite Y to the call?
case possible for the economic
buyer.
Usually [end user]s have a unique perspective, a
sense of what they’re looking for and questions on
Be strategic.
specific functionality.
And don’t skip it and just try to go
What do you think?
to the top as soon as possible.
 TABLE OF
CONTENTS
Multi Threading
REFER
Multi Threading When Setting Next Steps & EARN

Strategy: Example:
Here’s another great example Hey Jill,
of how to use what you’re
going to show as an organic Here's the agenda for our demo:
and natural reason for inviting
someone else on their team. [include the procedure]

Also a great reminder of why I understand the significance of this for [mention the
it’s important to research position] due to [explain the rationale].
ahead of time who the right
people may be. Considering that, would you consider including X in
our meeting to gain their viewpoint?
3. Decision Makers
 TABLE OF
Multi Threading CONTENTS

Asking Your Champion Direct Questions REFER

Example 1: & EARN

Strategy: Could you shed some light on the steps involved in

obtaining a signature within your organization?
When it comes to multi
Example 2:
threading you have to lean
into the “hard” questions and Would you be open to sharing the process that happened in
not be afraid to test your the past for finalizing a partnership like this one?

champion.
Example 3:
If you’ve built enough trust Could you walk me through the steps your team follows
and confidence they should when considering purchases like this?
be more than willing to plan
this out.
Example 4:
Usually, VP of Sales want to have their eyes on a tool like X.
Is Jack the right person for us to include on our next call?
 TABLE OF
Multi Threading CONTENTS

Multi Threading REFER

& EARN
Strategy

When it comes to multi threading Step 1: Get on the same side of the table:
after the demo there are three key
Hey Jill -
parts:

Looks like we have about 10 minutes left.

1. Saving enough time. For a demo
that’s 10 minutes to be safe.
I’ve really enjoyed our conversation and
seems like there’s potential for us to help
2. Getting on the same side of the
with [#1 priority].
table as the buyer.

Curious, if it was just up to you, is this

3. Asking questions to align on their
something you’d like to move forward
process, stakeholders, success
with?
criteria and any hesitation/risk.
 TABLE OF
Step 1: Process alignment: CONTENTS

Hey Jill,
REFER
& EARN
I work with a lot of organizations and one thing I’ve learned is
Multi Threading that internal processes are always specific and unique.
Multi Threading
With that in mind, can you walk me through the step by step
Strategy process on your side that would set us up for the most success?

At this stage of the sales

process it’s time to ask the hard
Step 2: Stakeholder alignment:
questions to your champion. Hey Jill,

Since they’re “on the same side Thank you so much for walking me through your process.
of the table” they should be
Curious, for that process, what stakeholders would have
forthcoming and give you the
influence or a perspective that’s important for us to hear?
insight you need to understand
how viable this opportunity is Asking because I want to to ensure there’s alignment across
and exactly what needs to your team and no one’s hearing about this for the first time too
happen to make the partnership late in the process
a success.
 TABLE OF
Step 3: Success alignment:
CONTENTS
Hey Jill,
REFER
For each of those stakeholders can you talk to me about their & EARN
Multi Threading perspective on SKOs and what would make them excited to
move forward with a partnership?
Multi Threading
Have you worked any similar purchases with these stakeholders
Strategy before and what was most important to them?

Next, you need alignment on

both what would make the
Step 4: Hesitation / risk alignment:
process successful and what Hey Jill,
may be a hesitation or risk.
And on the flip side what do you think would cause friction or
After the last two questions I’d resistance to us finalizing something like this?
say:
For any purchase that didn’t go through what were the reasons
why?
“Thank you so much Jill, I just
have a couple more questions if Asking because this will help us plan our mutual success plan
that’s ok?” together and ensure this project is a success.
 TABLE OF
CONTENTS
Multi Threading
REFER
Use Meeting Prep for Recommendations & EARN

Strategy: Example:
I like this approach because it Hi Jill,
frames everything around making
your champion look good. To ensure we make a strong impression on your executive team
and knock this out of the park.
What a lot of sellers forget:
Here are the essential things we’ll probably need to complete
before that meeting:
Your champion is putting their
Thing 1 - Short description including who should be invited
reputation on the line when
Thing 2 - Short description including who should be invited
introducing you to their boss.
But I definitely don’t know your company like you do, Jill. So what
So take the time to frame it this would you change?
way to really get their buy in.
 TABLE OF
CONTENTS
Multi Threading
REFER
Using MAPs for Recommendations & EARN

Example:
Strategy:

Although MAPs take time there Hey Jill,

one of the best tools for driving
alignment on: Here’s a plan that I’ve partnered with other Sales
Steps that need to be taken Leaders on to make our partnership as successful
Who needs to be involved as possible.

Important: Explain why it’s You’ll notice that one of the key steps is including
important to include the X on a call. This is important because of Y reason.
additional stakeholders.
Would that be something you’re open to?
 TABLE OF
Multi Threading CONTENTS

Making Strong Recommendations REFER

& EARN
Example:
Strategy: Hey Jill -
If you’ve done a great job of:
Seems like there’s potential to help with your top priority
Demonstrating strong business
of X.
acumen.
Understanding what’s most
Given that, do you mind if I make a recommendation on
important to the buyer.
next steps, here?
Telling a compelling story of how
you help and how your product is
Usually it’s important to get the buy-in and perspective
differentiated.
of [X] - because [X]s are typically looking for solutions
that are aligned with org level objectives.
Then you should feel confident
making strong recommendations for
With that in mind would you be open to scheduling a
next steps
demo with Jack this week so we can run through the
business case and how our partnership would impact his
Important: Do not leave it up to the
team?
buyer!
 TABLE OF
CONTENTS
Multi Threading
Use Experience to Make Recommendations REFER
& EARN

Example:
Strategy:
Hey Jill - I’ve been workin with a lot of VPs of Sales and what I’m
learning is that it’s helpful to get people like X involved involved
Here are two more examples in the process - especially in this environment.
using your experience to make
multi threading suggestions. With that in mind would you be OK if I asked a couple questions
about how you’ve seen your company make purchasing
decisions so we can knock this out of the park together?
Now you should have
everything you need to pick a
framework that resonates Example:
with you the most. Hey Jill - Wonderful.

And can multi thread In my experience, there are typically particular ways the team
effectively on every single collaborates and approaches a business case like this.

deal.
Considering that, I'd like to ask a couple questions to ensure
we're well-prepared for success, if that’s ok?
4. Emails
 TABLE OF
CONTENTS
Multi Threading
REFER
Send New Stakeholders a Pre-Meeting Email & EARN

Example:
Strategy:

Don’t let the actual meeting be Hey Jan,

the first time a new stakeholder
is hearing from you. The last email I sent the team was quite
comprehensive and had a lot of details.
Send them this email to get on
Would love to hear your viewpoint/perspective
their radar and hopefully get
regarding [challenge/goal] and how this project may
their perspective on the priorities
impact your team.
and problems you’re looking to
solve for their organization.
With that in mind, what’s most important for your
group that I should make sure to acknowledge and
highlight in our upcoming meeting?
 TABLE OF
CONTENTS
Multi Threading
REFER

Keeping Executives in The Loop & EARN

Strategy: Example:
Another strategy for getting on Hey Jill,
the radar of other execs and
stakeholders is to send them an I had an excellent discussion with your colleague Jane
“update email” after a meeting Smith.
with their team.
Our conversation centered around [#1 priority].
Important: Don’t ask for anything
and keep it short and simple I've observed that most executives, while not involved
in every evaluation step, appreciate being kept
because leaders are always
informed.
pressed for time.

Attached is a concise overview to bring you up to

speed:
 TABLE OF
Multi Threading CONTENTS

Keeping Executives in The Loop REFER

& EARN
Example:
Strategy: Hey Jill,

Here’s another template you can Just had a valuable conversation with your colleague
use for keeping your execs and Jane Smith about [#1 priority].
stakeholders in the loop.
Here's a brief recap of our discussion:
I really like this one because it
outlines the key initiatives, #1 Priority:
current state and future state in
a clear and compelling way. Current Status:

Example Future State:

Please feel free to skip a response. Just making sure

you're kept up to speed.
Late Stage
 TABLE OF
CONTENTS

Executive Demo
REFER

What We’ll Cover in This Module: & EARN

Step Strategy

1 - Executive Demos Executive demos are completely different than a standard

demo and focused more on alignment vs showing
features.

2 - Implementation Building trust by being clear, transparent and honest

about what will be required on their end (time, effort and
people investment).

3 - Asking for Referrals Asking your stakeholders for referrals is one of the most
valuable and overlooked habits of high performing sellers.
Executive Demo
 TABLE OF
Executive Demo CONTENTS

5-Step Framework For An Executive Demo REFER

& EARN

Step Strategy

1 - Work Done A list of all the work done to date including meetings and people you’ve met
with. This helps build trust with the executive quickly.

2 - Priority / Problems Alignment on the priorities and the problems of the organization. Important
Executive Alignment to get the executives perspective / take on what you’ve learned.

3 - Future State / Solution Alignment on what the desired future state of the organization should look
Executive Alignment like. Again, the most important part is getting executive alignment.

4 - Demo A short demo showing the most powerful features and customer stories for
the priorities, problems and the future state of what was discussed.

5 - Next Steps Executive alignment on the best next steps from here. Proof of concept
(trial), implementation, etc.
 TABLE OF
Executive Demo CONTENTS

Getting Executive Alignment REFER

& EARN

Most Important: Priorities and problem alignment:

Alignment is the most important part of the

Hey Jill,
executive demo.
Can you provide insight into your take on the
Strategy: priorities and challenges we've gone over?
Would love to hear your perspective.
The demo is not what matters most.

It’s aligning with the executive on: Solution alignment:

Their #1 priority
Their top problems Hey Jill,
Whether your solution can solve the
above In your opinion, how confident are you that
ABC Company would effectively address
Do not do any “high level” discovery your top priorities and the problems we
questions or ask about anything that’s discussed?
common knowledge.
Implementation
 TABLE OF
Implementation CONTENTS

Building Trust With Honesty and Transparency REFER

& EARN
Be clear, transparent and honest about the investment (time, people, etc)
that’s needed on the customer side. Use a mutual action plan.
Example:
Strategy:
Hey Jill -
A lot of sellers make implementation
sound more simple, less time intensive I’ve worked with a lot of founders on implementing our
and low lift then it actually is. solution and achieving [#1 priority].

Basically, they don’t want to scare off And one thing I consistently hear is how valuable a
the customer or make things seem clear plan and transparent expectations are.
“difficult”.
With that in mind, I’d like to partner on a mutual
But that sets poor expectations, loses success plan that walks through everything step by
trust with buyers and ultimately results step if that’s alright?
in a higher risk of churn.
 TABLE OF
Implementation CONTENTS

Don’t be Afraid to Ask The Hard Questions REFER

& EARN
The best sellers lean into the hard questions. That way, they know of all the
risks, potential road blocks and can plan accordingly.

Strategy: Previous Challenges:

Hey Jill - When you’ve implemented solutions like this in
Go through the mutual success plan and
the past what were the biggest hurdles or challenges if
think of all the potential roadblocks or
any?
things that could get in the way for making
the launch happen by a certain date.
Timelines:
Prepare your questions ahead of time
Hey Jill - Given the tight turn around times needed for red
regarding these topics and lean into them
lines, to achieve a X launch date, do you think that’s
with your customer.
reasonable with your legal team?
At this point, you should have a ton of
Or do you think it’s probably more likely that we’ll need
rapport and this should be an easy
more time?
conversation to have.
Referrals
 TABLE OF
CONTENTS

Referrals
REFER

Asking For Referrals & EARN

Ask each stakeholder from the deals you close/won for a referral.

Example
Strategy:
Hey Jill -
Typically, the best time to ask for
referrals is when you have the most It’s been great working together and I’m
momentum and buyin with your excited to see the impact ABC co will make
stakeholders. helping with (#1 priority).

Usually this is right after Curious, is there anyone else you know that’s
implementation and getting everything looking to (#1 priority) that you’d be open to
up and running. introducing me to?
Negotiation
 TABLE OF
CONTENTS
Negotiation
Slowing Down and Being Consultative REFER
& EARN

The most important thing you can do when negotiating is SLOW DOWN.

Fact Description

Negotiations Are Normal Negotiations are a part of every single deal. They should be expected and
not catch you off guard.

Negotiations Are a Good Sign Negotiations mean your buyer is interested in purchasing your software
and your close to closing the deal. Negotiations should be welcomed.

Negotiations Take Time Negotiations take time and healthy back and forth. Do not go in with the
expectation to “close the deal” on a single call. Be strategic.

Be Calm Cool and Collected Do not rush negotiations or speed up your communication. Be relaxed,
confident and calm always. Do not come from a place of desperation.
 TABLE OF
Negotiation CONTENTS

Sharing Price On The First Call REFER

& EARN

Example:
Strategy:
Hey Jill - Happy to talk about the price. The way it usually works is that it’s
Discuss price early by giving a ball based on 3 levers:
park and explaining the key levers. The employee count when you sign up
The length of the contract agreement
How much is paid up front
Reasoning:
At this point there’s a fair amount I don’t know. But I’m happy to provide a
No buyer likes having price hidden ballpark so you have an idea.
from them.
Our approved price is X dollars per person per month. That’s based on a 1
So don’t be afraid to share it. year commitment, an annual up front payment and net 30 payment terms.

That said, make sure they know that Since we’re running up on time I think it would make sense to set a call to:
Deep dive into X which will help with your goal of Y
what you share is a ball park and
Go over the pricing proposal in greater detail
there are levers that can be used to
tailor the proposal. What do you think?
 TABLE OF
Negotiation CONTENTS

Save Price Negotiation For Last REFER

& EARN

Example:
Strategy:
Hey Jill - Happy to discuss our pricing. In most cases that means
Arguably one of the most there’s interest in finding a path to partnership. Is that the case here?
important things about pricing
negotiation: Curious, if we were to align on price would there be any other
potential risks or road blocks to moving forward? For example: Not
involving finance or presenting a business case to your CEO?
Making sure pricing negotiation is
truly the last thing that needs to
be accomplished. Example:
Hey Jill - Happy to chat about pricing. Typically, when we get to this
The last thing you want to do is stage, we're close to reaching an agreement and finding a path to
spend a bunch of time negotiating partnership, which is exciting.
only to find out there are still a
I'm wondering, if we were to align on the price, are you prepared to
bunch of hoops left to jump
move forward with signing and starting implementation, or are there
through. other considerations that would need to be addressed first, before
moving forward?
 TABLE OF
CONTENTS
Negotiation
REFER
Using a Visual for Pricing & EARN

Strategy:

When sharing the pricing proposal make

sure to make it clear with a visual.

Here’s an example I created in Canva.

Add the visual to your business case:

So it can be referred back to
And shared with other stakeholders
And help your champion pitch
internally

Note: You can also use excel or google

docs for this. Doesn’t need to be fancy.
Should only be 1 page for clarity.
 TABLE OF

Negotiation CONTENTS

The Give Get Negotiation Strategy REFER

& EARN

One option strategy:

Strategy:
Start With:
There are two effective ways to
Price for 1 year agreement, annual installments and net 30
share pricing proposals:
payment terms.
Starting with one option
Starting with two options
If the buyer wants to change anything, such as the agreement
length or how much is paid up front, then adjust one of the
It depends on your business’s
other levers.
objectives and what you’re
looking to achieve.
Example 1: Buyer wants to pay month to month (not annual up
front). Then change the agreement length from 1 to 2 years.
Let’s start with providing one
option: Which is optimal if
Example 2: Buyer wants to keep 1 year agreement and still go
you’re looking to lock in an
month to month. Then remove the discount and increase the
annual contract.
price.
 TABLE OF
Negotiation CONTENTS

The Give Get Negotiation Strategy REFER

& EARN

Strategy: Two option strategy:

Now we’ll look at the strategy of Give 2 options:
providing two options instead of Price for 1 year agreement, annual installments, net 30
one.
payment terms
Price for 3 year agreement (20% discount), annual
This is best when you have options
installments, net 30 payment terms
for:
Annual installments
Similar to providing one option, if the buyer wants to negotiate
Multi year commitments
then you simply adjust one of the other levers.
After sharing the strategy is the
same as one option: For example: Buyer wants 1 year agreement but quarterly
payments. Adjust the commitment term to 2 years.
A conversation about the levers
and how they work. For example: Buyer wants 3 year agreement but quarterly
payments. Adjust the discount percentage to 15%.
 TABLE OF
Negotiation CONTENTS

Using Give Get Negotiation Strategy REFER

& EARN
Example:
Strategy: Hey Jill - The most common and effective lever we have is the size of the
implementation.
Do not give up something without
asking for something in return. You mentioned you have X people earlier in our conversation. Would you
be willing to commit everyone in the initial implementation in exchange
for quarterly billing terms?
If you simply concede things it feels
easy to the buyer and they’ll keep
Example:
asking for more.
Hey Jill - What about the timeline? Would you be able to commit to an
When the buyer also has to give August 1st start date in exchange for month-to-month payments?
something up in return it prevents
that from happening and keeps the Example:
negotiation simple, straightforward
Hey Jill - What about commitment length? Normally, we do 1 year
and effective. contracts. Would you consider a 2 year contract in exchange for a
month-to-month payments?
 TABLE OF
Negotiation CONTENTS

How to Handle Pushback on Price via Email REFER

& EARN
Example:
Strategy:
Hey Jill -
Whatever you do, don’t try
and handle pushback on I just scheduled time for us to connect tomorrow. Please feel free to move the
price over email. invite if that time doesn’t work.

Schedule time with the buyer I’d like to walk through the specifics and since there’s an opportunity to help
immediately to go over the with your initiative of X - I’m sure we can find a path to partnership here.
specifics.
Example:
Communicate what you’ll Hey Jill -
help with and the desire to
find a “path to partnership” in Are you available tomorrow at 2:00, 3:00 or 4:00 PST to go over the specifics?
order to set the meeting.
That’ll help me better understand what you’re looking for. And since we can
help with your goal of X I’m confident we can find a path to partnership here.
 TABLE OF
Negotiation CONTENTS

Slow Down and Be Consultative REFER

& EARN
Example:
Strategy:
Hey Jill - Appreciate you taking the time.
The biggest mistake I see reps make is speeding
up and making immediate concessions when a
On this call I’d like to walk through the specifics of the pricing
buyer pushes back or challenges the price.
proposal together, better understand your perspective and
see if we can find a path to partnership here.
This is the easiest way to lose power and
momentum.
How does that sound?
The better approach is to slow down, be
Great. Let’s start with the terms of the contract since that’s
consultative and approach the conversation
an important piece.
through the lens of a partnership.

The contract is for a 1 year commitment, annual upfront

Let’s say a customer emails you and says
payment and net 30 billing terms.
“you’re too expensive”.

Can you walk me through what you’re thinking when it comes

I’d set up a call and here’s how I’d kick it off with
to those terms specifically?
this in mind.
 TABLE OF
Negotiation CONTENTS

How to Handle Pushback on Price REFER

& EARN
Example:
Strategy: Hey Jill - It seems that the cost is a bit higher than anticipated.
Can you talk to me about what’s going through your mind as
Taking the time to understand you’re seeing this?
their thoughts and feedback.
Example:
Let's face it, no pricing plan is Hey Jill - Feels like you may have some hesitation with the
flawless, so let's open the proposal. Do you mind sharing the specific terms is giving you
floor for discussion. Slow pause, if that’s ok?

down and really listen to what

Example:
matters most to them.
Hey Jill - It seems this might not be precisely what you had in

Example mind. Let's go through each term together so I can better

understand what would make this a clear choice.

First, the length of the contract is one year... what’s going

through your mind with that term specifically?
 TABLE OF
CONTENTS
Negotiation
REFER
Pitching Your Proposal to C Levels & EARN

Example:
Strategy:
Hey Jill,
Prepping your champion if you
can’t join the call.
Totally understand. Since my team won't be able to participate,
would it be alright if I recommend a next step?
Reasoning:
It’s ok if your champion wants to Great. let’s set a 30 minute call where we can prep ahead of your
run the presentation. Just make meeting with the CEO. I'll update the business case with what we
sure you take the time to prepare
chatted through today as well as add a customer reference.
them so they deliver the
message and story effectively.
This will give us the opportunity to go through all the specifics and
confirm that we're in agreement on the details of the terms and
Example pricing. That we you can really knock this call out of the park.

Sound fair?
 TABLE OF
Negotiation CONTENTS

Getting Competitor Quotes REFER

& EARN

When you know the competitor:

Strategy:
Hey Jill - You mentioned earlier that you were also looking at
Getting a competitor’s quote is provider A. I’m actually quite familiar with how they structure their
valuable for three reasons: proposals.

Would you be ok if we walked through some of the specifics to

1. Helps you understand how
ensure it’s an apples-to-apples comparison?
competitors are pricing their
deals.
When you don’t know the competitor:
Hey Jill - I appreciate the feedback.
2. Helps you make sure it’s an
apples to apples comparison
If I’m to make a case internally for changing our proposal It helps to
have a copy of [competitor]’s quote so I can share the details for
3. Helps you make an internal comparison with our finance team.
case for a more customized
proposal. So we make sure it’s a true apples to apples comparison. Is that
something you’d be open to?
Email Templates
 TABLE OF
Email Templates CONTENTS

For When You Complete A Discovery Call REFER

& EARN
Example:
Strategy
Hey Jill,
Here’s an email template you
3 highlights from our call today:
can use after a discovery call.
SKO went significantly over budget last year
You’re planning everything in excel
It’s clear, it’s succinct and most Want to compare NAM and LATAM locations.
importantly, focused on what’s
most important to the buyer. Confident ABC Company can help solve these priorities.

Next Steps:
Tip: Keep all questions and Demo on January 18th, 2025
answers in a single Google doc
so they can always be referred Resources:
Slide deck
back to and you can tag them
Questions and answers doc
with questions.
Excited for our demo next week and if you have any
questions please reach out to me anytime!
 TABLE OF
Email Templates CONTENTS

For When You Get Ghosted REFER

& EARN

Strategy
Example:
Hey Jill,
Here’s a great template you can use.
Haven’t heard back in awhile.
What I love about it:
It’s direct and clear Usually that means one of the following:
It’s also personable
Gives 3 clear options 1. You decided to move forward with another solution.
CTA is not desperate at all
2. Life happened, you got busy but were planning on reaching
back out.
Ideal framework and tone for getting
a response and finding out where 3. This project got de-prioritized for more important initiatives.
you’re at!
Let me know if it’s one of these things or something else.

All good either way!

 TABLE OF
CONTENTS
Email Templates
For When You Get Ghosted REFER
& EARN

Strategy Example:
Hey Jill,
What I love about this one:
It’s direct and clear
Last time we chatted your top priority was X.
It’s also personable
Refers back to their #1 priority
And it seemed like we shared the same goal of finding a path to
CTA is not desperate at all
partnership and starting implementation.

This structure, tone and clearness But maybe things have changed since I haven’t heard back in bit?
of message is tough to beat and If that’s the case let me know and absolutely no worries at all.
will get responses.
Cheers,
Example Mike

P.S. If life just got busy and you planned on reaching back out
later that’s ok too :)
 TABLE OF
CONTENTS
Email Templates
For When You Want to Provide Value REFER
& EARN

Strategy
Example:
Always a good idea to provide
your buyer’s value with Hey Jill,
absolutely no ask in return.
Last time we spoke you said that you’re [quote
Some great moments to send from call].
these types of emails:
Found this [report/podcast/article] that
1 - In between meetings
reminded me of that and thought you’d enjoy.

2- When you haven’t heard back

They interviewed Y to get their perspective on Z.
in a while
Found their take on A interesting.
3 - When you come across
something valuable.
 TABLE OF
CONTENTS
Email Templates
For When You Want to Provide Value REFER
& EARN

Strategy Example:
Here’s another email template Hey Jill,
you can use when you want to
provide value. Last time we spoke you mentioned you’re
considering doing SKO in March 2025.
I’d spend the time to think
through if there’s anything you
Have this [report/doc/video] on X that walks
can personally create and share
through everything you need to know:
with your buyers.

Things you took the time to Which countries to choose, the best events to
personally create are always the have and how to structure the trainings.
most valuable and appreciated.
Thought you’d find it helpful.
 TABLE OF
CONTENTS
Email Templates
For Single Threading New Stakeholders REFER
& EARN

Strategy Example:
One thing for sure:
Hey Jane,
Do not show up to a call that has a
new stakeholder without trying to Looking forward to our conversation next
get their perspective, input and Thursday – [champion] had wonderful things to
feedback before a call. say.

The last thing you want to do is be

Before our meeting, would love to know if
caught off guard with a new
stakeholder or have them hearing there's anything specific you'd like to discuss
about you for the first time on the regarding [priority/challenge].
call.
Cheers,
Mike
 TABLE OF
Email Templates CONTENTS

For Single Threading New Stakeholders REFER

& EARN
Example:
Strategy
Hey Jen - excited to to meet with you next week.
Here’s another email template you
Before the call I want to ensure your priorities and perspective are
can use when you want to single
accounted for.
thread a new stakeholder.
What do you want to make sure we cover in addition to what’s outlined
What I love about this one is that the below?
key priorities stand out as well as
some additional resources that they Key Priorities:
can check out and use to get caught Making sure SKO is under budget
Picking the best city in NAM or LATAM
up to speed.
Additional Resources:
On top of this email I’d also try can 2 min video - Running SKO costs analysis
call them to conect. 1 min video - Selecting cities

Looking forward to our call and if you have any questions let me know!
 TABLE OF
CONTENTS
Email Templates
Executive Recap Email REFER
& EARN

Strategy Example:
Hey Jill,
Here’s an example of an email you
can send to CXOs after a call with Just had a fantastic conversation with your colleague
their team. Jane Smith.

The key to this one is that it We delved into [priorities/problems].

leverages a built out slide deck or
sales room as a resource that you In my experience, most executives prefer not to be
provide for them to get caught up. intricately involved in every step but appreciate staying
informed.
This is why i advocate for building
I've attached a brief overview and 1 minute video to bring
slide decks - they’re especially
you up to speed.
great for multi threading.
No need to reply, but I’m here as a resource so if you have
questions please feel free to reach out anytime
 TABLE OF
CONTENTS
Email Templates
Executive Recap Email REFER
& EARN

Strategy
Hey Jane - We had a conversation with Jill recently, and she's outstanding.

Use this for for senior level Providing you with a brief update: Jill's looking to plan 2024 SKO in either
stakeholders, executive NAM or LATAM - Her top priorities include:
buyers, etc.
Having a platform that ensures all in costs stay under budget
Important that you don’t ask Picking the city with the best experience for the team
for anything. Being able to plan everything in a platform vs excel

The entire purpose is to get on We have another team meeting scheduled for next week with (names), and
their radar, grab a little mind following that, we'll present a formal business case to you.
share and see if they have any
questions. Before we get to that point is there anything else you'd like to make sure
we cover?
 TABLE OF

Email Templates CONTENTS

For Prepping Your Champion REFER

& EARN

Strategy
Hey Jill,
Whatever you do - don’t send your
champion off into the wild to pitch I'm working on the proposal for your team.
your product.
I want you to knock this out of the park. And make
Make the time to sit with them and
the best use of everyone’s time.
game plan how everything is going
to be done internally.
Here’s what I have so far, and I also put 15 minutes
That way you set them up for
on your calendar, Thursday morning at 9am, to run
success and help them make the through everything.
strongest case for your product.
If that time doesn’t work feel free to move the invite
to a different day/time.
Practice
 What to send your manager:
Continuous Improvement
Hey Manager -
Discovery Feedback
Would love to get your feedback on this call.

Strategy
Please be as candid and honest as possible. I’m looking to
Your boss typically knows exactly what learn and promise you won’t hurt my feelings :)
you should be working on to take your
Specifically, looking for coaching on the following:
game and career to the next level.

1. Discovery: How well was I able to learn the necessary details

However, they’ll often hold back on super
about the organization as well as what’s most important to
candid feedback out of fear of hurting them (goals and challenges)
your feelings.
2. Storytelling: How well was I able to tell a compelling story
But if you’re super direct and let them that clearly showed how we can help, how that’s different
know that won’t be the case you create a from other providers and why those differences are
safe place where they can share the truth. important?

3. Next Steps: How well was I able to secure next steps

including multithreading with end users who were not on the
TABLE OF CONTENTS REFER AND EARN
first call?
 What to send your manager:
Continuous Improvement
Hey Manager -
Demo Feedback
Would love to get your feedback on this call.
Strategy
Please be as candid and honest as possible. I’m looking to learn
and promise you won’t hurt my feelings :)
Same thing goes for your demo.
Specifically, looking for coaching on the following:
Systematically go through your sales
process and ask your boss directly for 1. Storytelling: How well did I leverage the deck in the beginning
their most candid feedback. of the call to summarize “what I heard”, how we’ll help, how our
approach is different from other providers, and why that’s
important?
Take your learning and development in
your own hands and never feel satisfied
2. Demo: How well was I able to show a tailored demo that was
with where you’re at. specifically aligned with their goals and challenges, how our
product is different from other providers and why we’re the best
There’s always something you can learn. provider?

3. Next Steps: How well was I able to secure next steps by

TABLE OF CONTENTS REFER AND EARN clearly communicating what the call would be about and why it
would be valuable?
 TABLE OF
CONTENTS
Continuous Improvement
REFER
Call Snippets & EARN

What to send your manager:

Strategy
Hey Manager -
Sometimes there’s a lot going on and your
boss doesn’t have a ton of time to do a Would love to get your candid feedback on my discovery for
full call review. this call snippet (15 mins).

When that’s the case send a call snippet Specifically, looking for a 1 to 10 rating on the following:
and be direct and clear on what you’re Ability to understand their business
looking to get feedback on. Ability to understand their goals and challenges
Ability to position myself as a consultant / trusted advisor
Ask for a 1 - 10 rating. No matter the score
The more candid the better. I promise you won’t hurt my
you always follow up with:
feelings. Looking to improve as a seller as quickly as possible.

“What’d it take to get a 10?” Thanks!

 TABLE OF
CONTENTS
Continuous Improvement
REFER
Mock Calls & EARN

What to send your manager:

Strategy
Hey Manager -
You don’t have to practice things you’re
learning on actual customer calls. In our next 1:1 I’d like to do a mock discovery call.
Here’s the scenario:
Ask your manager to do mock calls. Detail 1
Detail 2
Outline the specific things you’re working Detail 3
on and want feedback with.
Here’s what I’m workin on:
Topic 1
This is the best way to get reps, get
Topic 2
feedback and improve quickly without
Topic 3
practicing on actual opportunities.
 Continuous Improvement What to send your manager:
Reviewing Deals Hey Boss,

Strategy I recently lost this deal and am reviewing how I can improve.

There are two types of calls I suggest When you have a moment can you review the this late stage
reviewing consistently: call for the following?
Your own close/lost opportunities
Top reps close/won opportunities 1. Executive alignment: On a scale of 1-10 how well did I get
executive alignment on the problems and future state of
For your close/lost focus on your largest what they’re looking to achieve.
ones and:
Review every call and email 2. Differentiation: Got some hard hitting questions on what
Ask your manager for specific makes us different from [competitor]. On a scale of 1-10 how
feedback well did I differentiate our solution from theirs?

For closed/won deals of top reps simply 3. Negotiation: On a scale of 1 to 10 how well did I discuss
review every call and email and write commercial terms and finding a path to partnership?
down everything you can about what they
do.
Two things to end with :)
1 Feedback 2 Referrals
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