The Repeatable Sales Playbook for Founders and SMBs

This introduction sets the stage for why most technical founders hit a growth ceiling and how to think about sales the same way you think about product architecture. You'll understand exactly what this course covers and how the modules build on each other.

This chapter lays the foundation for everything that follows: a structured, repeatable sales process. It introduces the buyer journey and maps it to the activities that move a prospect through each stage of the sales cycle.

You'll learn how to select the right sales motion based on your ACV and deal complexity, whether that's a high-velocity self-serve approach or a more guided, human-led process. The chapter provides a practical development kit to help you design a sales process that fits your business.

This chapter introduces MEDDPICCR, one of the most reliable qualification frameworks in B2B sales, and shows you how to use it as a GPS alongside your sales process. You'll walk through each dimension and learn how to identify what's missing in any deal before it costs you time.

You'll learn how to implement all nine MEDDPICCR dimensions directly in your CRM and leverage AI automation to keep records updated after every call. This is the tooling layer that makes the framework stick across your whole team.

This chapter builds the foundation of your value architecture by defining exactly who you're selling to and what they actually care about. Without this clarity, everything downstream is guesswork; with it, every conversation becomes more focused and more effective.

Value Drivers are the top-level business problems your product solves. This chapter challenges the instinct to lead with what the product does and instead focuses on what problems it eliminates, teaching you to speak the language your buyers use: regulation, competitive edge, cost, revenue, and risk.

This chapter goes one level deeper into the specific capabilities your product must demonstrate to deliver on your value drivers. You'll learn how to use them strategically to shape evaluations, influence the customer's requirements, and position yourself to win.

Through a guided set of questions, you'll work through your unique product differentiators, defensible competitive advantages, and the specific pain points they address. It's designed to be used as a working session, either solo or with your team, to ground your value framework in real product strengths.

Discovery questions are two-sided tools: they help you uncover customer needs and pain while simultaneously creating a sense of urgency and mapping your solution to their problems. You'll leave with a clear methodology for turning every conversation into a rich source of deal intelligence.

The 3 Whys framework is about equipping your champion to walk into the room with the economic buyer and articulate why they need to act, why your solution is the right one, and why now. If your champion can't answer these three questions clearly and credibly, the deal will stall.

This chapter shows you how to prepare for, run, and debrief a discovery call with precision: what you need to walk away with and how to avoid the most common mistakes technical founders make. Weak discovery is almost always the root cause of deals that stall or fall apart later.

The Discovery Cheat Sheet is a practical template that helps you show up prepared, ask the right questions in the right order, and capture exactly what you need without relying on memory or improvisation. It's designed to be used consistently across all deals, so discovery becomes a process, not a performance.

This chapter covers when you're ready for a First Meeting, how to run it effectively, and what needs to happen afterward. Done well, the First Meeting is what turns a prospect into an engaged buyer.

Create a sense of urgency without being pushy: The Mutual Engagement Plan (MEP) keeps deals moving from the First Meeting all the way to signature without losing control of the process along the way. It's the tool that transforms the sales process from something you're doing to the customer into something you're doing together.

This chapter shows you how to run a demo that does more than impress: it locks in the key capabilities that matter to the evaluation, builds consensus across stakeholders, and sets up everything that follows. A well-run Demo Workshop is the foundation for the POV, the business case, and ultimately the close.

Before committing significant resources to a technical evaluation, you need a clear go-ahead from the economic buyer. This chapter covers exactly that: the gatekeeping moment that protects your time and the customer's, and a step most sales processes skip entirely.

A business case is not a pricing slide. It's the financial argument for why the cost of change is lower than the cost of staying put, and this chapter shows you how to build one that is credible, quantified, and compelling enough for an executive to act on - all grounded in your value architecture

This chapter shows you how to scope, structure, and run a POV that stays focused and moves toward a signed deal, including how to define success criteria upfront and keep the evaluation on track. You'll learn how to position the results to accelerate the close rather than restart the conversation.

The EB Ping-Back is the executive review you run after the business case and POV are complete. You present the evaluation results, confirm the commercial structure, and move to a formal proposal; this chapter helps you run that meeting with the confidence and clarity that earns a yes.

The formal proposal captures everything agreed upon through the sales process and plays a specific role at the close. A strong proposal should feel like a natural conclusion to the process, not a surprise.

This chapter shows you how to build case studies that work across multiple formats: from one-pagers to slide decks to verbal references, so that one solid story can be deployed throughout the deal cycle. Done right, case studies transform your satisfied customers into advocates who help you win the next deal.