"Most sales pros sell stuff they've never used, to people whose jobs they've never had, in industries they've never worked."- Me

If your B-Players could narrow the domain knowledge and communication skill gaps between them and your top performers - how much impact could that have?

This is a training programme for sellers to level up:

  • Critical subject matter knowledge

  • Communication skills

  • Creativity

...which will help them:

  • Ramp quicker

  • Start more conversations

  • Improve listening skills

  • Run stronger discovery

  • Have healthier pipelines

This Program Explained

Your team's a fit IF:

  • Your team sells a complex solution(s) to multiple stakeholders

  • They're full-cycle sellers (who prospect and run deals)

  • Many team members lack this kind of sales experience

  • Your team has new hires

  • Sellers struggle to interpret and react to buyers' answers to their questions

  • Are keen to learn from and alongside their peers

  • You agree that learning and development is a process.

Your team's NOT a fit if:

  • Your org sells high-volume, transactional products or commodites

  • The team is comprised of veteran sellers

  • Subject matter expertise isn't necessary to closing deals

  • You don't want them investing part of their week into their professional growth

  • You don't think peer learning and interaction is valuable

Go deeper

Technology's moving FAST - which means the human experience matters more than ever.Buyers who've lived and breathed their industry for 15+ years can smell inexperience in 90 seconds.Healthy pipelines still win, and sellers who can understand and articulate the depth of a buyer's problems will win deals in ways that ever-changing AI & sales tools cannot. There isn't much room for error in the middle of the funnel.And while sellers ask prospects questions prescribed by methodologies & frameworks, sellers often can't respond to their answers with fluency.

Storytelling (and humor) aren't just communication techniques...

...they're mechanisms for extracting, disseminating and transfering critical domain knowledge from your A-Players to the rest of your team.Copious assembly and practice of multiple stories - over an extended period of time - will lead to a necessary depth of subject matter knowledge that will sellers next-level credibility and give prospects the confidence to engage.

Frameworks & Methodologies aren't enough

Your org has likely made some huge investments, like:Sales frameworks that teach your sellers how to ask questions, but they don't teach them how to understand or articulate the answers.Sales methodologies that help your sellers to fill out fields in your CRM, but doesn't give them the industry "chops" to actually influence key stakeholders. They focus on what the SELLER needs to know to close, not what the buyer needs to know to change.Those investments don't build fluency in your buyer's objectives, how they're impacted by problems you solve, and how much those problems impact & cost them. Your sellers need the knowledge to teach your buyer.It also doesn't help sellers understand how to connect on a human level.

Does this sound like your status quo?

Top of Funnel: Broader Problems

  • Pipeline generation. Too few qualified opportunities.

  • Not enough conversations

  • Standing out, breaking through the noise

Top of Funnel Root Causes:

  • Reps lack understanding of your ICP, target personas

  • Inability to recognize and articulate problems your company solves

  • Poor understanding of how those problems impact your buyer

  • Impersonal, irrelevant, inauthenitic outreach feels transactional and forgettable

  • Ineffective hooks

  • One-and-done trainings with no retention, reinforcement, or real-world application

  • No dissemination of institutional knowledge - which stays locked in a few people's heads

  • Long ramp times

  • Siloed go-to-market teams

This Leads To:

Mid-Funnel Problems

  • Weak discovery

  • Questions are asked, but reps can't make sense of their answers

  • Product pitches and feature dumps

  • Lack of human connection

  • Buyers don't see your reps as peers or trusted advisors

Mid-Funnel Root Causes:

  • Reps lack understanding of your ICP, target personas

  • Inability to recognize and articulate problems your company solves

  • Poor understanding of how those problems impact and cost your buyer

  • Poor listening skills

  • Questions aren't being asked that go beyond surface-level to uncover real pain

  • Inability to educate buyers on business & financial outcomes

  • Difficulty structuring & delivering compelling narratives

  • Lack of real-time practice & feedback

  • A lack of continuous improvement culture

  • No dissemination of institutional knowledge - which stays locked in a few people's heads

  • One-and-done trainings with no retention, reinforcement, or real-world application

Consider:

  • "High-performers learn more from peers' war stories than from a trainer’s slides. Effective training must formalize and scale peer-to-peer knowledge transfer" ( Ooolab).

  • Business acumen is the foundation. A seller cannot improve a buyer's life if they don't understand how that buyer’s company earns and spends money.

  • Learning is not dictated by a single event. It is a process. Three-day "bootcamp"s do not creates lasting change. Selling Power

  • The "Forgetfulness Curve". Without immediate application, 80-90% of training content is forgotten within 30 days. Highspot.

  • Empathy is teachable. Sellers can be trained to map out a buyer’s personal "win" (e.g., getting a promotion or getting home for dinner earlier) vs. the company’s "win."

  • Buyers don’t fear your price - they fear CHANGE. Training must help sellers innately understand and quantify why keeping the status quo is more expensive than your solution.

  • Knowing the buyer's destination. Articulating how your solution bridges the gap between a buyer’s "terrible today" and their "desired tomorrow" takes practice.

Solution:
Storytelling Assembly (and delivery)

Storytelling is a proven, effective way of communicating value to buyers.But the process of assembling targeted, descriptive, and even graphic customer success stories is a learning mechanism that will help sellers master key subject matter - and make it sticky.The best storytellers paint vivid pictures using verifiable data and detail. A steady practice cadence of these stories makes it stickier for your entire team.Sellers will learn to assemble, deliver, and enhance a series of stories designed to yield deep understanding of how buyers' objectives are impacted by problems you solve, recognize when a buyer's organization is at their breaking point, and become better listeners.By the end, they'll be able to effectively & emapthetically convey all of the above and how your org solves them, and their desired outcomes.Once their stories are created, reps will undertake a regular cadence with an AI Coach (powered by SalesHood!) and live practice.When reps aren't delivering stories, they'll be listening to their peers' - absorbing additional subject matter, communication styles, recognizing patterns that will re-appear in discovery, and that will to improve prospects' questionning.

Humor-crafting adds an extra layer

"Should tech sales pros learn to code?
Yes - if they keep missing quota."

We'll also learn to layer in hyper-relevant, short-form humor that memorably shines a light on challenges you solve. It's clean, tasteful, earns attention, disarms prospects, demonstrates credibility, and provokes conversations across more channels than you can imagine.The process of crafting it forces further exploration of your buyers, their objections, and what impacts their emotions.ONE memorable hyper-relevant hook can be scaled to start more conversations across multiple channels, and also to humanize the delivery of their impactful stories.

Customer Testimonials

Jason Wesbecher, CEO (previously CRO) of TrustArc

John Crosby, CRO @ Powerchord

Outcomes you'll see:

  • Faster ramp time for new hires

  • Stronger discovery

  • Improved qualification/disqualification

  • Shorter sales cycles

  • Healthier pipelines

  • More (and easier) conversations

  • Greater levels of trust

  • Increased confidence

  • Increased credibility

  • Increased likeability

  • Existing framework/methodology will be elevated

Knowledge sellers will gain a deeper understanding of:

  • Your buyers & their objectives

  • Problems you solve

  • How those problems impact your buyers

  • Compelling events that have driven customers to solve these problems

  • How your solution eliminated those problems

  • Key benefits & outcomes they'll see

  • Various industries you serve

Skills they'll develop:

  • Listening

  • Improved qualification

  • Verbal communication

  • Written communication

  • Creative thinking

  • Empathy for buyers

What Your Team Gets:

  • AI storytelling coach for individual practice

  • A "stage" for live, safe practice

  • Peer feedback

  • An inventory of stories for different products, industries, use-cases, etc.

  • Prospecting tactics

  • A subject-matter repository

  • Messaging and Content for TOFU

  • Enhanced subject matter expertise

  • A library of insourced subject matter

Three ways I help

Full Program (remote)

  • 12 weekly hour-long sessions per rep

  • Weekly, remote learning & practice

  • Facilitated pre-work sessions for each group

  • One-on-One coaching hours

  • Live delivery practice in small group setting

  • Peer critique

  • Delivery to your AI coach

  • Roleplays with AI

  • AI-guided tools for content creation

  • Pricing: Investment varies by team size and program length — let's talk.

8-Week Program (remote)

  • 6 weekly hour-long sessions per rep

  • I facilitate each group's weekly, remote learning & practice

  • Facilitated pre-work sessions for each group

  • Also layer in hyper-relevant humor

  • One-on-One coaching hours

  • Live delivery practice in small group setting

  • Peer critique

  • Delivery to your AI coach

  • Roleplays with AI

  • AI-guided tools for content creation

  • investment varies by team size and program length — let's talk

Onsite storytelling or hyper-relevant humor workshops

  • Team-building, fun, and impactful

  • Facilitated pre-work

  • Post workshop coaching

  • Limited availability. Please inquire within.

  • investment varies by team size and program length — let's talk

Want to discuss?

Ask me anything!