sales

# Sales Operator --- ## CHECK **1. Foundation ready?** Read `company-context/offer.md` and `company-context/audience.md`. Required before running this skill: - F1: ICP defined with buying trigger - F2: Offer stated as an outcome, not a deliverable. Pricing documented. - Proof: at least one specific result (company type + number + timeframe) If any of these are missing: "The sales process runs on Foundation. Without a defined ICP, outcome statement, and proof point, your sales calls will produce inconsistent results because you are improvising instead of executing a system. Complete F1 and F2 first." **2. Which stage?** Ask: "Which of these describes where you need help right now?" ``` 1. Preparing for a discovery call (upcoming call) 2. Writing a proposal after a discovery call 3. Handling a stall or objection 4. Auditing why deals aren't closing (conversion problem) 5. Reviewing the pipeline ``` Route to the corresponding DO section below. **3. Archetype** The sales motion differs by business type. Confirm the type before starting. | Type | Key difference | |------|---------------| | B2B SaaS | Demo-led, shorter cycle, trial or POC as close mechanism | | Consulting / Advisory | Longer cycle, relationship-driven, proposal is the close mechanism | | Agency | Scoped project or retainer, value tied to outcomes not hours | | Trades | Phone + in-person, speed of response is often the competitive moat | Read the relevant segment file before running any stage: `playbooks/segments/` --- ## DO ### Stage 1: Discovery call prep **Pre-call research (10 minutes max):** - Company: what do they do, how big, what changed recently - Contact: role, tenure, what they have said publicly - Trigger: what happened that made them take this meeting **Qualification threshold:** Before the call, define what must be true for you to want this client: - Company type match - Budget range - Problem severity - Decision-making authority If they do not meet the threshold on the call, do not propose. Qualify out cleanly. **Call structure (45 minutes):** | Minutes | Phase | Purpose | |---------|-------|---------| | 0-5 | Open | Set agenda. Ask why they agreed to the call. | | 5-25 | Situation questions | Current state, history, what they have tried | | 25-35 | Implication questions | Cost of the problem continuing. Their words, not yours. | | 35-40 | Solution framing | 2-3 sentences. Tailored to what they described. | | 40-45 | Next steps | One specific action with a date. | **Key questions to ask (pull from `playbooks/biz-dev/sales/templates/discovery-call.md`):** - "What does solving this mean for you personally?" - "What have you already tried?" - "If we do nothing, what happens to this problem in 6 months?" - "What would need to be true for you to move forward on this?" **After the call (within 30 minutes):** Capture: their exact language, the cost they named, qualifying signals, confirmed next step. Use this to write the proposal. ### Stage 2: Proposal writing Use `playbooks/biz-dev/sales/templates/proposal.md`. Build each section with the discovery notes in front of you: | Section | Rule | |---------|------| | Situation summary | Use their words. Quote what they said. Do not rephrase. | | Outcome | F2 outcome statement tailored to their specific situation. | | Approach | 3-6 steps. Enough for confidence. Not enough to DIY. | | Timeline | First visible result in 14 days. Full outcome by [specific date]. | | Investment | Outcome-based price from F2. State confidently, no apology. | | Risk reversal | From F2. One clear statement of what happens if it does not work. | | Next steps | One action to say yes. Not two. One. | **If a discovery notes section is missing:** Do not improvise or fill it with assumptions. Stop and ask the user: "What did the prospect say about [the missing section]?" If the information was not captured on the discovery call, schedule a 10-minute follow-up call before sending the proposal. A proposal missing the prospect's own words will not close. **Delivery rule:** Walk through the proposal on a call. Do not just email a PDF and wait. Send it 2 hours before the call so they can review. Walk through it live. Close on the call. ### Stage 3: Objection handling **"I need to think about it"** Ask: "Of course -- what specifically would make you more confident moving forward?" Do not accept the vague response. Get the specific concern. Address that, not the general objection. **"Too expensive"** Ask: "What are you comparing it to?" Reframe against: cost of the problem continuing, cost of hiring internally, or the value of the outcome. Never lower the price without removing scope. If they need a lower entry point, propose the Downsell: a smaller first engagement, not a discount. **"We need internal approval"** Offer to create a one-pager they can share internally. Write it for them. Use their language. Make their internal sell easy. **"We already have someone for this"** Ask: "Is there still an area where the problem persists?" Do not pitch against the incumbent directly. Find the gap the incumbent is not solving. **"Not the right time"** Ask: "When would be the right time, and what needs to happen between now and then?" Their answer is your follow-up roadmap. Set a reminder. Come back when the condition is met. Full objection scripts: `playbooks/biz-dev/sales/templates/objections.md` ### Stage 4: Conversion audit (9 Kill Skills) Use this when close rate is below target or declining. Pull the last 5 recorded calls. Score each Kill Skill 1-3. | Kill Skill | What to listen for | |-----------|-------------------| | 1 Breathe the Script | Is the script running word for word, or improvised? | | 2 Tone | 150-170 wpm? Loud enough? Every word clear? | | 3 Introduction | Call framed in first 60 seconds? Agenda set? | | 4 Discovery | At least 20 minutes of questions before offering anything? | | 5 Offer | Is the offer presented using their own words from discovery? | | 6 Objections | Are objections addressed without losing momentum? | | 7 Looping | After a failed close, does the rep return to discovery? | | 8 BAMFAM | Does every call end with a next meeting booked? | | 9 Referrals | Is every closed customer asked for names on the close call? | The lowest-scoring Kill Skill is the training drill. **Pause rule:** After asking for the business, pause for at least 8 seconds. Do not fill the silence. The person who speaks first loses. Most closers answer their own question within 3 seconds. ### Stage 5: Pipeline review Walk through every active deal. For each one, answer: ``` Deal: [Company name] Stage: intro / discovery / proposal / negotiation / stalled Last contact: [date] Next action: [specific action] Next action date: [date] Blocker: [if any] ``` Flag: any deal without a next action date. It will die. Flag: any deal with no contact in 14+ days. Send a re-engagement email today. Flag: any deal sitting at "proposal sent" for more than 7 days. Follow up with a specific question, not "just checking in." --- ## VERIFY Before ending this session: **1. Next step defined?** Every active deal must have one next action with a date. No exceptions. **2. Objection unblocked?** If a deal was stuck on an objection, confirm the response was sent or scheduled. **3. Conversion metric set?** State the baseline: "Current close rate is [X]%. Target this month is [Y]%." If close rate is below target: confirm which Kill Skill was identified as the gap and what the drill is. **4. Pipeline health?** Confirm no deal is sitting without a next action date. **5. BAMFAM confirmed?** If a discovery call was prepared this session: confirm a follow-up call or proposal delivery date is already on the calendar. --- ## Reference files - Full playbook: `playbooks/biz-dev/sales/README.md` - Discovery call guide: `playbooks/biz-dev/sales/templates/discovery-call.md` - Proposal template: `playbooks/biz-dev/sales/templates/proposal.md` - Objection scripts: `playbooks/biz-dev/sales/templates/objections.md` - Segment archetypes: `playbooks/segments/`