Outcome
SalesPlaybook · 16 pages
Sales messaging that survives the first call
Seven decisions between positioning and a sentence your buyer repeats.
- 7 decisionsbefore the first sentence, in a fixed order
- 8 messaging rowsper segment, as a working document for the AE
- 11 checksto clear before you roll it out
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Time required
Two 90-minute sessions with three to five peopleInside the workbook
- 4Why messaging fails at the anchor, not at the words
- 5–6Choosing the primary and secondary anchor, with a fill-in field
- 7–8The one-sentence position and the problem summary
- 9–10Differentiation without self-praise, supporting pillars
- 12–13Messaging per segment and the consistency test
- 14–15The objection table and the decision log
Page 14 · The objection table
Objections do not get paraphrased. They get written down verbatim and turned in one sentence.
This is for you
- you are a founder, CRO, VP Sales or marketing lead in a B2B software or SaaS company
- you serve two or more buyer groups
- the same deck lands with one of them and not the other
Not the right fit if
- you have exactly one segment and a clear market leader as the alternative. Then the question is settled in an hour
- you have not found a paying segment yet. Positioning sharpens what works, it does not replace the search for it
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From 700K Impressions to C-Level Meetings to closing a 400k Deal in 4 Months with a LinkedIn GTM Motion
Details ansehen →Cannot decide the anchor because two segments pull it in different directions?
Then it is no longer a copy question, it is a segmentation question. In a Launchpad we look at your segments and tell you which of the two constraints it is.
Frequently asked questions
What happens to my email address?
You get one email with the download. No newsletter, no call, no sequence. If you want to hear from us later, that is your decision.
Is this a copy bank with sentences to reuse?
No. The workbook carries the decisions from which sentences fitting your own company can be derived. Ready-made sentences were written for a different company.
How long does it really take?
Two 90-minute sessions with three to five people. Trying to do it in a single two-hour meeting regularly stalls at step 3.
Do I need this if we already have a position?
Test it with one question: can an AE say the sentence in a call without translating it? Sentences that work in a deck and not in a call are the normal case.