"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 & industry knowledge, communication, and human gaps between them and your top performers, how much impact could that have?
This is a program for sellers that will level up their:
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
"Selling By Osmosis" Explained
Go deeper
Are your reps properly equipped to serve your buyers?Buyers who've lived and breathed their industry for 15+ years can smell inexperience in 90 seconds.
Quality conversations with buyers are happening in scarcer quanity and lower quality. In spite of - and thanks to - technology, a generation of sellers struggle to start and have them.
If your B-Players could narrow the domain & industry knowledge, commnunication, and human gaps between them and your top performers, how much impact could that have?
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 inspire prospects to engage.
Technology moving FAST - which means the human experience matters more than ever.AI & sales tools keep changing - but healthy pipelines still win.This means that 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.
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.
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 methdologies that help your sellers to fill out fileds 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.
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 to their peers, they'll be listening to their stories, absorbing additional subject matter, recognizing patterns, and learning through osmosis (finally - an explanation for the name!).
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, clean, 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
Your team's a fit IF:
Your team sells a more complex solution involving multiple stakeholders
They're full-cycle sellers (who have to prospect and run deals)
Many team members lack this kind of sales experience
You have many new team members
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
Your team consistent
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
Creativity
Empathy
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
An inventory of stories
Three ways I help
3-Month Program
(Remote)
Facilitated pre-work sessions for each group
Weekly, remote learning & practice
Reps will build & master 3 stories
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
6-Week Program
(Remote)
Facilitated pre-work sessions for each group
Weekly, remote learning & practice
Reps will build & master 2 stories
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
Onsite storytelling or hyper-relevant humor workshops
Team-building, fun, and impactful
Facilitated pre-work
Post workshop coaching
Limited availability. Please inquire within.
Want to discuss?