"Most sales pros sell stuff they've never used, to people whose jobs they've never had, in industries they've never worked."- Me
Close the domain knowledge and communication skill gaps between your top performers and the rest of your team and level up:
Critical subject matter knowledge
Communication skills (verbal & written)
Creativity
...which will help them:
Ramp quicker
Start more conversations
Improve listening skills
Run stronger discovery
Have healthier pipelines
This Program Explained
Why the Credibility Gap HURTS
Buyers who've lived and breathed their industry for 15+ years can smell inexperience in 90 seconds.Technology's moving FAST - which means the human experience matters more than ever.While AI & sales tools can make sellers more effective, the ones who can understand and articulate the depth of a buyer's problems will win.
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.
Is this your status quo?
Top of Funnel Problems
You're plagued by:
Weak pipeline generation/Too few qualified opportunities.
Reps can't break through the noise
Long ramp times
The 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, inauthentic outreach feels transactional and forgettable
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
Middle of Funnel Problems
Where deals stall:
Weak discovery: Reps ask questions but can't make sense of buyers' answers
Product pitches and feature dumps
Buyers don't see your reps as peers or trusted advisors
Reps can't forge human connections
The 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
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 create 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 & 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 & empathetically 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.By listening to their peers, your team will absorb additional subject matter, communication styles, and recognize patterns that consistently appear in discovery which will improve their listening & questioning skills.
Humor-crafting adds an extra layer
"Should tech sales pros learn to code?
Yes - if they keep missing quota."
ONE memorable hyper-relevant hook can be the difference-maker in whether a story is remembered by a buyer and/or if they engage in prospecting efforts.We'll learn to layer in hyper-relevant, short-form, clean humor that memorably shines a light on challenges you solve.The process of crafting humor forces further exploration of your buyers and what impacts their emotions. It's tasteful, demonstrates credibility, earns attention, disarms prospects, and provokes conversations across multiple channels.
Customer Testimonials
Jason Wesbecher, CEO (previously CRO) of TrustArc
"We're actually booking business...""This was a really unique way to differentiate for us to understand the company, the customer persona, the problem"
John Crosby, CRO @ Powerchord
"It already helped us close north of $160K worth of new business""I can see it in our KPIs and the closed business"
About Jon
Jon' Selig's 12 years in tech sales was a well-paid internship for his career in stand-up comedy. He felt salespeople could benefit from stand-up comedy skills and created "Comedy Writing for Revenue Teams".He's since evolved his sales enablement program to include both storytelling and humor frameworks to enable and level-up sales teams. He's helped teams at TrustArc, Powerchord, GrowthZone, CM Labs, Zoho, Canon Solutions America, Georgia Pacific, and loads more.
Is this right for YOUR team?
Your team's a fit IF:
Your team sells a complex solution(s) to multiple stakeholders
Many team members lack this kind of sales experience
Top performers possess institutional knowledge the rest need to master
You aren't reliant on inbound leads
Your team has new hires
Sellers struggle to interpret and react to buyers' answers to their questions
They're 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
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 (3 months, remote)
12 weekly hour-long sessions per breakout group
3-4 stories mastered
We'll layer in hyper-relevant humor (for prospecting, content, stories)
Facilitated pre-work sessions and weekly learning, practice & coaching for each breakout group
One-on-One coaching hours
Peer critique
Delivery to & roleplay with your AI coach
AI-guided tools for content creation
Pricing Range: $4500-$9500/month (varies by # of participants)
Just Stories (2 months, remote)
8 weekly hour-long sessions per breakout group
2 stories mastered (no humor)
Facilitated pre-work sessions and weekly learning, practice & coaching for each breakout group
One-on-One coaching hours
Live delivery practice in small group setting
Peer critique
Delivery to & roleplay with your AI coach
AI-guided tools for content creation
Pricing Range: $4500-$9500/month (varies by # of participants)
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?