Sales Strategy

The biggest growth opportunities are often sitting in your current accounts—yet Account Managers rarely capture them. Why? Because growth requires hunting skills (finding new stakeholders, building business cases, winning new opportunities)… skills that Farmers (AMs) aren’t always trained to use. The result? Partnership Reviews get ignored, meetings never get scheduled, and competitors step in. If you want to grow inside existing accounts, your Farmers must learn to hunt.

Generic outreach is a connection killer. Every stakeholder has a different scoreboard. A one-size-fits-all value proposition won’t resonate. By tailoring your messaging to their priorities, performance measures, and pains, you move from vendor noise to trusted partner—and open doors with your Blue Chip prospects.

On average, 5+ stakeholders are involved in every B2B buying decision — each with different priorities, pressures, and definitions of success. That’s why I use the 4 P’s Framework with clients: Priorities, Performance Measures, Problems, Desired Positive Outcomes. When you put yourself in their shoes, you stop pushing your agenda and start advancing theirs.

You know when you pick up a book and instantly think: “Yep—this is exactly what I need right now”? That was me within the first 27 pages of "Selling With" by Nate Nasralla. It’s 💡 smart, ✏️ simple, and most importantly—✅ effective. I immediately made meaningful adjustments to how I practice sales and how I teach sales with my clients.

In September 2020, the world was full of uncertainty and chaos (sound familiar?). A friend & former client recommended The Win Without Pitching Manifesto by Blair Enns. 📓 While everything around me felt noisy and unclear, Blair’s words cut through. His clarity, conviction, and directness helped me refocus—on what matters, on where I’m best, and on how to lead with expertise. 💡

If your organization doesn’t identify which stakeholders need to be involved at each stage, salespeople will leave key decision makers out.

Without the right 🎯 strategy, ⚙️ process and 🏗️ structure, even the best Challengers can struggle.

Founder-led businesses getting stuck because the founder is the only one who can close deals.

I wrote this book for founders, sales leaders, and ambitious professionals who want to build an effective outbound sales strategy.

⚖ Opportunity cost is a powerful force in sales, and “Make It Count” clients are a prime example.

I explore the dangers of “Dirty Money” clients—those who are financially aligned but culturally misaligned—and how they can strain your team

"Graveyard" clients—those who drain resources, damage your brand, and offer little financial value. 📉

Partnership Reviews are more than just meetings—they’re powerful opportunities to deepen relationships, align on goals, and uncover growth.

To ensure sustained and long-term growth, it's essential not just to win these valuable clients but to retain and expand these relationships

The Mindset for Cold Outreach

Take charge of your sales efforts with a highly focused, valuable, and consistent outbound sales strategy. 🎯

Your salespeople are the “boots on the ground,” while your marketing team provides the crucial “air support”.

Strategies for crafting tailored messages that not only break through the noise but also forge meaningful connections with your targets.

Lesson learned: Prioritize Blue Chip prospects for success and don't let setbacks discourage you.

Discover the origin of the "Blue Chip" profile as I share my journey from struggle to strategy