Lesson 2.1

Win honestly, hand off completely, stay forever

The winning structure: their problem in their words → the outcome → the approach → proof (references, site tours — verifiable risk reduction) → investment tiers (LP's good/better/best, sales-wide).
'You're more expensive': answer with total cost of ownership — lifecycle, documentation quality, service, risk — the difference explained, never reflex-discounted.
Demo discipline: their building's scenario, not feature tours (404's user-task rule, sales edition).
The long game: lose gracefully (request debriefs, keep relationships — today's loser is next cycle's challenger in a market this small); hand off completely (promises, boundaries, discovery notes — operations inherits every word); run accounts on 309's partnership rhythm, converting PM/analytics findings into funded next projects (307/LP's pipeline).
The compounding asset: a reputation for delivered truth — every honest claim makes the next sale cheaper.

LAB — the sales cycle, live

Discovery roleplay: interview the instructor-as-facility-director (a pain inventory is seeded); produce the discovery summary in the customer’s words.
Build the proposal skeleton: outcome framing, approach, proof plan, three investment tiers from the supplied cost data.
Objection gauntlet: ‘you are 15% high’, ‘your competitor promises 30% savings’, ‘why do I need a service agreement?’ — answer each honestly and on-currency.
Write the sales-to-delivery handoff memo for your winning tier.

Pass: discovery captured faithfully; tiers honest; objections answered without discounting reflexes or counter-overpromises; handoff complete.

LAB DEMO VIDEO

Instructor walkthrough — the discovery interview + two objection answers

[ ~12 min ]

The honest sales cycle — loop: discovery (pain inventory) → currencies map (finance/ops/engineer/IT) → proposal (problem→outcome→approach→proof→tiers) → objection answers (TCO card) → handoff memo → account rhythm feeding next projects; reputation-compounding spiral at center