PROSPECT → QUALIFY → DISCOVER → PRESENT → HANDLE OBJECTIONS → CLOSE → ONBOARD

1. PROSPECT: Find potential customers
2. QUALIFY: Determine fit (BANT/MEDDIC)
3. DISCOVER: Understand their situation
4. PRESENT: Show how you solve their problem
5. HANDLE OBJECTIONS: Address concerns
6. CLOSE: Ask for the business
7. ONBOARD: Ensure success

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FOR [target customer]
WHO [has this specific problem]
OUR [product/service]
PROVIDES [key benefit with numbers]
UNLIKE [competitors]
WE [unique differentiator]

FOR B2B SaaS companies
WHO struggle with customer onboarding (60% churn in first 30 days)
OUR automated onboarding platform
PROVIDES 40% reduction in time-to-value and 25% higher retention
UNLIKE generic customer success tools
WE offer industry-specific playbooks and automated milestone tracking

"We help [target] achieve [outcome] without [pain]."

Example: "We help SaaS companies reduce churn by 25% without hiring more customer success reps."

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**MEDDIC (Complex, Enterprise B2B):**
```markdown

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- "Walk me through your current process for [X]."
- "What tools are you using today?"
- "How much time does this take per week?"
- "Who's responsible for this?"

- "What's the biggest challenge with your current approach?"
- "What have you tried to solve this?"
- "Why didn't that work?"
- "What's this costing you? (time/money/opportunity)"

- "If you could wave a magic wand, what would change?"
- "What would solving this enable you to do?"
- "How would this impact your team/company?"
- "What's at stake if this doesn't get solved?"

- "How do decisions like this typically get made here?"
- "Who else needs to be involved?"
- "What would need to happen for you to move forward?"
- "What's your timeline for making a decision?"

SITUATION: Understand their current state
- "How many customers do you have?"
- "What's your current process?"

PROBLEM: Identify pain points
- "What challenges are you facing?"
- "How is this impacting the business?"

IMPLICATION: Make pain bigger
- "What happens if this continues?"
- "How does this affect other areas?"

NEED-PAYOFF: Paint the solution
- "How would solving this help?"
- "What would that mean for your team?"

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**Presentation Principles:**

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LISTEN: Let them fully express the objection
ACKNOWLEDGE: Show you understand
EXPLORE: Ask questions to find root cause
RESPOND: Address the real concern

LISTEN: "I understand budget is a concern."
ACKNOWLEDGE: "Many customers felt the same way initially."
EXPLORE: "Help me understand - compared to what?" / "What budget did you have in mind?"
RESPOND:
- "Let me show you the ROI..." [Show calculation]
- "What's the cost of not solving this?" [Quantify pain]
- "We have [alternative option] at [lower price]"

LISTEN: "Of course, this is an important decision."
ACKNOWLEDGE: "I'd want time to think too."
EXPLORE: "What specifically would you like to think through?"
RESPOND: [Address the REAL concern they reveal]
- If budget: Show ROI
- If timing: Understand why delay
- If features: Address gaps
- If trust: Provide references

LISTEN: "I appreciate you sharing that."
ACKNOWLEDGE: "[Competitor] is a good product."
EXPLORE: "How's that going? What made you take this call?"
RESPOND:
- Don't trash competitor
- "Many customers switched from [Competitor] because..."
- "What would make you consider an alternative?"
- Focus on differentiation

LISTEN: "I understand timing matters."
ACKNOWLEDGE: "Timing has to be right."
EXPLORE: "When would be better? What's happening now?"
RESPOND:
- "What would change in [timeframe]?"
- "What's the cost of waiting [X months]?"
- "Can we start small now and expand later?"
- Schedule specific future follow-up

LISTEN: "Absolutely, it's important they're involved."
ACKNOWLEDGE: "Getting buy-in is critical."
EXPLORE: "What will be most important to them?"
RESPOND:
- "Can we schedule a call with them included?"
- "What do you think their main concerns will be?"
- "I can prepare materials for you to share"
- Offer to present to decision-maker directly

"Based on what we've discussed, this clearly solves [their pain].
When would you like to get started?"

"Would you prefer to start with the annual plan or monthly?"
"Should we begin with 10 licenses or 25?"

"Let me make sure I understood correctly:
- You need to [solve X]
- We've shown how we do that
- The ROI is [Y]
- Your team is ready to start [timeline]
Does that sound right? What would you like to do next?"

"If we can address [concern], are you ready to move forward?"
"On a scale of 1-10, how likely are you to proceed?"
(If <8: "What would make it a 10?")

"I think this is a great fit. Are you ready to get started?"

| Stage | Definition | Exit Criteria | Probability | Avg Days |
|-------|------------|---------------|-------------|----------|
| Lead | Initial contact | Responded | 10% | 0-7 |
| Qualified | Fits ICP + BANT | Discovery scheduled | 25% | 7-14 |
| Discovery | Needs understood | Demo scheduled | 40% | 14-21 |
| Demo | Solution shown | Proposal requested | 50% | 21-28 |
| Proposal | Pricing sent | Verbal yes | 60% | 28-35 |
| Negotiation | Terms discussed | Contract sent | 80% | 35-42 |
| Closed Won | Deal signed | -- | 100% | 42 |
| Closed Lost | Deal lost | -- | 0% | -- |

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Subject: [Trigger event or pain point]

Hi [Name],

Saw that [specific observation about their company - shows research].

[One sentence about common pain point in their industry.]

[One sentence about how you help, with specific result.]

Worth a 15-minute call to explore if there's a fit?

Best,
[Name]

P.S. [Relevant case study or proof point]

Subject: Re: [Original subject]

Hi [Name],

Quick follow-up on my note last week about [value prop in different words].

If now isn't the right time, no worries - just let me know and I'll check back in [3/6 months].

Best,
[Name]

Subject: Next steps - [Company name]

Hi [Name],

Great speaking with you today. As discussed:

**Your challenges:**
- [Challenge 1 they mentioned]
- [Challenge 2 they mentioned]

**How we can help:**
- [Solution 1 with specific outcome]
- [Solution 2 with specific outcome]

**Next steps:**
- [Action 1] - [Owner] - [Date]
- [Action 2] - [Owner] - [Date]

Let me know if I missed anything.

Best,
[Name]

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