How I develop sales assets from customer's needs

I didn't expect this to be such a liberating experience. 

Without boring you with details, I never had such a quick succession of personal losses as in the past four months. 

And although losses inevitably bring grief, they also focus my very questiony mind to the Question of all Questions: am I climbing the right mountain? 

Applying my own system to my own business revealed two things: 
1. What I'm actually selling.
2. How to speak about what I'm actually selling. 

Which means we've come full circle. 

I started with frustration about not knowing what to speak about on stage. 

Which was a symptom. 

That underlying problem felt hard, very personal and inescapable. 

'I don't close deals. My sales is broken'

I've been trying to fix it in various ways: 
- thinking myself out of it 
- figuring out the dynamics that created it
- modelling other people's ways
- delegating it to others
- hammering out stuff just to put something out there

Everything I tried made the problem more sticky... and got me more stuck. 

I'm not alone in this. 

Research shows that:
40-60% of deals in B2B end up in 'no decision' (resource: Harvard)
7 out of 10 product launches fail (resource: McKinsey)

Conversation‑intelligence studies (for example Rilla’s analysis of 16,000+ sales convos) show that top reps run much more interactive, customer‑driven conversations and keep the buyer actively involved, rather than delivering long product monologues.

And that is my mountain, right there. 
I'm not in marketing. I'm not in sales. I'm not in business development or strategy.
(Clearing out my backpack)

My clients hire me because they need to improve performance of their marketing and sales
(Adjusting my gear)

I develop specific assets that do that, based on validated buying and decision logic 
(Putting on my glasses, inspecting the path forward).

I'm climbing the right mountain. 

I just lacked the right gear, was carrying a backpack full of unnecessary items and kept getting lost. 

We're full circle, {{firstname}}. 

I bumped into a bottleneck. 
I researched the hell out of my own audience. 
I synthesised the insights. 

And wrote the keynote, a brand manifesto and a new homepage in one afternoon. 

No boring research. No strategy drama. 

Just a fix for one important problem: 
how to fix sales by implementing validated buyer logic. 

And funny enough, this aligns 100% with a case study of mine. The SaaS company that hired me released 350k of stalled pipeline from their CRM by applying this. They closed that particular quarter at a whopping +40%. 

If you need help unsticking your sales, you know where to find me. 

Next week I'll dive deeper into how to implement buying logic in your operation.