Value Proposition
Quick diagnostic of the business. These numbers help us benchmark, identify constraints, and feed AI with the full picture. Fill what you know - skip what you don't.
Define exactly who your ideal client is. The more precise your ICP, the more effective your campaigns and the easier your sales conversations.
- Push for specifics. "Tech companies" is too broad. "Series A-C SaaS in fintech, 10-50 employees" is actionable.
- Ask: "If you could clone your 3 best clients, who and why?"
- For each answer, probe: "What makes them better than other clients in the same category?"
Understand the emotional landscape - goals, fears, frustrations, identity, and decision-making patterns. This becomes the foundation of all messaging.
- Push beyond surface. "They want to grow" is not enough. Ask: "What does growth mean specifically?"
- For each problem: "What happens if this goes unsolved for 6 more months?"
- The #1 pain point becomes your primary marketing message.
Understand the financial dynamics of your buyer - budget authority, purchase patterns, and the economics of their decision.
Where does your dream client spend their time? What do they consume? This determines your outreach strategy.
The exact words your buyer uses determine whether your message resonates or gets ignored. Map their language patterns.
- Mine sales call transcripts, emails, and reviews for exact phrases.
- The goal is to use THEIR words, not yours.
- "Mirror language" converts 2-3x better than industry jargon.
What causes a prospect to start looking NOW? Sellers who contact first after a trigger are 5x more likely to win.
- Ask: "Think about your last 5 clients. What event made them reach out?"
- The best triggers have built-in urgency (deadline, money running out, board meeting).
The average B2B deal involves 6-10 stakeholders. Map who is involved and what each person cares about.
- "Walk me through the last deal you closed. Who was involved?"
- For each role: "What question did they ask? What almost killed the deal?"
Decision Maker
Internal Champion
Budget Holder
Technical Evaluator
End User
Potential Blocker
How your buyers evaluate, compare, and ultimately choose. Understanding this shapes your entire sales process.
Focus on quantifiable results, not features. These become your proof points.
- Quantify: revenue, time saved, % improvement.
- Result, not product: "Passed Series B due diligence in 2 weeks instead of 8."
- Always add a timeframe.
Each feature maps to a process step and has a clear benefit + proof point.
A strong guarantee closes 30% more deals. Combined with a value stack, this becomes irresistible.
- Hormozi Value Equation: Value = (Dream Outcome x Likelihood) / (Time x Effort)
- Increase value by: bigger outcome, higher confidence, faster results, less effort from them.
Quantify the revenue impact of your service. Input your client's numbers to generate compelling ROI data for proposals and sales conversations.
Know who you compete against and why you win. Don't forget "Do Nothing" - often your #1 competitor.
Map your ideal sales process from first touch to signed contract. This becomes your playbook.
Bad-fit clients drain resources and damage reputation. Define your disqualifiers.
- "Think about your worst client experiences. What did they have in common?"
- If a lead matches 2+ disqualifiers, they're out.
Your best revenue comes from existing clients. Map upsell paths, retention risks, and referral mechanics.
Your origin story makes your company relatable and memorable.
| The founder was an expert in the field | |
| Founder encountered a problem | |
| Looked everywhere, couldn't find a solution | |
| Got fed up, tried to solve it alone | |
| Solution worked better than imagined | |
| Everyone else started asking | |
| New mission: get solution to the market |
Every objection and FAQ becomes your sales team's playbook.
Common Objections
Frequently Asked Questions
Free-form space for notes, action items, and follow-ups during the workshop. Everything here is saved and exported with the rest of the data.
Timestamped Notes
These messages are auto-generated from your workshop answers above. Edit any field to update them in real-time. Copy any card to use in your campaigns.
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