The document outlines key principles for effective selling, emphasizing the importance of offering exceptional products, structuring compelling proposals, and managing objections from potential clients. It presents four primary rules: sell amazing things, structure a great proposal, handle naysayers, and know when to pivot. Additionally, the document encourages creativity, empathy, and adaptability in the sales process.

3. S E L L I N G Y O U R
G R E A T I D E A

4. Asking “What if?”

5. F U N N E L V I S I O N

6. T H E H O W W O W

8. What stops you
F R O M S E L L I N G ?

9. D E F I N E T H E P R O B L E M E M PAT H I Z E & P R O B L E M PAT H I Z E A S K W H AT I F
T U R N O N F U N N E L V I S I O N P L O T O N T H E H O W W O W M AT R I X I D E N T I F Y T H E T H E M E S
P R O P O S E A B I G I D E A E X C U S E YO U R E F I N E A N D I M P R O V E
C R E AT E A N A C T I O N P L A N

11. Now that we’ve gotten
that out of our way...

12. R U L E 1 .
Sell Amazing Things
R U L E 2 .
Structure a great proposal
R U L E 3 .
Handle the Naysayers
R U L E 4 .
Know when to pivot

13. R U L E 1 .
Sell Amazing Things

14. Don’t sell pop if your
client drinks soda
R U L E 1 .
S E L L A M A Z I N G T H I N G S

15. You might be perfect, but
your product definitely
is not
R U L E 1 .
S E L L A M A Z I N G T H I N G S

16. Say “no” to yourself
R U L E 1 .
S E L L A M A Z I N G T H I N G S

17. R U L E 2 .
Structure a great proposal

18. Make sure you have a
worm and a hook
R U L E 2 .
S T R U C T U R E A G R E AT P R O P O S A L

19. Be clear
R U L E 2 .
S T R U C T U R E A G R E AT P R O P O S A L

20. Options are optional
R U L E 2 .
S T R U C T U R E A G R E AT P R O P O S A L

21. Sweat the small stuff
R U L E 2 .
S T R U C T U R E A G R E AT P R O P O S A L

22. R U L E 3 .
Handle the Naysayers

23. IQ + EQ > IQ alone
R U L E 3 .
H A N D L E T H E N AY S AY E R S

24. Get creative and fall
in love with sales
R U L E 3 .
H A N D L E T H E N AY S AY E R S

25. ability to balance empathy
and ego
Own your power
R U L E 3 .
H A N D L E T H E N AY S AY E R S

26. R U L E 4 .
Know when to pivot

27. It’s easy to sell a
bad deal
R U L E 4 .
K N O W W H E N T O P I V O T

28. It’s easy to smell
a bad deal
R U L E 4 .
K N O W W H E N T O P I V O T

29. Selling’s closest
cousin is invention
R U L E 4 .
K N O W W H E N T O P I V O T
Sales’s closest cousin
is invention
R U L E 4 .
K N O W W H E N T O P I V O T

30. R U L E 1 .
Sell Amazing Things
R U L E 2 .
Structure a great proposal
R U L E 3 .
Handle the Naysayers
R U L E 4 .
Know when to pivot