Essential sales conversations for product teams, PLG companies, and technical founders.
The four dramas where technical teams lose deals. We drill all four, on your real prospects.
The problem
You'd rather lose the deal than become that guy. Good. Keep that.
Builders resist sales because they picture the pushy pitch-merchant: fake rapport, hyped language, pretending to listen while waiting to pitch. So product teams hide behind the demo and the docs, tell themselves "the product sells itself," and stop short of the direct question because someone might say no. Meanwhile the first deals wait for a sales hire you shouldn't need yet, and the people who never talk to buyers keep guessing at the roadmap. The resistance isn't a values problem. It's a missing-mental-models problem.
The insight
Sales, done honestly, is diagnosis, and you already have the diagnostic instincts: curiosity, systems thinking, allergy to hype. What's missing are the mental models for four specific conversations, grounded in how trust develops, neuroscience, and classical rhetoric: one point per turn, follow the clues, land the problem statement until the buyer says "that's right" and starts convincing themselves. I learned these as a product manager: I closed multimillion-dollar product value and raised venture capital before I ever hired a salesperson. Your builders can close your first deals, your founders can close the big ones, and you can run with fewer salespeople, forever, because the people who build the product are the ones talking to the people who buy it.
The workshop
Half day with your product team. Everyone brings a real prospect, stakeholder, or customer conversation they're facing. I share my hardest one first, then we drill theirs live: reset, reposition, try it again, until it's in their own voice. Not scripts. Models they'll use on Monday.
Proof
Built product first, sold it second: multimillion-dollar product value shipped and venture rounds raised before ever hiring a seller.
Coached product marketing managers and emergent leaders at Recharge, a Series A product leader through their first $10B-account negotiation, and 250 key account managers at a Fortune 500 medical technology company.
Behavioral science base: five years in the Action Design Network, applied in product design and in coaching.
Book the workshop
Half day, your team
From $2,500
Book the workshop for your product org or founding team. Everyone brings a real conversation; everyone leaves having already had it once, safely.
Tell me about your team and the deals in front of them; I'll reply with dates.
The guarantee
If your builders don't leave with their next real prospect conversation rebuilt and drilled, don't pay me.
Where it goes from here: a self-paced mini course for reps between sessions, and my conversation coach that analyzes your team's real prospect calls and chats, so the skills keep compounding. Join the list to be first when they open.