Sales — Close Deals

Outreach Principles

1. Lead with their pain, not your product. "I noticed you're hiring 3 engineers to build internal tooling" not "We built an amazing platform."
2. Reference something specific. Blog post, LinkedIn post, job listing, press mention. Prove you did homework.
3. One ask per message. "Open to a 15-min call?" not "Check our demo, read our blog, and schedule a call."
4. Follow up exactly once. Two follow-ups = spam. One = professional.

Cold Outreach Template

Subject: [Specific observation about their company]

Hi [First name],

[One sentence referencing something specific about them — proves research.]

[One sentence connecting their situation to the problem you solve.]

[One sentence on what you offer — outcome, not features.]

Worth a 15-min call this week?

[Your name]

• "I hope this email finds you well" — delete this from your vocabulary
• "We're an AI-powered platform that leverages..." — nobody reads past "leverages"
• Sending the same template to 500 people — they can tell

Demo Playbook

Before the Demo

1. Research the prospect: company size, stack, pain points, competitors they use
2. Prepare 2-3 specific scenarios relevant to them
3. Have answers ready for: pricing, security, integrations, timeline

During the Demo (30 min max)

• Never show features they didn't ask about
• Let them drive: "What would you want to see next?"
• If they're excited, shorten the demo and close

After the Demo

• Send recap within 2 hours: what you showed, what they liked, next steps
• Include specific pricing (not "let me get back to you")
• One clear next step with a date

Objection Handling

Pipeline Management