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Sales cheat sheet
Every rule in the course and the numbers worth memorising. Print it or save it as a PDF.
Cheat sheet
Sales on one page
Bad Design Academy by Bad Design
baddesign.io/academy/
baddesign.io/academy/
Numbers to remember
SPINSituation, Problem, Implication, Need-payoff
BANTBudget, Authority, Need, Timeline
MEDDPICC8 qualification checks
3xExecs' replies with company-based personalization (Gong)
+88%Replies with industry social proof (Gong)
1Specific next step per call
Give-getTrade every concession
LAERListen, acknowledge, explore, respond
Multi-threadSeveral contacts per deal
MAPMutual action plan to close
Prospecting
- Ideal customer profile
- Define the companies most likely to buy, succeed and stay, and prospect them first.
- Buying committee
- B2B decisions involve several people: economic buyers, champions, users, and blockers.
- Cold email
- Short, relevant emails about the buyer's situation, ending with a low-effort ask.
- Personalization
- Relevant personalization (company context, activity) beats surface tricks like first names.
Discovery
- SPIN questions
- Situation, problem, implication, need-payoff: a question sequence for deep discovery.
- Active listening
- Let buyers talk, ask follow-ups and play back what you heard.
- Gap selling
- Show the gap between the buyer's current state and desired future state, and the cost of inaction.
- Quantify impact
- Turn pain into numbers: time, money, risk or missed revenue.
Qualification
- BANT
- Budget, authority, need, timeline: a quick first qualification check.
- MEDDPICC
- Metrics, economic buyer, decision criteria, decision process, paper process, identify pain, champion, competition.
- Disqualify early
- Walk away from poor-fit deals early to protect time and forecast accuracy.
- Champion
- A champion has influence, a personal win, and actively sells for you internally.
Pitch and Objections
- Challenger insight
- Teach buyers something new about their business, tailor it, and lead the process.
- Tailored demo
- Demo the workflows that solve the buyer's discovered pains, then agree next steps.
- Objection handling
- Listen, acknowledge, explore, respond and confirm, without rushing to discount.
- Social proof
- Relevant customer results from similar companies build trust fast.
Closing and Pipeline
- Mutual action plan
- A shared plan of steps, owners and dates from now to go-live.
- Clear next steps
- End every interaction with a specific, dated next step.
- Pipeline stages
- Stages should reflect buyer actions with clear exit criteria.
- Negotiation
- Trade concessions for value (give-get) and protect price.