Self-Paced · ~1.5 Hours · Selling Pillar
Finding the Gaps in Your Sales Process
For founders and revenue leaders who know something's off but can't put a finger on it: a structured way to see exactly where your deals are leaking.
Who this is for
Founders, first-time revenue leaders, and operators who have a sales process (or something that passes for one) but know it's leaking somewhere. Deals stall in the same spots. Close rates feel lower than they should be. You know the pipeline isn't totally healthy but you can't quite name why.
Not for: people who don't have a product in market and a live pipeline yet. If you're still pre-revenue, start with Founder-Led Selling first.
What you'll be able to do after this course
- Name exactly where in your funnel deals are stalling, and why
- Identify whether your problem is qualification, discovery, the proposal moment, the money conversation, or follow-up
- Audit your last 5–10 wins and losses for the pattern that explains both
- Run the Wheeler Reframe on your own pipeline: identify the question you've been asking vs. the question you should be asking
- Build a short-list of one or two fixes that will move the needle first
Lesson Outline
01Reading Your Pipeline Like a Diagnostic, Not a Forecast
Most founders read their pipeline as a forecast (“what might close?”). This lesson reframes it as a diagnostic (“what's actually happening, and why?”). You'll learn to look at your pipeline the way a doctor reads a chart (not to feel good or bad about it, but to see it clearly). You'll also run a quick win/loss audit on your last 5–10 deals.
02Where Deals Actually Die (The Five Moments)
There are five places in a B2B sales process where deals reliably break: qualification, discovery, the proposal moment, the money conversation, and follow-up. This lesson maps each one, teaches you what bad looks like at each stage, and helps you identify which one is your primary leak.
03The Qualification Problem (Are You Talking to the Right People?)
Bad qualification is the root of most pipeline problems, but it shows up late, as deals that go quiet after a promising first call. This lesson covers how to tighten your qualification criteria, what questions surface the truth early, and how to have the “is this the right conversation?” conversation without losing the relationship.
04The Money Conversation (Why It Feels Harder Than It Is)
Most founders either avoid the price conversation too long or bring it up without enough context. This lesson covers the ROI framing method (the 20-year-running script for making the value case before price becomes the objection) and how to hold the money conversation with confidence when it arrives.
05One Fix First (How to Prioritize the Repair)
You've done the audit. You've found two or three places where things break. Now: which one do you fix first? This lesson teaches a simple prioritization method (fix the earliest break first, because everything downstream is contaminated by it) and builds you a 30-day repair plan.
Ready to go deeper?
Run the same logic on your whole GTM motion with the GTM/PLG Audit, a structured one-to-two-week diagnostic with a written roadmap. Or, if you want to work the specific deals in front of you right now, The Sales Room is the place to start.