Most sales training teaches people what to pitch. This one teaches people how to think — and what to say instead.
Change the word. Change the answer.
Same question. Different door. Tap any swap to open it.
Open it, fill it out, keep it.
Knowing what to do, how to do it & why it matters. One objective, the two commitments that protect it, the planning matrix, and the honest questions at the end of the period.
Open & fill ↓ DownloadYour weekly cadence. Three accomplishments from this week, six planned for next week, and one teammate who went the extra mile.
Open & fill ↓ DownloadPrep one opportunity. Frame it, score fit and readiness, map who has a say, and leave knowing what they want to improve.
Open & fill ↓ DownloadPick the buying influence, their mode, what they value and your timing — the builder frames your outreach on the 5-Step framework. You bring the specifics.
Open the builder →There are three kinds of awareness. Tap each to open it.
Clarity
- What is this program actually supposed to do for the brand?
- What would make this conversation worth their time?
- What do I want to be true when this conversation ends?
Motive
- Why does this matter — leads, launch, brand perception, or budget?
- Why now? What changed — a new product, a bigger show, a contract ending?
- Why should they trust me to help?
People
- Who has a say — Economic, Impact Owner, Guardian, Coach?
- Who lives with it day to day — the show manager running the schedule?
- Who haven’t I accounted for — procurement, the agency of record, the product groups?
Measure
- How will they know it worked — leads, meetings, press, cost per square foot?
- How are they handling it today — in-house, one agency, or several?
- What are they judged on — speed, cost, quality?
Movement
- What’s the next step I’m asking for — a call, a demo, an intro?
- What’s the smallest commitment that moves this forward?
- What do I owe them when we hang up?
Let’s stop asking “What question gets me a meeting?” & start asking “What question uncovers their Mode?”
The best questions are simple, conversational, and easy to answer — the kind that don’t feel like discovery. Work them in this order, and each answer opens the door to the next:
Establish context without sounding like discovery.
- What do you know about…?
- How are you currently handling this?
- What does your team look like today?
- Are you handling this internally, with a partner, or both?
- Has anything changed recently?
- What’s hardest to get right?
- What are you focused on this quarter?
Where most of us struggle. Instead of asking about facts, ask about experience — these seven tell you almost everything about their Mode.
- How’s that been working for you?
- How do you feel about where things stand today?
- What’s been the biggest challenge?
- What’s been the most frustrating part?
- What’s taking more time than it should?
- Where do you feel the most pressure?
- If you could change one thing, what would it be?
Nobody buys an exhibit. They buy what the brand becomes on the floor.
- What would success look like at the next show?
- What’s most important to improve?
- If this went exactly right, what changes?
- What would make the biggest impact?
- What’s costing the most today — drayage, storage, rework?
- What would free your team up during show season?
- Where do you think the greatest opportunity is?
Timing separates a real opportunity from a someday.
- Why is this important now?
- What’s driving the timing — a show date, a budget cycle, an RFP?
- What happens if nothing changes?
- Is there a deadline you’re working toward?
- What made this move to the top of your list?
Know who matters before you go further.
- Besides yourself, who else is involved?
- Who ultimately decides?
- Who will use the solution every day?
- Who else would want to weigh in?
- What does success look like for them?
“It sounds like [Situation] is creating [Impact]. If there were a way to [Improvement], would it be helpful to see how?”
“It sounds like the manual work is putting more pressure on your team. If there were a way to take that off their plate so they could focus on what matters, would it be helpful to see how we might help?”
- Growth “It sounds like you’re looking to…” → improvement
- Trouble “It sounds like this is creating…” → relief
- Even Keel “It sounds like things are working, but…” → possibility
- Overconfident “It sounds like you’re comfortable with where things are…” → curiosity
Decision Maker phrasing shown. Tap any question to see how it changes for the Guardian, Impact Owner & Coach.
Defines the outcome — clarity
Reveals the process — reality
Identifies friction — truth
Tests commitment — decision
- A real problem or gap exists.
- It's something we solve.
- There's a genuine need behind it.
- More than one opening, or a repeat need.
- Their size and type fit what we do.
- It's a market we serve.
- I can reach the right person.
- We have the ability to deliver this.
- There's a relationship, referral, or way in.
- New posting, expansion, or service line.
- Turnover, retirement, or a departure.
- A shortage story in their market.
- Which department is carrying the gap.
- Who's covering the extra load.
- Who has to fix it.
- A start date or schedule is posted.
- The impact is already being felt.
- They're already looking.
A Communication Framework
Awareness earns the meeting. This earns the reply.