Sales Toolkit
Sales Cheatsheet
Quick reference for B2B sales frameworks, terminologies, and best practices
The 3 Whys
| Question | Looking For |
|---|---|
| Why anything? | Is the pain big enough to act? |
| Why us? | What alternatives exist? |
| Why now? | What's the compelling event? |
✅ All 3 positive = Qualified | ❌ Otherwise = Nurture
SPIN Discovery
| Phase | Purpose |
|---|---|
| S Situation | Understand context & tech stack |
| P Problem | Hunt for pain points |
| I Implication | Business consequences |
| N Need-Payoff | Let them describe value |
MEDDIC Framework
| Metrics | Business goal in $ terms |
| Economic Buyer | Who has budget authority? |
| Decision Criteria | Success criteria for PoV |
| Decision Process | Procurement timeline |
| Implicate Pain | Consequence of status quo |
| Champion | Internal advocate |
Champion Criteria
✓ Sees Value — Can sell solution internally
✓ Has Influence — Well-connected
✓ Has Mandate — Part of decision team
✓ Has Experience — Brought solutions before
✓ Access to EB — Can intro Economic Buyer
✓ Has Influence — Well-connected
✓ Has Mandate — Part of decision team
✓ Has Experience — Brought solutions before
✓ Access to EB — Can intro Economic Buyer
The 3 A's (Pre-Meeting)
| Attitude | Your time is valuable. Does customer impress you? |
| Agenda | Stated + Selfish (qualify for real pain) |
| Action Plan | Flow, team chat, hypothesis validation |
Winning Meeting Flow
❌ Competition:
Intro → Overview → Features → Logos → Demo
✅ Winners:
Intro → Q&A → Insights → Problem → Story →
Demo → Discussion → Value → Next Steps
Intro → Overview → Features → Logos → Demo
✅ Winners:
Intro → Q&A → Insights → Problem → Story →
Demo → Discussion → Value → Next Steps
Risk Neutralization
| No urgency | Find compelling event |
| Competition | Champion deck w/ your criteria |
| Price objection | Ensure Value > Price, meet EB early |
| Weak champion | Find real champion, pressure test |
| Status quo | Quantify cost of inaction |
Key Terminologies
| ICP | Ideal Customer Profile |
| Champion | Internal advocate |
| EB | Economic Buyer (budget authority) |
| MQL → SQL | Marketing → Sales Qualified Lead |
| Compelling Event | The "Why Now?" deadline |
| ROI | Return on Investment |
Pre-Meeting Battle Plan
Prepare your team for a successful sales meeting
Meeting Details
●
First Meeting
●
Follow-up
●
Demo
●
EB Meeting
●
Validation
Company Research
Attendee Profiles
Attendee 1
●
Champion
●
EB
●
Influencer
●
User
●
Unknown
The 3 A's
Your time is valuable. Does this customer impress you?
✓
Is there real pain?
✓
Who is the champion?
✓
Who is the Economic Buyer?
✓
What's the compelling event?
✓
What's the decision process?
✓
Who else is in the running?
Meeting Hypothesis
SPIN Questions Prepared
Prescriptive Next Steps (Draft)
Be specific. "We'll follow up" is not a next step.
Opportunity Risk Scorecard
Assess and score your sales opportunity to identify risks
Opportunity Overview
0
Total Score
280
Max Possible
0%
Percentage
🔴 Critical Risk
Risk Level
0%
Section 1: The 3 Whys
0 / 30
Why Anything? — Is the pain significant enough to drive action?
Why Us? — Is there a clear differentiator vs. alternatives?
Why Now? — Is there a compelling event driving urgency?
Section 2: MEDDIC Assessment
0 / 60
Metrics — Do we have quantified business goals (ideally in $)?
Economic Buyer — Have we identified AND engaged the person with budget authority?
Decision Criteria — Do we know their success criteria for evaluation?
Decision Process — Do we know their procurement process and timeline?
Implicate Pain — Have we uncovered consequences of status quo?
Champion — Do we have a true champion (see Section 3)?
Section 3: Champion Strength
0 / 40
Champion sees value — Can articulate your solution's value internally
Champion has influence — Well-connected; people look up to them
Champion has mandate — Part of decision-making team or CoE
Champion has experience — Has brought solutions into the company before
Champion has access to EB — Can introduce you to Economic Buyer
Champion knows process — Can explain decision criteria AND process
Champion sells internally — Actively advocates (not just "supports")
Champion pressure tested — Has provided accurate intel that checked out
Section 4: Competitive Position
0 / 50
Do we know who else is in the running?
Does our solution have unique capabilities they need?
Do the decision criteria favor our strengths?
Have we influenced the evaluation criteria?
Is our champion deck complete with our differentiators?
Section 5: Commercial Risk
0 / 50
Is Perceived Value clearly > Price?
Have we met with Economic Buyer?
Is budget confirmed/allocated?
Do we understand their procurement timeline?
Are legal/compliance blockers identified?
Section 6: Engagement Quality
0 / 50
Meeting attendance and engagement levels
Responsiveness to follow-ups
Willingness to introduce us to other stakeholders
Sharing of internal information/documents
Commitment to next steps/mutual action plan
Red Flags Check
0 flags
3+ red flags = Re-qualify before investing more time
Cannot answer the 3 Whys positively
No identified Economic Buyer
Champion cannot explain decision process
Unknown competition
No compelling event / "Why Now?"
Budget not confirmed
Low engagement / ghosting
Unexpected questions (unexplained)
High Interest but Not Qualified
Low Interest but Qualified
Mitigation Action Plan