How to sellthat

1. The sale · not the org chart

Who is in this sale,
and what do they owe that.

A workshop wall for the people who move an offer: visitor, writer, seller, application engineer, tender manager, distributor. Name the leak between two of them. Then look at one way that pain is already removed.

  1. 01 Who is in this sale
  2. 02 What is stuck
  3. 03 What they owe the next person
  4. 04 One way this gets unstuck

Organisations — ask to join

The cast · 17 roles

Empty chairs, then names.

Condensed labels are the people. The offer — that — stays in serif. Not a department map.

In the marketVisitorIn the marketProspectIn the marketCustomerIn the marketDistributorDemandMarketerDemandContent writerDemandCreativeDemandMedia opsRevenueSDRRevenueSellerRevenueApplication engineerRevenueTender managerRevenueLegalRevenueSales opsAfter the yesSuccessAfter the yesSupportChannelPartner manager

Sale types

How do they sell that?

Six plays. Open one and walk the scenes. Tools stay off this wall until a pain is named.

B2B complex saleLong cycle, many stakeholders, high trust.SME service customerLocal or specialist services, short memory, high expectation.SaaS product journeySelf-serve interest, activation, expansion.Agency–client engagementHow an agency is hired, briefed, and retained.Ecommerce & retail digitalDiscover, buy, receive, come back.Partner & channel revenueRecruit, activate, co-sell, and grow through partners.

Handoffs · the leak

The artefact in the middle.

Same two people can exchange more than one thing. The leak is usually the pack, not the title.

SellerHands over
proof packThe thing that must arrive
Application engineerMust be able to use it

Failure: The pack is a slide dump the engineer cannot run in the room.

Content writerHands over
articleThe thing that must arrive
SellerMust be able to use it

Failure: The seller cannot find the proof when the buyer asks.

MarketerHands over
form fillThe thing that must arrive
SDRMust be able to use it

Failure: The form dies in an inbox.

Relief · last, and small

Pain first. The name last.

If you can delete the product name and the card still makes sense, the frame is right. Incomplete on purpose.

Pain
form dies in an inbox
Job
Make it easy to raise a hand, collect enough context, and route the request to the right person.
Unstuck by
Qualification and contact capture can happen in conversation, then route to the team.
Still owns
SDR
Way
HEA-WorldFounding partner
Pain
ticket pile, no takeover
Job
Resolve quickly, escalate cleanly, and keep answers consistent with policy and product truth. HEA-World is not a contact-centre replacement.
Unstuck by
Best when support resolution, inbox workflow, and escalation are the primary job.
Still owns
Support
Way
Intercom Fin
Pain
blank page
Job
Be findable for a real job-to-be-done, then move the reader toward a useful next action.
Unstuck by
Good for drafts that need a distinct voice and fewer generic claims.
Still owns
Content writer
Way
Claude
Pain
forgotten call notes
Job
Listen well, capture what was said, and follow up with a proposal that reflects the real need.
Unstuck by
Captures discovery so the proposal can quote the customer, not the salesperson’s memory.
Still owns
Seller
Way
Fireflies