THE FIRST THIRTY DAYS

Most of this book takes a month and no new software. Structure the room first, because it produces the evidence; then harvest, translate and close the loop.

1. Week 1 · Decide who gets a personRun the audit (chapter 1). Run the calculator for each kind of prospect and write the break-even deal size down (chapter 3). Start the objection log from memory, and mark how your last ten conversations ended (chapter 5).
2. Week 2 · Structure the roomWrite a one-page plan before every sales conversation, and say the diagnosis back in each (chapter 4). Start recording with consent, or noting the buyer’s exact words. Work out your stage rates from the last twenty deals and set the weekly number of first conversations (chapter 6). Set a follow-up rule.
3. Week 3 · Harvest and translateCollect twenty conversations and a month of tickets and reviews, and fill in the message map (chapter 7). Score your main page against the objection log, and rewrite the top three gaps in customers’ words (chapter 8).
4. Week 4 · Prepare and loopFill in the preparation sheet for your next buyer, partner or investor meeting (chapter 9, chapter 11). Build the scorecard (chapter 13). Hold the first monthly loop review on day thirty, and leave with one change to the page and one to the pitch (chapter 10).

At day thirty you should have a break-even deal size, an objection log with counts, a weekly conversation number, a message map, a page that answers its top three objections and a date for the next loop review.

Do this

• Put the four weeks on the calendar today, with an owner for each week’s list, and book the first loop review for day thirty.