Updated 8/14/2025•Reading time: ~12–14 min
Turn pages into plays. Standardize language, lower objections, and create momentum before the first call.
Pre‑call
- Send the belief‑shift chapter with the calendar invite.
- Include one question: “Which part matches your situation?”
Proposal stage
- Attach the objections chapter and a short FAQ.
- Quote two relevant case paragraphs.
Post‑sale
Use the method chapter as an onboarding primer for stakeholders who join later. It reduces misalignment and accelerates time to value.
Internal enablement
Adopt chapter terms as shared vocabulary. When teams talk the same way, buyers hear confidence instead of contradiction.
Plays by stage
Pre‑call
Send a two‑paragraph belief shift with the calendar invite. Use the same headline as your landing page. Add a single question: “Which part matches your situation?” You’ll start the call with context instead of small talk.
During the call
Keep a bookmarked PDF with chapter anchors. When a question comes up, show the relevant page and read one sentence. You’re not pitching—you’re referencing shared language. The shift from opinions to evidence calms the room.
After the call
Send the objections chapter with a short note: “Pages 4–5 are most relevant to what you asked.” Invite one correction. When a buyer edits a shared artifact, they are co‑authoring the deal.
Enablement that compounds
Teach your sales team to quote the book. Give them a one‑page index of lines that travel. Swap tribal phrases for written ones so new reps can sound senior on day one. When everyone uses the same sentences, buyers hear confidence instead of contradiction.
Mini scripts you can steal
- Calendar note: “I’ll send a 3‑page excerpt that summarizes our approach. It will make the call faster.”
- Proposal email: “Attaching a 6‑page objections chapter. If we’ve missed one you care about, reply with the sentence you’d say in a meeting.”
- Kickoff: “Please skim the method chapter and send one question per person before Friday.”
What great looks like
Prospects quote your book back to you. First calls reference chapter titles. Security asks for the appendix instead of a new doc. Executives approve a small pilot because the next step is specific and safe. Your pipeline becomes less chaotic, not because you added pressure, but because you added clarity in writing.
Manager enablement
Give frontline managers a one‑page guide on when to send which chapter and the email copy to use. Managers multiply impact when the guidance is frictionless.