How Do I Turn My Last 10 Deals Into a Sales Process Someone Else Can Run?
Most founders who are good at sales can't yet explain why they're good at it, in a way someone else could pick up and repeat. The deals close, but the "how" lives entirely in the founder's head: which objection to expect, which proof point to lead with, which moment to bring in a case study. Turning that into a process someone else can run is a specific, doable exercise, not a vague "document your playbook" instruction.
Start by writing down the last 10 deals, not the ideal version
Go through your last 10 closed-won deals in detail: who the buyer was, what triggered them to start looking, what objections came up, what finally moved them to sign, how long it took. Resist the urge to write the idealized version of how it should have gone. Write what actually happened, including the messy parts.
Find the pattern, not the exceptions
- Trigger events. What was happening in the buyer's world right before they started engaging seriously? A new hire, a failed vendor, a budget cycle, a specific pain point resurfacing.
- The 2-3 objections that show up almost every time. Not every objection you've ever heard, the handful that repeat across most deals, and exactly how you answered them when it worked.
- The proof point that actually moved the deal. A specific number, case study, or demo moment, not a general sense of "they liked the pitch."
- The sequence. What order did the conversations happen in, and how long did each stage typically take? This becomes your stage-by-stage process, not just a list of tactics.
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Request a free 15-minute consultation and bring your last 10 deals.Turn the pattern into something a hire can actually use
The output isn't a 40-page playbook nobody reads. It's a short, specific document: the ICP definition, the 2-3 trigger events to listen for, the top objections with your actual answers, the proof points by buyer type, and the stage-by-stage sequence with rough timing. A first sales hire should be able to read it in under an hour and understand exactly what a good conversation looks like at each stage.
This is also the same underlying material that improves a site's AEO and GEO, the specific objections and proof points that convert a buyer are often the exact same specific, falsifiable language that gets a page cited by an AI answer engine, so building this document well pays off in both the sales process and the site's findability, whether your next ten deals close in Prague, Dubai, Doha, or Singapore.