I help sales organizations uncover what makes their best people effective, strengthen how teams communicate value, and turn those insights into practical training and tools.
Buyers cannot tell you apart from the alternative, so the decision defaults to price.
A few reps consistently outperform the rest and nobody can say precisely what they do.
What your team sells takes expertise to understand and the buyer does not share the vocabulary.
The kickoff lands well and very little of it survives into the quarter.
I came to this from documentary filmmaking and creative direction. The job there is entering an industry you do not know, getting people to tell you the truth, and finding the detail that turns out to be the whole story. It is the same work as finding out why your best rep closes and your average rep does not.
So I interview your customers and your reps, ride along in the field, listen to live sales and support calls, study how competitors position themselves, and talk to leadership and frontline staff separately. That research is what the work is built from.
It becomes sales narratives and pitch material, story banks organized by the objections they answer, training run on your own scenarios, messaging guidelines and the reinforcement that keeps it in use after the session ends. The approach travels well across insurance, healthcare, B2B services and technical sales, because the underlying problem is the same: real expertise that is not reaching the buyer.
Ride-alongs, live call reviews and customer interviews showed that the strongest reps led with what a director of nursing lives through when a shift goes unfilled, not with the product. A full-day workshop for sales and operations was built on that, and the engagement has continued with follow-up training and an objection-indexed story bank.
Field research, mystery shopping and competitor study fed a rebuilt pitchbook, new objection-handling material, a story bank from veteran reps, and a best-practice session series, plus positioning and collateral work on the marketing side. Sales outcomes are still being evaluated against a comparison group.
“Matt took the time to deeply understand our sales process and our product, going on multiple ride-alongs, sales calls, and support calls with our team… We are seeing our customer conversations connect at far deeper levels than we ever had before, and we have seen a noticeable uptick in new customer close rates and existing customer lifetime value.”
Commercial observations reported by the client.