Principles Buying Journey Stage Scorecard Lead In Enquiry & Qualification Discovery Solution Build Pitch Delivery Close & Handover Cheat Sheets Pitch Builder Role Practice Drills Roadmap

Sales Process
Playbook

Prepared by Growth Experts — April 2026

50%
Current Close Rate
80%+
Calls Booked from Enquiry
70%
Target Close Rate
90–100%
Target Capacity
Prepared by Growth Experts
Foundation

Principles & How to Use This Playbook

Your sales process is already strong. This playbook documents it, sharpens the edges, and gives you a system you can run consistently — even when you're deep in client work.

01
Sales is a Transfer of Trust

You can't sell to someone who doesn't trust you. Every interaction — every email, every post, every call — either builds or erodes that trust. Protect it.

02
Go-Giver First

Lead with value, connection, and genuine curiosity. Connect people. Share opportunities. Pitch only when invited — never before. This is the foundation of your referral engine.

03
Two-Step Selling

Discovery call and proposal call are always separate. Never pitch in the same conversation you're diagnosing. Rushing this is selling a $10,000 programme with a $500 process.

04
Diagnose Before Prescribing

You're a doctor, not a waiter. Ask where it hurts. Ask why it matters. Ask what they've tried. Then, and only then, prescribe a solution that fits.

05
Attract, Don't Push

Your energy, your proposals, and your follow-up should make people want to work with you — not feel pressured. A no-pressure approach is your brand. Own it — then add just enough structure to close.

06
BAMFAM — Book a Meeting From a Meeting

Every call ends with a date in the diary. Not "I'll follow up." Not "let me know." A confirmed next step, before you hang up. Momentum lives in the calendar.

How to Use This Playbook

This is a living reference — not a one-time read. Return to it between calls. Use the cheat sheets during and after every prospect conversation. Use the Pitch Builder after each discovery call to build a bespoke proposal page. Review the Roadmap quarterly and update your scores as you improve. The goal: every stage gets to a 9 or 10.

The Buyer's World

How Your Prospects Buy

Before mapping how you sell, understand how they buy. CMOs and CEO-founders in VC-backed or PE-owned companies follow a recognisable journey — and most "no decisions" are lost to timing and inertia, not competitors.

Stage 1
Problem
Something isn't working. Growth is stalling.

What they're thinking: "We're growing, but no one in our market knows who we are. We're getting into rooms but not winning. We need more credibility."

Your opportunity: Be top of mind when this realisation hits. LinkedIn presence, consistent content, and warm referral networks mean they think of Kathy before they go searching.

Stage 2
Canvas
Internal conversation begins. They need PR.

What they're thinking: "We need someone specialist — not a generalist marketing agency. PR specifically. Someone who understands B2B tech or our vertical."

Your opportunity: Referral networks fire here. A warm introduction from someone they trust collapses months of evaluation into one call.

Stage 3
Explore
Searching LinkedIn, asking peers.

What they're doing: Scrolling LinkedIn for PR consultants with relevant industry experience. Reading articles, looking at coverage samples, checking who their peers have used.

Your opportunity: Your LinkedIn content, published bylines, and media hit portfolio are your search results. Stay active and let your work speak.

Stage 4
Evaluate
Shortlisting 2–3 options. On calls.

What they're weighing: "Does she understand our space? Will she just disappear once she has the retainer? What does her coverage actually look like in our vertical?"

Your advantage: Solo consultant = direct access to the person doing the work. Your proposals are specific, not templated. Your discovery is thorough — they feel understood before they've signed anything.

Stage 5
Decide
Choosing between options — or waiting.

Common blockers: Budget cycle timing, internal sign-off, "we'll come back next quarter," competing priorities after a fundraise. These aren't NOs — they're timing issues.

Your opportunity: Stay warm. A newsletter, a LinkedIn check-in, a relevant article share keeps you in the frame. When they're ready, they call the person they remember.

"Most lost deals aren't lost to a competitor — they're lost to inertia. The prospects who said 'not yet' and went quiet aren't gone. They're waiting for the timing to be right. Your job is to be the person they call when it is."

Current State

Stage Scorecard

Self-assessed scores from your April 2026 workshop with Growth Experts. Green stages are working — document and protect them. Amber stages have a clear path to improvement.

0/10
Lead In
Good leads when they arrive. The gap is generating a steady, predictable flow without it feeling manual.
Target: 9
0/10
Enquiry
Warm, personalised, research-backed first touch. Over 80% convert to a booked call. Near-perfect.
Target: 10
0/10
Discovery
Deep, targeted questions. Clear BANT capture. Prospects feel genuinely understood. Keep this.
Target: 10
0/10
Solution Build
Proposals land well — "this is exactly what I need." The upgrade is format: modern, interactive, faster to build.
Target: 10
0/10
Pitch
Proposal walk-through is compelling. Pricing is introduced naturally. Decision-makers present. Strong foundation.
Target: 9
0/10
Close & Handover
Great acceptance rate from committed prospects. The gap: not leaving every call with a named next step — especially when they're warm but not ready to sign today.
Target: 9
Stage 1

Lead In

Your pipeline is your livelihood. Right now it's largely manual and relationship-driven — excellent quality, lower volume. The goal: systematise what's already working without losing the personal touch.

Lead Sources

Personal Referrals
LinkedIn Networking
Past Clients
Podcast / Event Connections
Sustainability Sector (Building)

Ideal Client Profile (ICP)

Funding Status

Venture-backed or PE-owned with growth mandate, OR recurring revenue that's established and scaling

Buying Signal

Brand trust is strategic to their growth phase — not a "nice to have." They've earmarked marketing budget.

Contact Role

CMO, VP Marketing, or CEO-founder acting as CMO. Decision-maker is in the room from day one.

Primary Verticals

Sustainability / climate tech / renewable energy · AI / cybersecurity / fintech / compliance tech · B2B SaaS and vertical industry tech

🎁 Referral Gifting Protocol

When a referral converts to a client, acknowledge the person who made the introduction with a personal, generous gesture — not a transactional "finder's fee" (which creates compliance and payroll overhead). A personalised gift card + handwritten note is the right tone: thoughtful, memorable, non-transactional. Reciprocal referrals are also valued. Think Giftology principles: unexpected, generous, specific to the person.

Green Flags — Move Forward

Venture-backed, PE-owned, or recurring revenue with active marketing budget
CEO or CMO as the primary contact — decision-maker in the conversation
Brand trust is strategic: preparing for M&A, US expansion, fundraise, market launch
Referred by a trusted peer, client, or collaborator
Active on LinkedIn — engaging with thought leadership content
Already investing in marketing or recently hired marketing talent

Red Flags — Qualify Further or Decline

Non-profit or early-stage pre-revenue with no marketing budget (per your own example)
Looking for freelancer pricing for strategic, ongoing PR work
No brand trust narrative — "we just need more press, any press"
Founder who wants PR but has no bandwidth for media training or SME access
Misaligned expectations: wants guaranteed placements in specific outlets
Price-shopping language before discovery: "how much do you charge?"
Stage 2

Enquiry & Qualification

You're already at a 9 here. Over 80% of your qualified enquiries convert to a discovery call — that's exceptional. The key upgrades: (1) ensuring a clear next step is always on the table, and (2) knowing when to stop giving information and just ask for the call.

80%+

of qualified enquiries book a discovery call — well above industry norms.

First Touch Email Template

Key Protocol

The LinkedIn "Bite → Book" Protocol

This is the single highest-leverage change in your sales process. When someone on LinkedIn engages positively — they reply, they ask questions, they say "yes, that's what I do" — stop sending more information. Sending another PDF, another link, or another long message puts the burden back on them. Instead: ask for the call.

1

They bite — they reply positively, ask a question, or engage with something you've shared. This is the signal.

2

Don't add more content — no more links, no more PDF, no more explanation. They're already interested. More information creates more to process, not more motivation.

3

Ask for the call directly — move them off LinkedIn and into your calendar. Simple, confident, no apology.

"That's exactly what I do — I've got some great stuff I'd love to show you. Can we have a quick call next week? Here's my calendar: [link]"

Once they're in your calendar, they'll prepare. They'll research you. You don't need to sell them beforehand — the discovery call does that work.

Green Flags — Progress Fast

Decision-maker made the first touch themselves
Referred by a named contact — trust is already partially transferred
Specific problem articulated: "we need more visibility for our Series B raise"
Timeline tied to a real business event (launch, raise, expansion)
Warm engagement in first exchange — responsive, interested, curious

Red Flags — Slow Down or Disqualify

Vague: "just exploring what PR could do for us"
Price-first: "what's your monthly rate?" before any context shared
Unresponsive after first reply — engagement doesn't match stated interest
No clear decision-maker: "I'll need to check with the team"
Expecting guaranteed outcomes or specific journalist relationships upfront
Stage 3

Discovery

This is your strongest stage. You ask the right questions, in the right order, and you walk out of calls with a full picture of what they need and why. Protect this. The goal here is consistency — especially when you're tired or booked up.

0:00
Open & Frame
5 min
0:05
Their World
15 min
0:20
Pain & Ambition
12 min
0:32
Qualify
8 min
0:40
Bridge to Proposal
5 min
1
Open & Set the Frame
5 min
▾
"The aim today is to understand your business properly — where you're at, what you're trying to achieve, and what role PR can play in that. I'll spend most of the time listening and asking questions. Towards the end I'll share some initial thoughts. If it feels like a strong fit, I'll put together a proper plan to walk you through. And honestly, if it's not the right moment — no problem at all. Sound fair?"
If referred: "[Name] mentioned I should speak with you. Before I say anything about what I do — what did they tell you about me, and what made you want to take the call?"
2
Their World Today
15 min
▾
Q1
Give me the two-minute version of the business — what do you do, who do you do it for, and how long have you been doing it?
Q2
How does the business actually make money — what does a typical client engagement look like?
Q3
Where does most of your business come from right now — referrals, inbound, partnerships?
Q4
Who's your audience — who are you trying to reach, and what matters to them?
Q5
What's your current presence like — do you have existing press, LinkedIn presence, thought leadership content? Where have you been covered already?
3
Pain & Ambition
12 min
▾

Your signature questions — these are what make your proposals feel custom-built. Use the exact language they give you.

Q6
Are you a vitamin or a painkiller — is PR essential to your next phase of growth, or would it be nice to have?
Q7
Why is building brand trust critical for you right now — specifically at this moment?
Q8
What are your short and long-term marketing and sales goals? How does earned media visibility connect to those?
Q9
Do you have an established base in this industry, or are you looking to experiment in a new category — or both?
Q10
If things go really well in 90 days — what does that look like? What specifically changes for you?
Q11
What have you already tried or considered on the PR side — internal, agency, freelance? What worked or didn't?
After they answer: "Can I share one observation? [Something specific to what they've told you — a gap, an angle, a timing opportunity.] I'd love to explore that properly in the proposal."
4
Qualify & Position
8 min
▾
Q12
How long do you envision working with a PR partner — a 90-day test to get started, a year-long strategic roadmap, or are you in a specific window like an M&A process?
Q13
What does the decision process look like on your side — is it yours to make, or do others need to weigh in?
Q14
In terms of budget — I typically work in the range of $2,500–$4,000 per month depending on the scope and market. Does that feel like a realistic range for where you are?
Position (60 sec): "Just so you understand how I work — I run a tight roster by design. It means you always get me, not an account manager. Strategy and execution, not one or the other. I'd love to put together something specific to what we've discussed today and walk you through it — does that feel worthwhile?"
5
Bridge to Proposal Call
5 min
▾
"Let me make sure I've got this right — you're [company type], you're at the stage where [growth context]. Your main focus is [their goal] and the challenge right now is [their pain in their words]. Does that feel accurate?"

Then build anticipation and BAMFAM:

"Based on everything you've shared, I want to go away and put together something tailored — a proper PR snapshot of your brand, a 90-day plan, and what success looks like for you specifically. Does next [day/week] work for 45 minutes? I'll need your website and any coverage you've had so far — I'll send a quick note with the details."
Proposal call date confirmed in calendar before call ends
Decision-maker confirmed for proposal call
Their website URL, any existing coverage, key SME names requested
Core problem, trigger, and success criteria captured in notes

Budget

Can they genuinely afford $2.5k–$4k/month? Do they already invest in marketing? US companies typically have higher budgets — price accordingly.

Red flags: "We'll find the money somehow." No prior marketing spend. Expecting agency scope at freelancer rates.

Authority

Is the CMO, VP Marketing, or CEO-founder in the conversation? You're almost always with the decision-maker — protect this. Confirm who else needs to be in the proposal call.

Red flags: "I'll run it by the team." Junior contact with no budget authority. Decision-maker deliberately kept out.

Need

Is brand trust genuinely strategic — not a nice-to-have? Look for a real growth context: raise, launch, expansion, M&A, market entry.

Red flags: "We just want to experiment." No urgency. No commercial reason for PR right now.

Timeline

Do they have a meaningful window? 90-day kick-off vs year-long roadmap vs M&A/launch timeline changes how you structure the proposal significantly.

Red flags: "Maybe in Q4." No trigger event. Timeline not connected to a real commercial driver.

Stage 4

Solution Build

Your proposals already land well — "this is exactly what I need" is consistent feedback. The upgrade is speed and format: a bespoke, interactive web page you screen-share instead of a Word doc you email. Each section below maps to your proposal structure.

The Pitch Builder prompt (Section 13) turns your discovery notes into a bespoke HTML pitch page in under 10 minutes. Use it after every discovery call. The page follows this same section order — it's your proposal, brought to life.

1
Opening Letter
~15 min
▾
A short, warm, personalised memo to the specific contacts. Reflect their goal back using their language from discovery. This is proof you listened.
Include
  • What prompted them to reach out / the referral context
  • Their stated goal in one sentence (their words, not yours)
  • Why now matters — the specific trigger event or growth moment
  • A brief forward look: "I've put together a plan that addresses X, Y, Z"
2
PR Snapshot of the Company
~30–45 min
▾
Your competitive intelligence section. Shows the prospect you've done the homework — and that there's a clear gap to fill.
Include
  • Their current positioning — how they describe themselves, clarity of messaging
  • Current review/analyst landscape (G2, Gartner Peer Insights, Capterra if applicable)
  • How they stack up vs category leaders in terms of visibility and thought leadership
  • Messaging audit: where it's strong, where it's unclear
  • Key proof points already in the public record (awards, recognitions, customer quotes)
3
Customer Stories & Social Proof
~20 min
▾
Note: use comparable peer companies, not direct competitors. The goal is to show their audience what success looks like in adjacent spaces.
  • 2–3 existing customer case studies with a NA/US presence (if applicable)
  • Frame each: company type → challenge → Flowgear's/client's role → result
  • Flag where additional US case studies would strengthen the narrative
4
Thought Leadership & Executive Presence
~20 min
▾
Identify who the SMEs are and what topics they can own. The more specific the topic territory, the easier the pitching.
  • Identify 1–3 exec SMEs (CEO, CTO, CMO or equivalent)
  • Short PR bio for each — current LinkedIn presence, past media experience
  • Topic territories each can own (e.g., CEO on industry trends, CTO on technical innovation)
  • Suggested byline and podcast angles per SME
5
Timely Story Drivers & Three-Prong Strategy
~30 min
▾
This is the creative heart of your proposal — the part clients read first and remember longest.
The Three-Prong Approach
  • Prong 1 — Thought Leadership: Addressing target audience challenges through expert content and commentary
  • Prong 2 — Regional / Market Coverage: US business, city, and regional media to build local presence
  • Prong 3 — Vertical / Category Press: Trade media in their highest-priority industry verticals
Story Drivers to Map
  • Product launches, version releases, or major feature announcements
  • Company news: new offices, hires, funding, awards, partnerships
  • Trend angles: where their expertise intersects with what press is covering right now
  • Industry events: where they're attending, speaking, or can provide expert commentary
  • AI / automation / vertical-specific topics that press are actively seeking commentary on
6
Media Targets & Earned Media Goals
~15 min
▾
  • Priority outlets by category (national business, tech trade, vertical trade, podcasts)
  • Format mix: interviews, contributed articles, written Q&As, news mentions
  • Why earned media beats paid in B2B: third-party credibility signal for buyers, investors, talent
  • How media hits should be repurposed: sales decks, social posts, email signatures, LinkedIn
7
Your PR Background & Sample Coverage
~10 min (template)
▾
Pull the 5–8 coverage samples most relevant to the prospect's industry. Don't show all hits — show the most relevant ones.
  • Short bio (3–4 sentences): 20+ years, B2B tech and services focus, solopreneur advantage = direct access
  • Client list: 8–12 relevant names across AI, cybersecurity, fintech, sustainability, manufacturing
  • Selected coverage samples: InfoWorld, TechCrunch, CNBC, Bloomberg, Forbes, WSJ — matched to their vertical
  • Industry-specific podcast, trade, and digital placements as supporting proof
8
90-Day Programme Scope
~20 min
▾
What's Included (Standard)
  • 2-week ramp-up: formal strategy session, 90-day plan, 30-day action steps, story calendar
  • Monthly strategy session (1 hour) + on-demand calls as needed (typically 30 min)
  • Development of story/content/news calendar: press releases, thought leader pitches, interview angles
  • Media relationship building across podcast, broadcast, print/digital
  • Content support: press releases, bylined articles, written Q&As (3–4 pieces per quarter)
  • Pre-interview briefing documents + media training for each SME
  • Formal media training at kick-off; repeat for new SMEs as needed
Pitch Builder

After your next discovery call, paste the transcript into the Pitch Builder prompt (Section 13). It generates a bespoke HTML pitch page — an interactive version of this proposal structure that you screen-share live on the proposal call. More compelling than a Word doc. Built in minutes, not hours.

Stage 5

Pitch Delivery

Your proposal call is where the work you've done in discovery pays off. Walk them through the proposal sections in order. Lead with their problems, not your credentials. Price comes after value — every time.

"This is not a presentation. It's a guided decision conversation. Your job is to reflect their world back to them so accurately that they say 'yes, that's exactly it' — and then show them the path out."

0:00
Frame
5 min
0:05
Problem Playback
10 min
0:15
PR Snapshot
10 min
0:25
90-Day Plan
15 min
0:40
Budget + Close
10 min
Investment

90-Day Programme Pricing

All programmes are 90-day commitments with monthly milestones. KPIs scale with budget and market scope.

International
$2,500
per month · $7,500 quarterly
2–3 contributed articles or written Q&As
2–3 interviews or news mentions
Adjusted KPIs for international market scope and budgets
Full programme scope (media relations, strategy, content)
US Standard
$3,000–3,500
per month · $9k–10.5k quarterly
3–4 contributed articles or written Q&As
3–4 interviews, podcasts, or news mentions
Adjusted for larger US media market and audience scope
Full programme scope + US-specific media relationship building
US Full-Scope
$4,000
per month · $12,000 quarterly
4+ contributed articles, Q&As, or press releases
4+ earned media placements across formats
Multiple SMEs, broader vertical scope, analyst outreach
Full programme scope + priority availability and depth
"Before I give you a number — a full-service agency in the US would typically charge $10,000–$15,000 per month for comparable scope. My model is different: you get direct access to the person doing the work, not an account team. For [their scope], I'd be at [tier] per month. That's a 90-day programme, with monthly milestones, and you can stop at any time — no lock-in."

DO

  • Open by reflecting their problem back to them
  • Let them confirm: "Have I captured this right?"
  • Lead with outcomes before mechanics
  • Introduce price after value is established
  • End with a specific next step
  • Be the calmest person on the call

DON'T

  • Open with your bio or history
  • Feature-dump your deliverables list
  • Apologise for the price or say "only" or "just"
  • Leave the call without a named next step
  • Send more content after they've shown interest — ask for the call
  • Over-explain methodology before solving the problem
Stage 6

Close & Handover

Your current close is elegant and low-pressure — which fits your brand. The upgrade is adding a clear, confident next step after every proposal call. "Come back when you're ready" leaves money on the table. "Let's put a date in" keeps momentum alive.

The Close Upgrade: From 7 → 9

After walking through the proposal, the goal is a clear decision or a named date — not an open-ended "whenever you're ready." You can stay low-pressure and still be specific. These three scenarios cover almost every close situation you'll face.

Scenario 1: They're enthusiastic and ready
▾
"That's great to hear. I have availability to start [month]. Shall I send over the acceptance details and we can book a kick-off in the next week or so?"
Scenario 2: They need to discuss with their team
▾
"Totally understandable. Let's do this — let's schedule a quick 30-minute follow-up where I can answer their questions directly. It saves you having to relay everything. Does next Tuesday work?"
Scenario 3: They need more time
▾
"No problem at all. Shall we put a check-in in the diary for [specific date] — even just 15 minutes? That way you've got space to think, and I've got time protected if you want to move forward."
Scenario 4: Budget is the concern
▾
"I understand budget timing can be a factor. What I can offer is flexibility on start date — if Q2 works better for budget cycle, we can plan for that now. I'd rather start when you're fully committed than rush a start that creates stress."

Work Agreements — What Every Client Confirms

Cancel anytime — services can be stopped without advance notice if needed. A 10-day courtesy "stop work" request is suggested but not required.
KPIs and timing — PR takes 1–2 months to gain momentum. Opportunities secured during the 90-day period may publish several weeks after the window closes. KPIs reflect what's secured, not just what's published.
Fractional billing — if cancellation occurs before a full 30-day milestone, billing is fractional based on days elapsed.
Invoicing — sent on the 1st of each 30-day cycle for prior work. Due within 15 days. Late payment pauses delivery.
Extra expenses — only incurred with prior written approval (e.g. PR Newswire distribution ~$360 for national pickup). Always pre-approved, never a surprise.
Acceptance — client replies to the proposal email confirming agreement. No formal contract required. Simple and clean.
Interactive Tools

Cheat Sheets & Prompt Tools

Use these before and during every prospect conversation. Print them, fill them in on screen, or export to PDF. The Pitch Builder turns your discovery notes into a bespoke proposal page in minutes.

Discovery Cheat Sheet

Pre-call prep, all 5 phases with questions and timing, BANT qualification grid, notes fields, and BAMFAM close. Fillable and printable.

Open Cheat Sheet →

Pitch Call Cheat Sheet

Proposal call agenda, pricing talk tracks, objection responses, close prompts, and post-call debrief scoring. Fillable and printable.

Open Cheat Sheet →
Tools

Pitch Builder

After every discovery call, paste the transcript into this prompt. In minutes, you get a bespoke HTML pitch page tailored to that specific prospect — their problems, their language, your solution mapped to their exact situation. Screen-share it on the proposal call instead of emailing a Word doc.

Step 1

After Discovery Call

Save the call transcript (Fathom, Otter, or your notes).

Step 2

Open the Prompt

Copy the prompt below and paste it into ChatGPT, Claude, or Cursor.

Step 3

Add Your Inputs

Replace the three placeholders: transcript, your notes, and your service description.

Step 4

Save & Review

Save as pitch-[prospect-name].html. Review before presenting — adjust any language.

Step 5

Screen-Share Live

Open in Chrome. Walk through it section by section on the proposal call.

PR Pitch Page Builder Prompt

See pitch-builder-prompt.txt for the full prompt. To use: open pitch-builder-prompt.txt, copy everything between ---START PROMPT--- and ---END PROMPT---, paste into ChatGPT / Claude / Cursor, and replace the three placeholders: [DISCOVERY_TRANSCRIPT] — full transcript or notes from your discovery call [SELLER_NOTES] — your strategic observations about the prospect and their needs [PRODUCT_SERVICE_DESCRIPTION] — your standard PR programme description (copy from your proposal template) [PROSPECT_COMPANY] — their company name [SELLER_COMPANY] — Kathy Cabrera PR, Inc. The output is a single HTML file. Save it and open in Chrome. The six sections map directly to your proposal structure: 1. Problem Playback → their PR visibility gaps and messaging issues (in their words) 2. Impact & Urgency → cost of brand invisibility and competitive disadvantage 3. Tailored Solution → your three-prong approach + 90-day calendar for their specific verticals 4. Value → Price → KPI package at their budget tier vs agency rates ($10–15k/month) 5. Proof → your most relevant media hits matched to their industry 6. Next Steps → acceptance path → kick-off booking → first 30 days
Training

Role Practice Drills

Run these when the process feels rusty, before a high-stakes call, or quarterly as a tune-up. Pick the stage that feels shakiest and spend 20 minutes there.

1
Lead In & LinkedIn
▾
The Go-Giver Opening: Write 5 LinkedIn first-touch messages for companies in your target verticals (sustainability, AI, fintech). No pitch. Lead with value, context, or curiosity. Read them back and ask: would you reply to this?
Bite → Book in 30 Seconds: Someone replies "yes, that's exactly what I do." Practice your response out loud. It should be under 3 sentences. End with a calendar link. Repeat until it feels natural, not pushy.
Content Calendar Sprint: Map 4 LinkedIn posts for next month. One industry observation, one client result (anonymised), one PR tip, one personal story. Done in 30 minutes using Cursor or ChatGPT from your existing articles.
2
Discovery Questions
▾
Vitamin vs Painkiller: Practice the full response arc — once they've answered whether PR is a vitamin or painkiller, what do you say? Drill the follow-up depending on each answer. If vitamin: "What would change that?" If painkiller: "What's the specific trigger?"
One Observation: After a simulated discovery call, write one sharp observation — a specific gap, angle, or timing opportunity. It should be specific to what they told you, not generic. No solutions. One insight that creates anticipation for the proposal call.
60-Second Recap: After any conversation, summarise the prospect's problem, trigger, and success criteria in under 60 seconds. Read it back to them at the close of discovery: "Let me make sure I've got this right…"
3
Proposal Call
▾
Walk-Through Sprint: Set a timer for 45 minutes. Walk through a real or practice proposal start to finish. Note which sections take too long. The goal: clean, conversational, never rushed, never over-explained.
Pricing Calm: Practice introducing your pricing range out loud: "For [scope], I'd be at [tier] per month — that's a 90-day programme." Say it once. Calmly. Then stop talking. Don't add "is that okay?" Don't qualify. Just pause and let them respond.
Problem Playback Accuracy: Write 3-5 bullet points summarising a prospect's problems in their language before building the proposal. Ask: would they read this and say "yes, exactly"? If not, revise until they would.
4
Close Conversations
▾
The Named Date: After any proposal walk-through, practice ending with a named next step. Not "let me know when you're ready." Three scenarios: enthusiastic, needs team, needs time. One response per scenario. All end with a date.
Objection Gauntlet: Have someone fire these 4 objections at you back-to-back, 30 seconds each: "Too expensive," "Not the right time," "Need to discuss with team," "Not sure it will work." Acknowledge, ask a question, suggest a path. Stay calm throughout.
Silence Discipline: After asking the close question, count to 5 in your head. Don't fill the silence. The first person who speaks loses the negotiation. Practise this until the silence feels comfortable, not threatening.
5
Pipeline & Follow-Up
▾
No "Checking In": Write a follow-up email without using "checking in" or "following up." Add value: a relevant article, a media angle for their industry, a coverage sample. Something that makes them think "she's already working for me."
Win/Loss Post-Mortem: After a closed deal (won or lost), trace back through the playbook stages. Where did things accelerate? Where did momentum stall? What was the key moment? Log it and update your approach.
What's Next

Roadmap & Priorities

Focused improvements to move from 70–80% capacity to 90–100%, with a steady, predictable pipeline that doesn't collapse when you're busy with client work.

Priority Improvement What It Solves Owner
High LinkedIn Bite → Book protocol — implement immediately on next warm engagement Converts warm LinkedIn conversations to discovery calls instead of content exchanges Kathy
High Pitch Builder prompt — use on the next proposal after your next discovery call Transforms proposal build from 2–3 hours of Word formatting to a 20-min interactive page Kathy + GE
High Close upgrade — named next step after every proposal call, not open-ended Moves close rate from 50% toward 70% by keeping momentum alive post-proposal Kathy
High Pipeline system — dedicated prospecting block (Mon–Fri), not "Saturday panic" Prevents the feast-or-famine cycle when you're deep in client delivery Kathy + GE
Medium Newsletter — monthly, built from your existing LinkedIn articles and industry commentary Keeps warm prospects in your ecosystem when the timing isn't right for a call Kathy + GE
Medium Lead lists — sustainability/climate and AI/cybersecurity verticals, LinkedIn-scraped Gives you a targeted outbound list for structured outreach in priority verticals GE
Low LinkedIn Premium → Sales Navigator — check current plan, upgrade if warrant Enables more targeted prospecting and account tracking in priority verticals Kathy

Next Review: July 2026

Revisit this playbook quarterly. Update stage scores based on what you've observed. Add new objection responses as they come up. The goal is continuous improvement — not perfection on day one. If three stages have moved to 9 or 10 by July, the playbook is working.