Introduction

Most salespeople lose deals before the demo.

Not because:

• The product is weak
• The price is high
• The competition is better

But because:

They talk about the wrong things, in the wrong order, using the wrong language.

This module will teach you:

• How to structure TFAM conversations
• How to move from features to business value
• How to control the sales narrative
• How to make the customer say:
  “This makes sense.”

You will learn how to speak, not what to memorize.