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Sales Knowledge

Updated: 2026-06-05

Durable sales patterns for the company. Written for AI retrieval.

Sales Owns Offense and Defense

In v1, Sales owns both direct selling and marketing.

  • Offense: outbound, follow-up, qualification, proposal movement, and closing.
  • Defense: positioning, proof, objections, website/deck copy, case studies, and relationship maintenance.

Use Sales Offense and Defense for the detailed model.

Lead Stages

Stage Meaning Next action
identified Know the prospect exists; no contact yet Research them, draft outreach
contacted Outreach sent; no response yet Follow up after 5 business days
engaged Two-way conversation started Qualify: budget, timeline, decision-maker
qualified Confirmed fit: budget + problem + authority Send proposal or scope
proposal Proposal sent; awaiting decision Follow up, answer questions
won Deal closed Hand off to delivery team
lost Declined or no response after 3 follow-ups Log reason; revisit in 90 days if relevant
on-hold Interested but not ready Set a revival date

Outreach Principles

  • Lead with the client's problem, not the company's capabilities.
  • Use one clear ask per email: meeting, call, review, or reply.
  • Follow up twice after initial contact before marking lost.
  • Personalize with something specific about the prospect's business.
  • Keep reusable objections, FAQ answers, and proof assets as defense material.

Service Offerings

  • Small web apps and tools: fixed scope, fixed price
  • Simple games: mobile or web
  • Websites and landing pages
  • Consulting engagements: research, strategy, deck delivery

Refine the first 2-3 sellable packages in Launch Kit v0 before soft launch.

Pricing Guidance

  • Web apps/tools: scope-based, quote per project.
  • Consulting: day-rate or project-based depending on engagement type.
  • Do not publish rates publicly; qualify first.
  • Define a minimum acceptable project size before first sale in Startup Readiness.

Required sales: Output

Sales agent output should state whether the task is:

  • Offense: pipeline, outreach, follow-up, qualification, proposal movement
  • Defense: proof asset, positioning, objection handling, FAQ, website/deck copy, case-study draft

Agents draft only. Humans send external messages.

Proof Assets

Use Case Study Template after every internal or client delivery that can support sales. The first proof asset should be the internal Launch Kit v0 case study.