Identify

Identify the ideal accounts to work, the key events driving your fastest and largest opportunities, as well as the types of champions you want to build.

Influence

Once in discussion, help your champion build the narrative internally by mapping pain->problem->people impacted->priority to solve, as well as current state vs future state.

 

Implement

Speed the deal up by de-risking success and ensuring a strong plan is in place to hit the ground running.

Iterate

Continue expanding with your client based on the growth model you both aligned on in the “Influence” stage. Iterate your own selling practices.

 
 

12 Week Programming - Change Based Selling

WEEK 0 – ONBOARDING

  • Complete CBS intake assessment

  • Sign coaching agreement

  • Identify 2–3 active or recent deals to work

  • Establish baseline beliefs about selling, change, and buyers

  • Set expectations for the 12-week arc

SESSION 1 (WEEK 1) – SALES = CHANGE (FOUNDATIONS)

  • Reframe selling as guiding change, not pitching products

  • Identify micro vs macro change in deals

  • Establish “from → to” thinking

  • Select primary deal(s) to work through the program

  • Define what winning this coaching block looks like
    Assignments (Weeks 1–2): observe change signals in deals, write current → future state summaries

WEEK 2 – OBSERVATION & SIGNAL GATHERING

  • Track buyer language for change readiness

  • Identify emotional vs rational resistance

  • Note where momentum exists or stalls

SESSION 2 (WEEK 3) – IDENTIFY (PROBLEM + PRIORITY)

  • Deep P4 work: Pain, Problem, People, Priority

  • Distinguish symptoms from root problems

  • Identify compelling events (explicit and implicit)

  • Assess whether the problem is truly a priority

  • Validate problem clarity from the buyer’s perspective
    Assignments (Weeks 3–4): refine P4 per deal, map stakeholders, test problem statements

WEEK 4 – PROBLEM REFINEMENT

  • Adjust problem framing based on buyer feedback

  • Remove weak or assumed priorities

  • Confirm who actually feels the pain

SESSION 3 (WEEK 5) – CHANGE READINESS (COM-B)

  • Assess Capability, Opportunity, Motivation for change

  • Identify gaps preventing movement

  • Evaluate political and organizational constraints

  • Determine if the buyer can drive change internally

  • Decide whether to advance, reshape, or disengage
    Assignments (Weeks 5–6): test COM-B assumptions, adjust messaging, identify leverage points

WEEK 6 – MOMENTUM & FRICTION ANALYSIS

  • Understand criterion velocity

  • Identify where friction is informational vs emotional

  • Track shifts in buyer posture

  • Observe internal alignment or misalignment

SESSION 4 (WEEK 7) – INFLUENCE (INTERNAL NARRATIVE)

  • Map stakeholders and decision dynamics

  • Clarify economic buyer vs champion vs blockers

  • Shape the internal story the buyer must tell

  • Align messaging to different personas

  • Begin Change Map development
    Assignments (Weeks 7–8): refine internal narrative, build consensus tools, update Change Maps

WEEK 8 – CONSENSUS CHECK

  • Identify weak links in stakeholder alignment

  • Test internal narrative durability

  • Adjust for resistance or political pushback

SESSION 5 (WEEK 9) – IMPLEMENT (MANAGING FRICTION)

  • Prepare for legal, security, procurement, and finance friction

  • Frame risk of inaction vs risk of change

  • Develop internal-ready business case language

  • Identify first irreversible step toward change

  • Plan for execution barriers before they appear
    Assignments (Weeks 9–10): rehearse business case, prep champion, refine implementation steps

WEEK 10 – EXECUTION SIGNALS

  • Monitor deal velocity and confidence

  • Identify stalling patterns early

  • Adjust influence strategy as needed

SESSION 6 (WEEK 11) – ITERATE (EXPANSION + REPEATABILITY)

  • Conduct deal post-mortems (won, lost, or stalled)

  • Identify repeatable patterns and leverage

  • Plan next change or expansion opportunities

  • Build personal CBS playbook from learnings

  • Define next 90-day selling focus
    Assignments (Weeks 11–12): document insights, finalize playbook, commit to new selling behaviors

WEEK 12 – COMPLETION

  • End-of-program reflection

  • What changed in how you sell?

  • What signals you now notice that you didn’t before?

  • What beliefs about selling were updated?