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PILLAR THREE: SALES

Get hired as the guide. Set the price.

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Three Steps

Step 1

Magnetic
Offers

Architect your signature offer. Make it clear, compelling, and sellable.
Step 2

Authentic
Sales

Build your sales playbook. Gain confidence. Close without losing yourself.
Step 3

Consulting Workshops

Turn sales into workshops and consulting to qualify for bigger budgets.

Sales is where the positioning either holds or collapses.

You can be positioned as a strategist and still sell like an executor — quote the hours, send the deck, wait. This pillar rebuilds what you sell and how you sell it, so the first conversation sets the budget instead of the last one.

What it is

Offer design and a sales playbook. We restructure what you sell so advisory and experimentation sit alongside execution — and are priced separately. Then we build the conversation that sells it: the questions, the sequence, the moment you name the number. You leave with a tiered offer, a pricing logic, and a script you'll actually use.

Why it's needed

Creatives who reposition and keep selling the same thing get seen through immediately. Restructuring what you sell is where the budgets live. Most firms charge most for the making. Boutique firms charge most for the thinking.

How to get started

A short call. Positioning first, always.

Who it's for

Firms and independents who are getting the conversations but losing them on scope and price.

When the time is right

There are many symptoms that might signal the need for Sales, including:

Sales funnel overly reliant on outbound
Always building customised offers for clients
Every proposal turns into a negotiation
Scoping to win, losing on margin
Never saying a number out loud before the proposal
Always and always competing on price

What to expect

1. Paperwork

Agreement, NDA, materials list, invoice.

2. Materials

Last ten proposals, won and lost, with what you charged and what it cost you. A survey to all principals.

3. Service Offer Design

[Two] sessions.

4. Authentic Sales

[Two] sessions, then the playbook run on [three] live conversations, debriefed.

5. Consulting Workshops

[One] session to design your paid first engagement.

6. Implementation

[Two] months of support while the new offers go into market.

Deliverables

Your offers, in a buying sequence.
Tiered, priced, with on-ramps and off-ramps.

‍Scripts for the four talks.
Qualifying, pitch, objection handling, closing.

‍Your consulting workshop.
Designed, priced, and ready to sell as the first engagement.

‍The theory, before each module.
A PDF on how I think about offer design and selling, and how to apply it to your firm.

‍Recorded sessions.
Every call recorded, transcript delivered.

Logistical matters,
for your perusal

Location

Remote or in person workshops

Duration

Eight weeks. (Or two days)

Scheduling

Two to three weeks out.

Participation

The principal and whoever sells, [eight to ten] hours.

Qualification

Positioning in place. Active pipeline — at least [two] live conversations during the engagement.

Cost

€6,000

Payment Terms

Prepaid, non-refundable. Travel costs excluded. VAT excluded. Bank transfer or card.

Pfann GmbH, Schwärzenbach 6, 83703 Gmund am Tegernsee, Germany
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