The sale lives in your head
You close deals, but cannot yet explain which decisions another person should repeat.
For B2B founders and sales leaders
When every important deal needs you, growth has a ceiling
Turn your sales judgment into a repeatable process that converts more and keeps working as you hire
I analyze your sales conversations to show where deals stall, improve conversion and turn your judgmentinto a process you can use yourself, teach to a first hire or coach across an existing team.
Sparring Partner
11 yrscarrying a quota, then running the teams that carried it
1,400+recorded sales calls reviewed line by line
50+founders and sales teams advised in the US and Europe
+27%median win-rate lift within 90 days of engagement
01 - Four common constraints
See what is costing you deals
More activity will not solve the problem until you know where performance breaks down.
Discovery changes from call to call
Important pain, decision criteria and risk remain unspoken, so promising deals lose momentum.
Follow-up gives buyers no reason to act
Good meetings go quiet because the next step is vague and the value of moving now is unclear.
Coaching relies on opinions
Calls are judged through results and anecdotes instead of shared behaviors and real examples.
My point of view
Before you add a script, tool or hire, understand what already makes your deals move
I start with your calls, meetings and follow-up. Together, we identify the behavior that helps or hurts conversion,decide what to change and turn what works into a process you can use, teach and improve.
02 - Choose your starting point
Three ways to fix the constraint
These are independent starting points, not required stages. We choose the format that matches the problem you need to solve first.
01Fixed-scope diagnostic
Conversation Audit
Best when you cannot see why calls or meetings stall. We review real conversations, find recurring patterns and define the first changes to test.
What the work produces
- Prioritized diagnosis
- Conversation scorecard
- Recurring patterns
- First changes to test
02Ongoing advisory
Advisory & Coaching
Best when you still lead sales yourself or need sharper decisions across the funnel. We improve your conversations, positioning, follow-up and coaching.
What the work produces
- Working sessions
- Deal and call reviews
- Role-play and feedback
- Funnel decisions
03Custom team engagement
Team Sales Systems
Best when what works must survive a hire or spread across a team. We turn field learning into onboarding, playbooks and coaching routines.
What the work produces
- Living playbook
- Onboarding structure
- Coaching scorecards
- Workshops and call library
03 - Client evidence
Three teams, three constraints, numbers they can point at
The constraint, the move and the result, with each client’s own words kept intact.
CASE 01
Brique House
One sales standard adopted
Team audit · Cold calls and sales meetings
19 in 17 days
conversions by day 17, against 12 in the whole previous month
18% → 29%
meetings converting to qualified opportunities
Starting point
An eight-person team ran 40 meetings a week with no shared standard. High volume created thin conversations, while coaching relied on anecdotes.
The work
A single call structure was adopted across the team, supported by a 45-minute weekly review of two recordings - scored, not debated.
Observed outcome
The internal team adopted the shared structure and made real conversations the basis for review and improvement.
“We doubled the number of ‘Brique Brothers’ converted in the first month after implementing the new cold-calling and demonstration scripts. We are now on track to reach commercial profitability.”
CASE 02
Entourage Recrutement
Founders made instinct repeatable
Founder-led sales
22% → 34%
win rate on qualified opportunities, over two quarters
61 → 43 days
average sales cycle
Starting point
Founder-led sales ran on instinct, so prospecting output swung three-fold from week to week and forecasting remained guesswork.
The work
One discovery frame they could run under pressure. Weekly deal reviews now use recordings, not recollection.
Observed outcome
The founders turned instinctive behaviors into a clearer structure they could repeat and improve together.
“Jim gave us techniques and language for things we had been doing instinctively rather than systematically. We now understand the structure and mechanics of sales much better. Personally, I feel far more comfortable on calls, and I often get answers I was not getting before.”
CASE 03
Ongoing engagementBrauman & K
A manager’sjudgment transfers
Head of Sales · Management system
5 mo → 9 wks
time for a new rep to hit full quota
6 hrs / week
of manager time given back by reducing ad-hoc coaching
Starting point
In a 14-rep inside sales team, the best manager had become the process. New reps took five months to reach quota, and only if he stayed close to them.
The work
His call judgment became a nine-point scorecard, then an onboarding library was built from his recordings so reps could learn his reasoning without him.
Observed outcome so far
The manager’s commercial reasoning is progressively becoming visible and usable across onboarding and team coaching.
04 - Who you get
I sold it, managed it and had to teach it
I spent more than ten years moving from BDR to Head of Sales before becoming a business owner. I now help founders and sales leaders improve the calls, deals and commercial systems they are responsible for today.
I do not start with a generic methodology. I start with the conversations your buyers are already having with you.
- 01BDR
- 02Account Executive
- 03Sales Manager
- 04Head of Sales
- 05Founder & Advisor
05 - How the work moves
From real conversations to better sales decisions
Call analysis is a tool, not the whole engagement. We go only as far across the funnel or team system as the diagnosis requires.
- 01
Listen
Review the calls, meetings and buyer language shaping revenue today.
- 02
Diagnose
Find the real constraint behind the visible symptom.
- 03
Decide
Choose what should change, what should stay and why.
- 04
Practice
Test the change in reviews, role-plays and live conversations.
- 05
Systemize
Document what works so it can be repeated and improved.
Good fit
A practical fit check
+A strong fit
- You have real sales conversations to analyze.
- You want to understand the constraint before choosing a solution.
- You are ready to share calls, test changes and stay involved.
−Probably not the right fit
- You want a magic script that removes the need to think.
- You want more activity, whatever the conversation quality.
- You cannot yet provide real conversations or field evidence.
Find where your sales process is breaking.
Bring a current sales challenge, call or deal. We will identify what deserves attention first.
If recordings are available, bring one won, one lost and one stalled conversation. Helpful, never required.
Find where your sales process is breakingCalendly · No qualification form