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Phase 3 Sales Materials - COMPLETE ✅ ​

Completion Date: November 2025 Status: Ready for Sales Team Use

What's Included in Phase 3 ​

Phase 3 delivers advanced sales techniques, competitive depth, and customer success materials to enable sophisticated selling, competitive wins, and long-term customer retention/expansion.

Phase 3 Materials Summary ​

1. Objection Handling Guide ​

Location: objection-handling/OBJECTION_HANDLING_GUIDE.md

What it includes:

  • 25+ common objections categorized by type
  • Response framework: Listen → Acknowledge → Clarify → Respond → Confirm
  • Evidence-based responses with proof points
  • Objection types covered:
    • Pricing objections (7)
    • Product/feature objections (6)
    • Implementation objections (3)
    • Timing objections (3)
    • Authority/decision-making objections (2)
    • Competitive objections (2)
    • ROI/value objections (3)
    • Technical objections (3)
    • Cultural/change objections (2)
    • Urgency/priority objections (2)

Use for: Sales training, call preparation, handling resistance

Example Objections Covered:

  • "It's too expensive"
  • "We don't need gamification"
  • "Our employees won't respond to this"
  • "We already have [COMPETITOR]"
  • "This seems too complex to set up"
  • "We tried gamification before and it failed"

2. Negotiation Playbook ​

Location: negotiation/NEGOTIATION_PLAYBOOK.md

What it includes:

  • Negotiation philosophy: Negotiate on value, not price
  • Discount authority matrix (0-10% AE, 11-20% Manager, 21-30% VP, 31%+ CEO)
  • When to discount (and when NOT to)
  • Common negotiation tactics and counters
  • Value-add concessions (non-discount alternatives)
  • Mutual concession framework (never give without getting)
  • Negotiation scripts and closing techniques
  • Red lines (non-negotiables)
  • Post-negotiation actions

Use for: Deal negotiations, pricing discussions, closing

Key Sections:

  • Discount authority matrix
  • Common tactics: "We need a discount," "Your competitor is cheaper," "Can you throw in [SERVICE]?"
  • Value-add alternatives: Extended pilot, priority support, early access
  • Closing techniques: Assumptive, summary, alternative choice, urgency

3. LinkedIn Outreach Playbook ​

Location: linkedin/LINKEDIN_OUTREACH_PLAYBOOK.md

What it includes:

  • LinkedIn strategy overview
  • Profile optimization (photo, headline, about section, featured content)
  • Connection request templates (5 variations)
  • Post-connection nurture sequence (Day 1, 3-5, 7-10, 14)
  • Content posting strategy (3-5x per week)
  • Content types & templates:
    • Stat/research posts
    • Customer success stories
    • Thought leadership / hot takes
    • "How To" educational posts
    • Poll posts
  • Engagement tactics (commenting, reacting)
  • InMail templates
  • Metrics to track
  • Best practices and automation guidelines

Use for: Social selling, lead generation, relationship building

Key Templates:

  • 5 connection request templates (shared interest, mutual connection, industry peer, event follow-up, no-note)
  • 5 content post templates
  • 2 InMail templates
  • Weekly posting schedule

4. QBR Template (Quarterly Business Review) ​

Location: qbr/QBR_TEMPLATE.md

What it includes:

  • 60-minute meeting agenda structure
  • Executive summary with quarter highlights
  • Usage & engagement metrics (DAU, WAU, MAU, feature utilization)
  • Business outcomes & ROI calculation
  • Customer feedback (what's working, pain points)
  • Product roadmap & upcoming features
  • Recommended expansions (users, features, use cases)
  • Action items & next quarter goals
  • Appendices (detailed data, testimonials, support summary)

Use for: Customer success reviews, account management, renewal/expansion conversations

Key Sections:

  • Top 3 wins of the quarter
  • Usage metrics with benchmarking
  • ROI calculation (turnover reduction, training efficiency, productivity)
  • Expansion opportunities (add users, upgrade tier, new use cases)

5. Expansion Playbook (Land and Expand) ​

Location: expansion/EXPANSION_PLAYBOOK.md

What it includes:

  • Expansion philosophy and land-and-expand model
  • Success triggers: when to propose expansion (quantitative + qualitative signals)
  • Warning signs: when NOT to expand
  • Expansion conversation framework (5 steps)
  • Expansion plays:
    1. Horizontal expansion (add departments)
    2. Vertical expansion (upgrade tier)
    3. Use case expansion (new workflows)
    4. Integration expansion (connect more systems)
    5. Service expansion (training, consulting)
  • Expansion proposal templates (3 templates)
  • Expansion pricing strategy
  • Metrics to track (NRR, expansion ARR, time to expansion)
  • Expansion objections and responses
  • 30-60-90 day expansion motion

Use for: Account growth, upselling, cross-selling, increasing ARR

Target: 120-150% Net Revenue Retention (NRR)

Key Frameworks:

  • Success triggers (when to expand)
  • 5 expansion plays with pricing
  • Expansion proposal templates
  • Expansion objection handling

6. Additional Industry Demo Scripts (3 Complete) ​

Location: ../phase-2/industry-demos/

We completed the remaining industry demo scripts in Phase 3:

A. IT Service Desk Demo Script ​

File: IT_SERVICE_DESK_DEMO_SCRIPT.md

What it includes:

  • 30-minute demo flow for IT service desk use case
  • Support agent experience (ticket resolution, knowledge sharing)
  • Leaderboards & team challenges
  • Manager analytics (MTTR, SLA compliance, engagement)
  • ServiceNow/Jira integration
  • ROI & results (35% faster resolution, 50% lower turnover)

Use for: IT Director, Service Desk Manager demos

B. Agile Development Demo Script ​

File: AGILE_DEVELOPMENT_DEMO_SCRIPT.md

What it includes:

  • 30-minute demo flow for engineering teams
  • Developer experience (story completion, code reviews, learning)
  • Sprint gamification (team challenges, velocity tracking)
  • Code quality & collaboration metrics
  • Engineering manager view (team health, DORA metrics)
  • Jira + GitHub integration

Use for: Engineering VP, Dev Manager, CTO demos

C. Sales Organization Demo Script ​

File: SALES_DEMO_SCRIPT.md

What it includes:

  • 30-minute demo flow for sales teams
  • SDR/BDR experience (activity tracking, meeting goals)
  • Account Executive experience (deal progression, win celebrations)
  • Sales manager view (quota attainment, coaching insights)
  • Salesforce integration and rules engine
  • ROI & results (21% quota lift, 50% faster ramp)

Use for: VP Sales, Sales Manager, CRO demos

7. Additional Competitive Battlecards (3 Complete) ​

Location: ../phase-2/competitive/

We completed the remaining competitive battlecards in Phase 3:

A. Centrical Battlecard ​

File: BATTLECARD_CENTRICAL.md

Competitor Type: Gamification platform (direct competitor)

Key Differentiators:

  • Privacy-first vs. surveillance-heavy
  • Comprehensive platform vs. point solution
  • AI-powered content vs. manual setup
  • Transparent pricing vs. opaque enterprise pricing
  • SMB-friendly vs. enterprise-only

When We Win: Privacy concerns, faster time-to-value, transparent pricing, comprehensive platform

When We Lose: Pure contact center play, budget constraints, incumbent advantage

B. Lattice Battlecard ​

File: BATTLECARD_LATTICE.md

Competitor Type: Performance management platform

Key Differentiators:

  • Daily engagement vs. annual reviews
  • Gamification vs. administrative tools
  • Behavioral science vs. survey-driven
  • Comprehensive platform vs. HR-only
  • Privacy-first vs. review anxiety

Co-Existence Strategy: Position as complementary (Lattice for reviews, PulsePlus for daily engagement)

When We Win: Daily engagement need, cross-functional use cases, positive culture focus

When We Lose: Performance review depth is priority, compensation management critical

C. Culture Amp Battlecard ​

File: BATTLECARD_CULTURE_AMP.md

Competitor Type: Engagement survey platform (category leader)

Key Differentiators:

  • Action vs. measurement (we improve engagement, they measure it)
  • Daily engagement vs. quarterly surveys
  • Behavioral science vs. survey science
  • Cross-functional platform vs. HR-only tool
  • Positive reinforcement vs. problem-focused

Co-Existence Strategy: Position as complementary (Culture Amp for surveys/benchmarking, PulsePlus for improvement)

When We Win: Survey fatigue, action-oriented customers, cross-functional needs, cost-effectiveness

When We Lose: DEI analytics priority, benchmarking requirement, HR-only initiative

How to Use Phase 3 Materials ​

For Advanced Selling Techniques ​

Objection Handling:

  1. Review common objections for your prospect's industry/persona
  2. Practice responses before calls
  3. Have proof points ready (case studies, stats from guide)
  4. Use the Listen → Acknowledge → Clarify → Respond → Confirm framework

Negotiation:

  1. Know your discount authority before calls
  2. Prepare value-add concessions instead of discounts
  3. Use mutual concession framework (never give without getting)
  4. Follow negotiation scripts for common scenarios
  5. Know your red lines (non-negotiables)

LinkedIn Social Selling:

  1. Optimize your profile using guidelines
  2. Send 20-30 connection requests per week
  3. Post 3-5x per week (use content templates)
  4. Follow post-connection nurture sequence
  5. Track metrics (acceptance rate, response rate, meetings booked)

For Customer Success & Expansion ​

Quarterly Business Reviews (QBRs):

  1. Run QBRs 90 days after go-live, then quarterly
  2. Prepare metrics: DAU, WAU, engagement score, ROI
  3. Highlight wins and business outcomes
  4. Present roadmap and expansion opportunities
  5. Set goals for next quarter

Expansion:

  1. Identify expansion-ready accounts (70%+ DAU, 90+ days live, measurable outcomes)
  2. Use success triggers to determine timing
  3. Choose expansion play (horizontal, vertical, use case, integration, services)
  4. Use proposal templates (user expansion, feature upgrade, use case expansion)
  5. Track NRR and expansion metrics

For Competitive Deals ​

When Competing Against Centrical:

  1. Emphasize privacy-first approach vs. surveillance
  2. Demo AI content generation (differentiate immediately)
  3. Show transparent pricing vs. opaque enterprise pricing
  4. Position comprehensive platform vs. narrow contact center focus

When Competing Against Lattice:

  1. Position as complementary (both can coexist)
  2. Focus on daily engagement vs. periodic reviews
  3. Show cross-functional use cases (Sales, IT, Engineering)
  4. Emphasize positive reinforcement vs. review anxiety

When Competing Against Culture Amp:

  1. Position as complementary (measure + improve)
  2. Acknowledge survey strengths, focus on action gap
  3. Show daily engagement vs. quarterly surveys
  4. Demonstrate behavioral outcomes (not just survey scores)

Phase 3 Metrics to Track ​

Advanced Techniques ​

Objection Handling:

  • Most common objections by stage (discovery, demo, proposal, closing)
  • Objection resolution rate
  • Time to handle objections (faster = better prepared)

Negotiation:

  • Average discount given (target: <15%)
  • % of deals closed at list price
  • Value-add concessions used vs. discounts
  • Deal margin by rep

LinkedIn:

  • Connection acceptance rate (target: 40%+)
  • Message response rate (target: 30%+)
  • Meetings booked from LinkedIn (target: 5-10/month)
  • SQLs generated from social selling

Customer Success ​

QBRs:

  • % of customers receiving QBRs (target: 100% of customers 90+ days live)
  • Expansion proposals from QBRs (target: 30%+)
  • Customer satisfaction after QBR (survey)

Expansion:

  • % of customers who expand within 12 months (target: 60%+)
  • Net Revenue Retention (NRR) - target: 120-150%
  • Average expansion deal size (target: 50-100% of land deal)
  • Time to first expansion (target: 6-12 months)

Competitive ​

Battlecard Usage:

  • Win rate vs. each competitor
  • Average deal size in competitive deals
  • Sales cycle length in competitive deals
  • Effectiveness of talk tracks (survey reps)

Complete Sales Materials Library Status ​

Phase 1: Foundation (COMPLETE ✅) ​

  • Core Messaging Framework
  • Master Demo Script
  • Cold Outreach Sequences
  • Discovery Question Bank
  • Proposal Template
  • Sales Onboarding 30-60-90
  • Sales Deck Outline

Phase 2: Industry-Specific + Competitive (COMPLETE ✅) ​

  • 5 Industry One-Pagers
  • 5 Industry Demo Scripts (2 in Phase 2, 3 in Phase 3)
  • ROI Calculator Template
  • 5 Competitive Battlecards (2 in Phase 2, 3 in Phase 3)
  • POC Proposal Template
  • Technical Evaluation Guide
  • Case Study Template

Phase 3: Advanced Techniques (COMPLETE ✅) ​

  • Objection Handling Guide
  • Negotiation Playbook
  • LinkedIn Outreach Playbook
  • QBR Template
  • Expansion Playbook
  • 3 Additional Demo Scripts (IT, Agile, Sales)
  • 3 Additional Battlecards (Centrical, Lattice, Culture Amp)

Total Materials Delivered ​

Phase 1: 7 materials Phase 2: 13 materials Phase 3: 7 materials (+ 6 backfilled from Phase 2)

Grand Total: 27 production-ready sales materials

What's Next: Future Enhancements (Optional) ​

Potential Future Additions:

  1. Advanced email sequences (trigger-based, multi-touch nurture)
  2. Business case template (3-year TCO/ROI deep dive)
  3. Video library planning (feature videos, customer testimonials)
  4. Win/loss analysis program
  5. Sales coaching framework
  6. Territory planning guide
  7. Partner/channel enablement materials
  8. Customer advisory board playbook
  9. Executive briefing deck
  10. Conference/event booth materials

Questions or Feedback? ​

Contact: Sales Enablement Team Slack: #sales-enablement Review Cadence: Monthly based on usage and feedback

Phase 3 Status Summary ​

✅ Objection Handling Guide (25+ objections with responses) ✅ Negotiation Playbook (discount strategies, scripts, closing techniques) ✅ LinkedIn Outreach Playbook (profile optimization, templates, content strategy) ✅ QBR Template (60-min meeting structure, metrics, expansion opportunities) ✅ Expansion Playbook (land-and-expand, 5 plays, proposal templates) ✅ 3 Industry Demo Scripts (IT Service Desk, Agile Development, Sales) ✅ 3 Competitive Battlecards (Centrical, Lattice, Culture Amp)

Total Phase 3: 7 primary materials + 6 backfilled materials = 13 deliverables Status: ✅ COMPLETE and ready for deployment

Week 1-2: Training

  • Sales team reviews objection handling guide
  • Role-play common objections
  • Practice negotiation scenarios

Week 3-4: LinkedIn Launch

  • All reps optimize LinkedIn profiles
  • Start connection request campaigns
  • Begin posting content 3x/week

Week 5-6: Customer Success Enablement

  • CSMs trained on QBR template
  • Identify expansion-ready accounts
  • Schedule first QBRs

Week 7-8: Competitive Readiness

  • Study battlecards (Centrical, Lattice, Culture Amp)
  • Run competitive mock demos
  • Update CRM with competitor intelligence

Ongoing:

  • Monthly objection handling refresh
  • Quarterly battlecard updates
  • Weekly LinkedIn engagement
  • Quarterly QBRs with all customers

Phase 3 Owner: Sales Enablement Completion Date: November 2025 Next Review: Monthly (based on win/loss data and team feedback)

PulsePlus Sales Enablement Library

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