Relational Influence - Sales Lab

A structured program for sales professionals who want to guide buyers through indecision and coach themselves through the belief gaps that block execution.

The Problem

Your reps are putting in the work. The pipeline says so. The results don't.

The activity is real. Calls are being made, proposals are going out, follow-ups are happening. But somewhere between the discovery call and the decision, buyers go quiet. "We need more time." "We're still evaluating." "Things have shifted." And the deal sits there — neither alive nor dead — while the rep waits and hopes.

This isn't a product problem or an effort problem. It's a change problem. Buying is a form of change, and most people resist change even when they genuinely want what's on the other side of it. When a rep keeps pushing information at a buyer who is stuck in indecision, the pressure doesn't help. It builds resistance. The rep interprets the stall as a timing issue. The buyer interprets the follow-up as noise. And the deal dies quietly to "no decision."

There's a second dimension to this that most training programs miss entirely: your reps also have their own belief gaps. The rep who avoids certain prospect types. The one who gives up too early in high-stakes deals. The one who knows what to do but can't seem to do it consistently. Those patterns don't live in their skill set. They live in their belief system — and no amount of product training touches them.

The Sales Lab addresses both. Reps learn to diagnose where their own execution breaks down and address it at the root. And they learn to recognize where a buyer is stuck and guide them across the gap — not through pressure, but through the kind of trust and clarity that makes buying feel like the obvious next step.

20–30%

Close rate of average performers on qualified pipeline

50–60%

Close rate of top performers on the same pipeline

~60%

Of lost deals go to "no decision" — not a competitor

That gap between 25% and 54% close rates isn't just a statistic; it's recoverable revenue sitting in your current pipeline. See what it adds up to on your team.

Run the Numbers

This Program Is For You If

These patterns are showing up in your pipeline.

Win rate hasn't moved despite more activity, more training, or a bigger pipeline
Reps know the product cold but still lose deals to "not now" more than to competitors
Your team over-presents and under-asks — more comfortable talking than uncovering
Deals that look solid go cold with no identifiable reason why
Reps treat every objection the same way regardless of what's actually behind it
Some reps are inconsistent in ways that don't correlate to skill — the issue is somewhere else
You want a team that guides buyers through change rather than chasing them across the finish line

Two Ways to Engage

Same frameworks. Same outcomes. Structured for the size and readiness of your sales team.

For Established Teams

Intensive Track

Joint Workshop + Implementation Lab

Designed for organizations with both sales leadership and a sales team of 6 or more. The program opens with a 1.5–2 day joint on-site workshop where leaders and reps install the Relational Influence framework together — creating a shared language from the start. The following 8 weeks are dedicated implementation: leaders learn to coach it, reps learn to execute it, and both bring live deals and live performance challenges to work through in real time.

1.5–2 day joint on-site workshop (leaders + reps together)
8 weekly Implementation Lab sessions (90 min each)
Private cohort — your team only
Live coaching on active deals and performance patterns
Full diagnostic and documentation tools included
Member site access throughout and beyond

Cohort Track

Virtual · 12-Week Open Cohort

Designed for sales professionals at smaller or growing organizations — including solo reps and small teams who need the same development without the overhead of a private engagement. You join a cohort of peers across different companies, working through the same 12-week curriculum together. Each week combines new framework content with live application and peer coaching. You learn from the curriculum and from the room.

12 weekly virtual sessions (90 min each)
Open cohort — peers across organizations
Learning and application integrated each week
Live deal coaching on active pipeline
Full diagnostic and documentation tools included
Member site access throughout and beyond

What You'll Work Through

Phase 1 · Week 1

The Dual Problem: Internal and External

Understand the performance math: average to high performer close rates and the recoverable revenue in between. Name the two belief problems: the rep's internal gaps in execution and the buyer's indecision on the other side of the conversation. Both must be addressed to move deals consistently.

Phase 2 · Week 2

Pain to Gain: The Buyer's Change Journey

Every change starts with pain and ends with gain. Buyers get stuck in the middle when the pain isn't urgent enough or the gain isn't clear enough. Learn to name both with precision — so the buyer sees the gap and feels the urgency to cross it.

Phase 3 · Weeks 3–5

How Belief Drives Both You and Your Buyer

Master the Integrated Human Operating System — how thought, emotion, and action create identity-level belief. Understand how belief is formed, why people resist change, and why trust is the prerequisite for both coaching yourself through gaps and guiding buyers through indecision.

Phase 4 · Week 6

Questions and Stories That Guide, Not Push

The language of sales that works isn't presentation. It's questions that surface what the buyer hasn't said and stories that make the invisible visible. Learn to ask better questions and tell stories that move people to action — in yourself and in your buyers.

Phase 5 · Weeks 7–11

The Traction Stack in Two Directions

Apply the five-layer diagnostic framework in two directions at once: inward (where is my own belief blocking execution?) and outward (where is the buyer stuck?). Learn to identify stuck points across identity, hope, faith, struggle, and action — and deploy the right intervention for each layer.

Phase 6 · Week 12

C4 to C6: High Performance as Default

Top performers don't maintain performance through willpower. They install rhythms and habits that make execution automatic. Apply the C4 growth engine (Content, Coaching, Community, Challenge) and add Clarity and Consistency to turn new behaviors into identity-level habits that don't require maintenance.

Every Session

Application + Live Deal Coaching

Each week pairs framework content with live application. Reps bring active deals, stalled conversations, and their own execution challenges. We work through them using the tools being built. Nothing stays theoretical.

Week 1

The Dual Problem

The performance math: average performers close 25%, top performers close 54%. The gap is recoverable revenue. But fixing it requires addressing two belief problems: the rep's internal gaps and the buyer's indecision. Both are required.

Week 2

Pain to Gain

Every change begins with pain (the current state problem) and ends with gain (the future state benefit). Buyers get stuck when the pain isn't urgent or the gain isn't clear. Name both with precision to create the urgency that moves them forward.

Week 3

The Integrated Human Operating System

How thought, emotion, and action work together to create identity-level belief. All consistent behavior — in you and in your buyer — follows belief. This is where you learn to work at that level in both directions.

Week 4

The Makeup of Belief

Why people see the world differently — and how identity and perspective are formed through environment, endowment, education, and experience. Introduction to the Traction Stack as the diagnostic framework for working with belief in yourself and in buyers.

Week 5

Trust: The Administrative Password

Trust isn't optional. It's the prerequisite for every coaching conversation with yourself and every sales conversation with a buyer. Build it across four pillars: character, connection, competency, and consistency.

Week 6

Questions and Stories That Work

Ask questions that generate new possibilities rather than defending existing positions. Tell stories that move people to action. Learn to read emotional feedback in real time — in yourself and in your buyer — so you know when you're reaching someone and when you're not.

Week 7

Traction Stack — Identity & Belief (In You and In Your Buyer)

The deepest layer: value, values, virtues, and self-worth. Recognize self-deception in yourself and indecision in your buyer as the barriers that keep both of you from seeing new possibilities. Apply DISC and Working Genius to coach what each person actually needs.

Week 8

Traction Stack — Hope & Vision (In You and In Your Buyer)

Use questions to surface where you are now, what's possible, and what a different future looks like. Set goals connected to belief — not just numbers — for yourself and for your buyer. Build the leading indicators that will hold the vision when resistance arrives.

Week 9

The C4 Growth Engine (In You and In Your Buyer)

The emotional journey of change becomes real the moment someone starts moving. Apply Content, Coaching, Community, and Challenge to sustain forward momentum across the gap of resistance — in yourself when you're avoiding a hard conversation, and in your buyer when the deal is at 70% and stalling.

Week 10

Traction Stack — Faith & Courageous Action (In You and In Your Buyer)

Faith is the intentional step forward when you can't yet see the destination. Structure your own rhythms to reinforce micro-commitments and document progress. Guide buyers through the same process — helping them take the next step even when the full path isn't visible yet.

Week 11

Traction Stack — The Role of Struggle (In You and In Your Buyer)

No performance breakthrough happens without resistance. Learn to coach yourself through obstacles rather than around them — and why the struggle itself, handled well, builds identity-level confidence. Guide buyers through the same process instead of avoiding their objections.

Week 12

C4 to C6 — High Performance as Default

Execution doesn't end when performance improves. Add Clarity and Consistency to the growth engine to prevent regression, establish ongoing rhythms, and build habits that keep producing results without requiring willpower or constant reinforcement from above.

What Changes

Reps who come out the other side

Close internal gaps first

Diagnose where your own belief is blocking execution — the deals you avoid, the conversations you delay, the patterns you can't explain — and address them at the root before they cost you another quarter.

Diagnose deals accurately

Identify exactly where a buyer is stuck — belief, identity, vision, trust, or execution — and address the right layer rather than the visible symptom or objection.

Build trust that earns commitment

Create the kind of trust that makes buyers want to move forward with you — not because you pushed harder, but because they believe you understand what they're facing and can guide them through it.

Turn "no decision" into movement

Guide buyers across the indecision gap instead of waiting for them to figure it out. Stop losing deals to silence and start closing the ones that should have closed months ago.

What's Included in Both Tracks

✓ Pre-engagement diagnostic conversation
✓ Full Relational Influence Sales framework and curriculum
✓ Traction Stack diagnostic tools for coaching yourself and guiding buyers
✓ Pain to Gain framework and deal diagnostic templates
✓ Member site access with all frameworks, worksheets, and reference tools
✓ Quarterly progress review against baseline (Intensive Track)

Let's Start With a Conversation

Tell me about your team — size, pipeline patterns, what's not converting. I'll tell you which track fits and whether this is the right engagement for where you are.

Schedule a Diagnostic Call