A sales system and strategy you can implement TODAY to get customers predictably.




If you are here, you have found something cool. We are in the process of launching the new academy and the Sales Playbook Project is a big part of that. Get your price locked in at a discount before we launch.


This 8 PART project course was designed with you in mind.

Over the past few years, we've been helping our one-on-one consulting & coaching clients build their sales playbooks, uncovering the pieces of their processes that are the 80/20 magic. We decided to take the best of the stuff that makes the biggest impact in the first month of our work with them and create a program to help you win right away. Plus, there is power in the group because you will be able to tap into the insights of others and see results from their testing of ideas in other industries - accelerating your growth.

  • Construct EMAILS that capture your prospect's attention and get responses
  • Use a CONVERSATION ROADMAP that flows & influences action (no scripts!)
  • Map your SALES PROCESS around repeatable customer stages
  • Learn how to master PRE-CALL PLANNING to increase your connection rate
  • Position your brand & offer to FOCUS ON VALUE rather than features
  • SELL YOU: Build a powerful and chasable personal brand
  • Use your SYSTEMS (like CRM) to streamline your efforts
  • Design a powerful PROSPECTING strategy to create your own luck

Are you right for this program?

Do you know you could sell more if you just had a better plan? If you've been looking for a way to get sales results consistently and have the right repeatable systems and processes in place, this program is for you. Whether you are a small business owner trying to sell more effectively, a sales rep looking to take your results to the next level,  growing a sales team, or want to scale your results, it's time you have your own playbook. Let's get to work.

  • You value your customers and want to genuinely help serve them
  • You have a great offer and know more people should buy from you
  • If you just had the right processes, you could scale your results much faster
  • You're coachable and FUN.
  • You don't want to come across as a "salesy weirdo" to your customers or...anyone
  • You're tired "pitching" and trying to convince people to buy. It feels icky.
  • You don't have a formal sales process in place that you can repeat or learn from
  • You don't make excuses.

Are we the right ones to help you win?

Hey, I'm Joe and I'll be your guide through the playbook project program (too many p's?). I've been coaching and consulting companies all over the world and have done speaking for some global brands and their sales conferences. I work every day with clients in the trenches with them, coaching them face to face and online. Everyone can get better at selling.

I've been at this for almost two decades still just scratching the surface of what makes people tick, how to deal with the changing nature of customers, & sales in this increasingly complex digital age. The past few years I've focused on helping my clients build playbooks and conversation roadmaps.

All without having to be a "Salesy Weirdo."

I want to help you win at selling and feel good about helping more of your customers. If you you're looking for a "crush it, kill it, close it, hustle harder" kinda sales guy, you're in the wrong place. I'm sick of that "sales bro" mentality. If you know you can do more and want to level up, let's do this. Together.

My goal is to help you be authentic, simplify your selling, and have fun. 

Some people we've helped build playbooks with already:


Salon Owner, Entrepreneur


Author, Sparkle On

Here's what you'll be learning and applying over the 6 Weeks

  • Intro, Mindset, and Strategy

    Set yourself up for success by understanding the complete strategy, and WHO YOU NEED TO BE to succeed. Sales is not just tactics, so get your head in the right place without being a salesy weirdo.

  • Asking the Best Questions

    Customers care about one thing, THEIR PROBLEMS, so rather than diving in with product pitches, think strategically about their world before anything else. The rest is built on this foundation.

  • Recharge Your Offer

    You probably already have a great offer, but might not be exactly sure how to connect it to your customer in a way that makes it unrefusable. We will rework your offer to demonstrate ultimate value.

  • Achieve Customer Clarity

    Knowing your customers better than they know themselves is a major skillset to develop, and like any skill, it’s something to work on consistently. You’ll have more effective messages and calls.

  • Build an Exciting Prospect List and Take Action with Systems

    It’s time to create your own luck to fill your pipeline. We’re not talking about randomly cold calling and being a sales nuisance, but a structured approach on how to find your best prospects, planning, and effective outreach. We’ll show you how to set your CRM up for success as well.

  • Refine your own personal brand and sell YOU

    Feel powerful knowing that your reputation enters the room before you do. The key to selling comes down whether the customer know, likes, and trusts you. You will explore what makes you unique, how to convey it authentically, and attract clients to you.


Real success stories, from real people!


Fitness Coach, Primal Formula


Consultant, The Nimble Bar

Here's what is included in the Sales Playbook Project program

We've been having fun coaching clients online for many years making it easy for our clients to access us and build their systems when they need it. We've taken everything we know about coaching and consulting online and brought it into this project. The goal is to help you make the most of this program, go out to apply the knowledge, and build your skills quickly. To do that, we will utilize our best tools, have developed the right resources, and work you through proven processes to get you results.

However, to make this work, you need to commit to it 100% and be willing to take action. Are you willing to do the hard work to make it look easy? To go sell on purpose and not be an order taker? You in?


  • 40 Video Lessons and more

    In the 8 sections, you will see we’ve put together 40+ lessons that walk you through step-by-step all of the guides, documents, and resources. You will be crystal clear on what you need to do!

  • Proven Guides, Processes, & Checklists

    We will provide templates and other materials to help you get your processes in place as quickly as possible. From sales call reviews to done-for-you emails, we will make sure you are equipped to sell. Need a proposal or offer template? We got that too.

  • Private Mastermind Discussion Group

    The strength of this project will be the conversations between other participants. Learning from each other, discussing real-time challenges, and finding like-minded people is the name of the game. Hack, some of you may even decide to partner up!

  • Priority Email Support and Reviews

    When questions or challenges arise, we are here to make sure you don’t have to stall. We respond within 24 hours, and often right away. Especially if you are trying to make a sale, we will jump in as quick as possible to help. Basically, we got your back.

  • Access to our Resource Library

    Over the past twenty years, our coaches and clients have been gathering and sharing countless resources to help themselves get an edge. As part of the program, you will get access to their best resources in our ever-updating library.

  • Early Access means future deals

    If you are joining as part of the early access deal, you will have some cool leverage as I will be rewarding all of you with bonus content, exclusive deals, memberships, and anything fun I can think of. Rewards, baby!

  • Help me co-create custom materials for you

    It’s great to get in early because you can help me ensure you get the EXACT resources you need while I build them. I prioritize my students requests first, so this is built BY the community FOR the community. I am a part of other founder programs and it’s great to have a say in the direction of a product!


As a founding member, you will get exclusive access to deals and discounts as we build new programs. You give me a bit of money now...and I owe you in the future. It's good business!


There is a TON of stuff inside. Here are a few examples:

AND - All these are downloadable resources (except the whiskey) for you to rock your strategy with.

Grab these exclusive BONUSES when you take action today!

100% Risk FREE - you can feel confident!

Joe Girard, ChangeGrowAchieve.com

I'm 100% confident that you are going to be completely satisfied with this program. If for any reason you’re not happy, we will at any time during the first two weeks refund your money completely. (If you stay past two weeks, you probably like it)


Matt Peulen

I have been in sales for the past 15 years and have seen many sales trainers, but none like Joe Girard. His passion and genuine care for his clients is like no other. After hearing Joe speak, I was able to take his suggestions and immediately implement them.

Matt Peulen, Vice President of Development , Metropolitan Capital Partners
Chantelle Pasychny

Working personally one-on-one with Change Grow Achieve allowed me to refine and develop my confidence in increasing my prices for services. I frequently consulted with Joe on many aspects of the business and it saved me money, time, and hassle. Our work with Change Grow Achieve has been one of the most profitable and successful business relationships I have enjoyed.

Chantelle Pasychny, Owner, Design House Salons

Frequently Asked Questions

  • Q.Why are you qualified to do this?

    A.Joe has been selling for almost twenty years and has coached hundreds of people to be the best versions of themselves and not weird. He does it every day with clients all over the world and has a track record to prove it. He is a sought after keynote speaker as well. The team behind him has been hand-picked because of their ability to also go out and kickass while still being authentic and amazing.

    You can learn more about Joe through ChangeGrowAchieve.com, JoeGirard.ca, or Sales Hero Academy.

  • Q.Do you guarantee results?

    A.We are responsible TO you, not FOR you. We can’t make promises you will make money. No one can. What we can tell you is that, if you apply these skills, commit to taking action, and are coachable, you will set yourself up to win. If you give us 100%, we will match that effort and help you rock it.

    We are 100% committed to helping you achieve your goals.

    (You can see a list of clients on our page here as well)

  • Q.What are the bonuses I get as a founding student?

    A.I haven’t decided on that yet, but here’s what I am thinking…The Change Grow Achieve Academy will have a membership area and I will give you a crazy deal on a founders price for that, I will be sending you BONUS content for free, and you will get lifetime discounts on all future courses. Fair?

  • Q.What if I've never sold before?

    A.We are ultimately looking for participants who are actively in their business so we can tackle their real-world challenges and processes. However, if you are ready to launch and need that kick to build an outreach plan and get customers fast, this will set you up for success. We can talk about your specific needs during the application call.

  • Q.How much time should I commit?

    A.Sales is a never-ending professional development process, BUT…you should find a balance between learning and selling. We cover that in the time management section. I would suggest you give yourself an hour each day to learning and then work the rest of your hours putting the activities into action…ACTUALLY SELLING!

  • Q.What if I have a team that wants to join? You got group pricing, Joe?

    A.If you have a group you want to set up, we can discuss pricing as I love making DEALS!


I know how awesome it is to get in early for different programs and software - founding members always get the love and deals because they took action. So take action!