Good Salespeople Are Not the Same as a Good Sales System

Real Consulting Work. Proven Sales Fundamentals.

A Fresh Set of Eyes Can Find Hidden Revenue Levers

• 

  More consistency across the team

• 

  Stronger coaching and accountability

• 

  Increased win rate and deal size

• 

  Better forecasting and visibility

Are we the right ones to help you win?

Ready for a Fresh Set of Eyes?

Are you right for this program?

Some people we've helped build sales playbooks and implementation plans with already:

Here's What You'll be Building and Applying Over 12 Weeks

• 

  Get Clear on Your Best Customers, Offers & Value

  Build a stronger foundation by getting aligned on your best customers, priority segments, offers, and the value you create.

  We’ll help you pull the strongest thinking out of your organization and turn it into something your salespeople and managers can consistently work from.

  You’ll build: Ideal customer profiles, offer and value positioning, and clearer sales priorities.

• 

  Map a Sales Process Around How Your Customers Actually Buy

  Stop relying on everyone to interpret the sales process differently.

  We’ll map the customer journey, define the important stages and decisions, and clarify the actions that move opportunities forward — while identifying where deals commonly slow down, stall, or disappear.

  You’ll build: A practical Sales Process & Customer Journey Map.

• 

  Define "What Good Looks Like" Across the Sales Team

  What do your strongest salespeople already do well that others could learn from?

  Together, we’ll identify the behaviours, habits, standards, and best practices that should become part of the organization — not remain trapped in the heads of a few high performers.

  You’ll build: Clear sales standards and a shared definition of “What Good Looks Like.”

• 

  Build Better Sales Conversations Without Creating Scripts

  Give your salespeople a roadmap they can confidently use while still sounding like themselves.

  We’ll create a conversation framework around how to open, connect, discover, align, recommend, address concerns, and establish meaningful next steps.

  The goal is structure — not robots.

  You’ll build: Your Master Sales Conversation Framework.

• 

  Create Messaging and Customer Plays Your Team Can Actually Use

  Great messaging should not depend on who happened to write the email or make the call that day.

  We’ll capture the language, insights, stories, questions, positioning, and plays that help your team create better conversations with your most important customers.

  You’ll build: Priority messaging, customer plays, outreach guidance, and practical sales language.

• 

  Create a Sales Execution Rhythm That Turns Strategy Into Action

  A sales system only works when people know how to use it day to day.

  We’ll define the daily, weekly, and opportunity-level activities that matter most — including planning, follow-up, pipeline movement, account priorities, and review rhythms.

  You’ll build: A practical Sales Execution Guide your team can work from consistently.

• 

  Give Managers Something Meaningful to Coach

  Managers should not have to invent the coaching system every week.

  We’ll connect your sales standards, conversation framework, process, and execution expectations into a clear coaching approach so managers know what to observe, reinforce, and develop.

  That helps you do something much more powerful than simply searching for more A players – help more of your existing people perform like them.

  You’ll build: Manager coaching guides, review standards, scorecards, and coaching rhythms.

• 

  Turn Everything Into a Sales Operating System You Can Build On

  The final goal is not a binder that gets put on a shelf.

  We’ll bring the pieces together into a practical system that gives salespeople clarity, gives managers a stronger foundation to lead from, and gives executives greater confidence that the organization’s best sales practices can survive growth, new hires, new markets, and changing leadership.

  You’ll leave with:

  – Strategy & Process Blueprint

  – Working Sales Playbook

  – Implementation Kit

  Plus the rep tools, manager resources, standards, messaging, frameworks, and implementation roadmap required to put it to work.

Real success stories, from real people!

Here's What’s Included in the SCALE™ Sales Operating System Lab

• 

  Weekly Live Build Sessions

  Each week, we’ll meet virtually for a focused working session where we help you move another piece of your Sales Operating System forward.

  These are not lecture-style webinars. We’ll review the work you’ve done, make decisions together, challenge assumptions, configure frameworks, build documents live, and help you get unstuck.

  You’ll leave each session knowing exactly what needs to happen next.

• 

  Shared Working Space and Session Recordings

  You’ll have a central online workspace for the program where the working documents, templates, frameworks, session recordings, and supporting resources can live.

  Miss something?

  Want another team member to review a decision? Need to revisit how a framework was built?

  The goal is to make the work easy to access and continue developing throughout the program.

• 

  75% Pre-Built Frameworks — Customized Around You

  You will not be staring at a blank page wondering what a sales playbook should contain.

  We start with a strong structure and then use your business, people, customers, and experience to make it yours. We bring the framework. You provide the intelligence that makes it relevant.

• 

  Group Learning From Other Organizations

  One of the advantages of the Lab is seeing how other strong organizations tackle similar challenges.

  The industries may be different, but the underlying questions are often remarkably similar:

  – How do we create consistency?

  – How do we improve coaching?

  – How do we capture what our best people do?

  – How do we scale without losing what makes us good?

  You’ll learn from the decisions, experiments, successes, and challenges of the other companies in the group — while still building a system specific to your organization.

• 

  Direct Feedback and Support Between Sessions

  You will have questions. You may get stuck on a decision.

  You may uncover something unexpected once you start looking more closely at the business. That’s part of the process.

  You’ll have a way to bring questions, documents, ideas, and challenges back to us for feedback so you don’t lose momentum between sessions.

  Basically: we’ve got your back while you build.

• 

  Live Document Creation and Review

  We will not spend 12 weeks talking about what you could build.

  We’ll build it.

  During the program, we’ll actively create and refine the documents, tools, guides, and standards. You’ll be able to see the system taking shape week by week.

• Something your salespeople can use.
• Something your managers can lead from.
• Something your executives can build around.

Frequently Asked Questions

• Q.Why are you qualified to help us build this?

  A.SCALE™ is built from years of real consulting, coaching, sales-system design, and implementation work with companies across industries, team structures, and markets.

  Joe brings more than 25 years of sales, coaching, and consulting experience, with a particular focus on helping organizations clarify messaging, build sales processes, improve conversations, and define What Good Looks Like across the team.

  Adam brings the organizational, implementation, and project-execution side — helping make sure the system is not just well designed, but practical enough to actually use, coach, and sustain.

  Together, the goal is not to hand you another sales methodology. It is to help you build a Sales Operating System that fits your business.

  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 cannot guarantee revenue, closed deals, or specific financial outcomes.

  What we can guarantee is that we will bring proven frameworks, challenge your thinking, help you identify opportunities, and work alongside you to build a stronger sales foundation.

  The organizations that get the most from the Lab will be the ones willing to contribute, make decisions, test ideas, and apply the work between sessions.

  We bring the frameworks. You bring the business. Together, we build the system.

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

• Q.What happens if I miss a session?

  A.We want the primary participant to attend as consistently as possible because the live sessions are where decisions get made and the system gets built.

  That said, things happen.

  Sessions will be recorded, and the working documents and next actions will remain available so you can catch up. If someone from your organization needs to step in for a session, that may also make sense depending on what we are working on that week.

  The goal is continuity — not perfect attendance.

• Q.Who should actually attend the weekly sessions?

  A.Usually, the best participant is the person who can help move the project forward inside the organization.

  That might be a:

  – Sales Manager
  – Director of Sales
  – Business Development Leader
  – Revenue or Sales Operations person
  – Project or Program Manager
  – Chief of Staff
  – Operations leader

  An owner, CEO, or senior executive may sponsor the project and join key sessions, but they do not necessarily need to attend every week.

  The most important thing is that the regular participant understands the business, can gather input, and has enough influence to help make decisions.

• Q.Can more than one person from our company participate?

  A.Yes — and in many cases, that will make the system stronger.

  We want the right people involved at the right time.

  For example, a sales manager may lead the project, while the owner, VP of Sales, or operations leader joins certain sessions where strategic decisions are needed.

  We will talk through the best structure for your team during the intro call.

• Q.Do we need to already have a formal sales process?

  A.No.

  Some companies will come in with a well-established process that needs to be refined and better documented. Others may have strong salespeople and good practices, but very little formally captured.

  Both can be a good fit.

  We are not starting from the assumption that anything is broken. The Lab is designed to help you understand what is working, identify what is missing, and build a stronger system around it.

• Q.Is this sales training?

  A.Not in the traditional sense.

  The core SCALE™ Lab is focused on helping you build the Sales Operating System behind the team — your customer strategy, sales process, messaging, conversation frameworks, standards, execution rhythms, manager coaching, and implementation roadmap.

  There will absolutely be learning, coaching, and skill development along the way, but the primary goal is to build something your organization can keep and use.

  For companies that want more hands-on support, some program options may also include additional sales training, one-on-one coaching, manager development, or company-specific implementation support.

  We’ll talk through the right level of support during your intro call.

• Q.Are you giving us a pre-built system?

  A.Yes and no.

  We estimate that roughly 75% of the architecture, frameworks, templates, and tools are already built. We do not believe you should pay us to reinvent things that we already know work.

  The remaining 25% is where the real value happens.

  That is where we use your customers, team, offers, experience, language, best practices, and decisions to customize the system around your organization.

  You will not leave with somebody else’s playbook. You will leave with your version.

• Q.How much work is required between sessions?

  A.Expect focused work each week, but not hours of homework for the sake of homework.

  The between-session projects are designed to create the inputs we need for the next build session.

  That may mean:

  – Gathering examples from your team
  – Reviewing a few deals or calls
  – Mapping a process
  – Interviewing top performers
  – Testing messaging
  – Getting leadership input
  – Making internal decisions

  The work should be practical and directly connected to building your Sales Operating System.

• Q.Is this only for companies that are struggling?

  A.No — actually, some of the best fits are companies that are already doing well.

  Strong teams often have good people, good instincts, and strong results.

  The opportunity is to capture what is already working, find hidden gaps or revenue levers, and make more of the best practices repeatable across the organization.

  The Lab is particularly useful for companies that are:

  – Growing
  – Hiring
  – Entering new markets
  – Strengthening sales leadership
  – Adding managers
  – Scaling a successful team
  – Trying to reduce dependence on a few key people

• Q.Can any company join?

  A.We want to make sure there is a genuine fit.

  That is why we start with a short intro conversation.

  We will learn about your team, current sales environment, goals, and what you are trying to build.

  If we believe the Lab can help, we will talk about next steps.

  If it is not the right fit, we will tell you that too.

  The goal is to build a strong group of companies that are serious about improving the system behind their sales team.

• Q.What will we actually have at the end of the 12 weeks?

  A.The goal is for you to leave with the foundation of a well-defined Sales Operating System, including three major deliverables:

  1) Strategy & Process Blueprint: Your customer, offer, process, journey, priorities, and “What Good Looks Like” standards.

  2) Working Sales Playbook: Your messaging, conversation frameworks, sales plays, and execution rhythms.

  3) Implementation Kit: Rep tools, manager coaching guides, review standards, and your rollout roadmap.

  More importantly, you should leave with a system your people can actually continue using, coaching, and improving.

  Depending on the package you choose, you may also have additional training, coaching, implementation support, or company-specific tools built alongside the core deliverables.

• Q.Are there different program options?

  A.Yes. We have a few options, depending on your goals. 

  Different companies need different levels of involvement.

  Some organizations may be a great fit for the core 12-week group Lab and be comfortable doing more of the internal work themselves.

  Others may want us more deeply involved with things like:

  – Additional one-on-one coaching
  – Sales or manager training
  – Private strategy sessions
  – Company-specific workshops
  – More hands-on document and tool development
  – Implementation support
  – Leadership alignment
  – Additional review and feedback

  We have different package options based on how much support you want and how involved you would like us to be.

  During the intro call, we’ll learn more about your team, goals, internal capacity, and current sales system, then recommend the level that makes the most sense.

  The goal is to make sure you have enough support to actually build and implement the system successfully.

• Q.What happens after the 12-week Lab?

  A.The Lab is designed to give you a Sales Operating System your team can actually use, coach, and continue improving.

  For some companies, that may be enough. They’ll take the system, embed it internally, and run with it.

  Other companies may want more help turning the system into day-to-day behaviour across the organization.

  That could include things like:

  – Implementation support
  – Additional manager coaching
  – Sales team training
  – One-on-one coaching
  – Leadership alignment
  – Playbook refinement
  – Call reviews and quality standards
  – Rollout support
  – Ongoing consulting

  Every company is different, so we’ll look at what makes sense based on your team, internal capacity, and goals.

  For many of our clients, the Lab becomes the foundation for a longer-term engagement that can continue for another 90 days, six months, or even a year.

  But the Lab itself is built to stand on its own. You’ll leave with a practical operating system you can use whether we continue working together or not.

• Q.What is the investment?

  A.The SCALE™ Lab has different participation options depending on how much support your organization needs.

  Core Lab — $2,900: For organizations comfortable completing more of the internal build and implementation work themselves.

  Lab + Enhanced Support — $4,900: For organizations that want more direct involvement from us through additional coaching, training, reviews, implementation support, or company-specific work.

  We’ll discuss your team, goals, and internal capacity during the intro call and recommend the level of support that makes the most sense.