The Sales Playbook

A 4-month engagement for founders who need a step-by-step plan to generate exciting B2B leads, pitch bigger deals and sign more contracts.


You don’t just need more leads. You need the skills to attract the right clients and land the contracts that will grow your business.

By the end of this 4-month engagement, you’ll have a highly-optimized sales process and the upleveled sales skills needed to attract ideal clients, send winning proposals, and close deals. 

You’ll learn how to be a trusted advisor – not a vendor – maximizing your revenue and earning your place as an indispensable partner.

But first, do any of these situations feel frustratingly familiar?

• You’ve been in business for a minimum of three years, and you’re closing 5-figure (and maybe even 6-figure) deals. You’re ready to work with clients on contracts that will give you predictable income and the security to navigate unexpected circumstances. 

• Selling and growing revenue is your top priority, but you’re stuck with a sales strategy that’s not working. You need a step-by-step plan to execute instead of flying by the seat of your pants.

• You rely too much on referrals and word-of-mouth for lead generation, causing panic during dry spells because you have no control over the quantity or quality of leads coming in.

• Your instincts got you this far, but now you need a more optimized sales process to sell the scopes of work you want to the clients you desire with a strategic advantage.

• You leave an awesome sales call, submit a topnotch proposal, only to get a reply with, “Not now, maybe next fiscal,” or “You’re too expensive” despite pricing accurately for the market – and that’s if you don’t get completely ghosted.

• You don’t want a complicated sales strategy with all the bells and whistles for the sake of bells and whistles. You want to be told where to focus and EXACTLY what to do in your unique business so you can get on with it.

Here’s the good news: 

You don’t have to “wing it” anymore. And you don’t need a lengthy, complicated or expensive consulting engagement that gives you way more than you need now. 

The Sales Playbook provides a customized sales strategy to achieve your goals, increase revenue, and work on exciting projects.


Get the exact strategies, skills and tools my clients have used to close deals with:

“In the 12 months since starting to work with Allison, we’ve experienced our greatest period of revenue growth as a company: 30% YOY.

Through Allison’s coaching, I upsold a long-standing client into a new engagement that I otherwise would have left on the table. Allison helped me see the potential for the deal and gave me the approach and language I needed to close it. Allison makes taking the sales actions you know you should be taking feel easier and more attainable.

Erica Seldin
Co-Founder, August Public

Welcome to The Sales Playbook

A 4-month engagement for business owners who need a step-by-step plan to generate exciting B2B leads, pitch bigger deals and sign more contracts.

Program Format

✓ Imagine the relief of having a trusted advisor by your side, someone who truly understands your business goals and is there to help you achieve them. Think of me as your Head of Sales on speed dial. 

✓ We focus on results from Day 1. During onboarding, we’ll evaluate your current sales process so I can provide you with a customized sales strategy to get you to the next level quickly.

✓ 12 meetings via Zoom over 16 weeks.

✓ Clear, concise and informative video trainings and exercises on the most modern, effective and human sales techniques to attract your ideal clients and nurture them to a mutually-beneficial sale.

Resource Library filled with all the tools, templates and step-by-step guidance you need to operate your new sales system. 


A strategic custom-designed plan for what you need now

You’re a busy founder, and I respect your time. This engagement is structured to allow you to learn on your schedule while increasing your sales effectiveness — and quickly see results. 

How We’ll Work Together

Phase 1: Sales Goals & Strategy

To create a sales strategy, you’ve got to have goals (the more strategic, the better)!

Together, we’ll look at your historical sales data, past performance and current pipeline to confirm:

  • What you want to sell: We’ll check your current sales goals to make sure they’re both exciting and achievable, plus we’ll add some KPIs to ensure you’re growing in the right direction
  • How you’re going to do it: We’ll break down your goals by customer segments and other criteria so that you’ll have a clear, confident understanding of how your goals will be reached

Phase 2: Business Development

When high-effort, low-ROI activities (hello, cold calling and endlessly posting on LinkedIn) aren’t enough to reach the sales targets you desire.

We’ll focus on the right lead generation activities:

  • Intentional Networking: Your next clients live within your network — I’ll show you how to unlock these opportunities using a proven and repeatable method that you’ll use for years to come!
  • Relationship Funnel: Together, we’ll build an efficient and effective strategy that actually works to nurture your buyers to a sales conversation

Phase 3: Sales Process Architecture

Most business owners aren’t leading a highly-optimized sales process, which means they’re leaving money on the table.

I’ll teach you how to architect your sales process for increased results by:

  • Being a Trusted Advisor, Not a Vendor: I’ll help you stand out in a complex, competitive sales process by showing up as a trusted advisor, not a vendor. 
  • Sending Winning Proposals: When you hit “send” on a proposal, it should be a confirmation of everything you’ve discussed with the buyer, not a thought starter.  

Phase 4: The Skills to Execute

Fine-tune your process and skills and take the wheel of your sales strategy.

In live coaching sessions, you’ll practice what we’ve put into place:

  • Pitch Practice — tweak your pitch to optimize outcomes
  • Sales Conversations that lead to bigger opportunities
  • Winning Proposals — send confirmations, not thought starters
  • Closing the Sale — anticipate and address objections and negotiate with ease


Curious about the results my clients get?

Watch the video below!

By the end of our work together, you’ll:

• Have a sales strategy to generate exciting B2B leads, pitch bigger deals and sign more contracts – with clients you want to work with!

• Know how to increase the annual and lifetime spend of your existing clients so that you can generate more revenue and build stronger relationships.

• Go from feeling like “I DON’T KNOW WHAT I’M DOING” to “I got this” so you can approach sales with a clear sense of direction and confidence.

• Focus only on what works and streamline your sales process so that you can achieve results and efficiency for your business and your clients

• Conduct sales with more confidence and ease because you know exactly what to do because it’s a system that makes sense.

“Allison advocates for a heart-centered approach to selling, which revolutionized my business as I realized there was another way to sell that aligned with my values. Not only did I have my best year ever, but Allison helped my sales team double our revenue. Allison is a champion for small business owners and mission-aligned individuals, and her practical approach to sales immediately improved our sales team's performance. I highly recommend Allison to anyone who wants to increase sales while staying true to their values.”

Eduardo Placer
Founder, Fearless Communicators 

“Working solely off of referrals, I was in a good place, but my business was not sustainable or predictable. I was trusting that it would all work out, but I needed help to achieve that sustainability and predictability. I was fortunate to work with a full company as a client, and I was putting together a proposal. Allison helped me see where there were opportunities for me to be of service and to think bigger than just hourly or one thing at a time. 

She helped me completely revise the lens through which I looked at the proposal. As a result, I landed a proposal that was more than I had ever made in my life in one year. It was an extraordinary breakthrough not only in my business but also in my mindset. This relationship with the client helped me see how I can apply this to other clients and think more holistically and bigger than just in this narrow lane.”

Stef Ziev

Who is the Sales Playbook for?

The Sales Playbook is specifically designed to support founders, consultants and service providers who sell services business-to-business.

You might be a good fit for The Sales Playbook if you have:

• Been in business for 3+ years and have a vision of where you’re going

• Successfully sold and delivered your core offers — you just want to sell more

• Average deal sizes of $10k, $25k, $50k or more

• Plans to lead sales in your business for the foreseeable future

• The ambition and bandwidth to uplevel your sales process and results


How long is The Sales Playbook?

We’ll work together for four months to complete your Sales Playbook.

What if I need more support after The Sales Playbook ends?

Sales is a living, breathing part of your business that evolves during the lifetime of your business. Especially as a busy business owner of a growing company, it’s likely that you’ll need some additional support — in fact, the vast majority of my clients keep me around for ongoing advising, as well as strategy work at key inflection points. 

I’ve designed my business so that I can support you throughout your journey. The truth is, you likely won’t be hiring salespeople for a long time, but that doesn’t mean you don’t need expert sales support — I aim to be there when you need me. 

How much time will we spend together?

We will meet twelve times over the course of four months. These strategy sessions last anywhere from 60 -90 minutes, depending on what we’re working on. I have helped so many small businesses create and implement sales strategies, I know exactly how much time we need to get you where you want to go (and I know you don’t have a lot of time to waste)!

What’s in the “Video Vault?”

The Video Vault contains video lessons and exercises that will teach you the most modern, effective and human sales techniques to attract your ideal clients and nurture them to a mutually-beneficial sale. As a busy business owner, you will view these thoughtful, interactive video lessons ahead of our strategy sessions to keep us moving your sales strategy forward. 

The best part? You’ll have access to these videos and exercises for the next two years, enabling you to revisit key lessons and onboard new team members to your way of selling.

The Sales Playbook is a big investment – how do I know it’s worth it for me?

I often hear that working with me is one of the biggest investments a business owner has made in their business, and I don’t take that information lightly. My biggest priority is making sure The Sales Playbook is right for you, which is why I will ask you a lot of questions before we agree to work together. You can count on me to do my very best to determine if focusing on sales right now is actually the best thing for your business (sometimes it’s not). If I find you need a different fix, or a different flavor of sales consultant, I’ll be the first to let you know. 

Otherwise, if you’ve been in business for at least a few years, have experience selling and delivering your services at a minimum of at least $10,000-$15,000, and just want to sell more — I got you.

Hey there, welcome!  Why Me?

If you’re reading this, chances are you’re a founder looking for a new sales strategy that puts you — comfortably — in the driver’s seat. I’m here to help make that happen.

But first, here’s why you can trust me.

With 17 years of experience on sales teams, I’ve closed $75 deals with small rural publishers (shout out to Vermont!) and 6-7 figure deals with Google and Goldman Sachs. 

Wondering how I made that leap?

I’m not your typical salesperson. I believe in building genuine relationships with clients and creating offers that help them solve their biggest problems, so they can meet and exceed their goals.

And I do it all with a human-centric and empathetic approach that puts people first. My take on the ABCs of Sales? Always Be Connecting

So, whether your goal is to land that Fortune 500 client, increase your revenue, or create more financial security and predictability in your business, I’m here to help you make it happen – and have a little fun along the way.


Curious about my approach?

Check out what my clients have to say about how the work feels.

What Got You Here Won’t Get You There …

You know — the place where you increase your revenue and impact with clients you respect, allowing you to build a sustainable business for the long haul.  

I’ll help you get there.


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