Free live webinar for software engineers
I can build anything. I just can’t sell it.
60 minutes, live. How to run the call with a business owner, and leave with a paid deposit instead of a maybe.
01 In their words
In their own words
I’m only good with technical skills, sales, marketing, or teaching is beyond my gifts”
Uncaught (in promise) Error: deal ended on "maybe"
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On opening the call: I was nervous to start messaging people because I didn’t want to be a slimy salesperson
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On discovery: I showed all my cards and created a relationship where he thought I needed him more than he needed me
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On quantifying pain: I think during the sales call, I didn’t pull enough his pain
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On price: I didn’t really talk about pricing or scope, or we didn’t quantify the cost of the problem
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On follow-up: I think I may struggle to strike a balance between bothering too much for a sale (ie being “thirsty”) and gently-nudging
The fix
Can’t close in one call? That’s a skill issue, not a reality issue.
engineers who joined said “I’m not a salesperson.” On Sunday you do the part they skipped: put a dollar number on the problem.
02 Run of show
The 60 minutes.
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00–05
5 min
You already sell
On a call you only do three things: acknowledge, ask, or handle an objection.
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05–12
7 min
The opening
One sentence on why you’re there. Then stop talking.
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12–22
10 min
Discovery at 70/30
The questions to ask before you mention a price, and when to stop talking.
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22–32
10 min
Put a dollar number on it Live exercise
Who spends the time, what they’re paid, how many hours. You do the math on one real business owner’s problem before we move on.
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32–40
8 min
Price the outcome, not your hours
The $85 mistake. And why the free prototype is your last card.
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40–50
10 min
Objections and the close
Value or budget? Never end on a maybe.
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50–60
10 min
Q&A
Bring your number. In the last few minutes I’ll say what Code to CEO is, for anyone who wants help after.
03 Who it’s for
For engineers who’d rather build. And still have to sell.
for you if
- You’ve built things nobody has paid for yet.
- You’ve never sold anything, and you’ve said “I’m not a salesperson.”
- You want a process you can follow on a call.
not for you if
- You want scripts to pressure people.
- You’re a student or in your first two years.
- You won’t do the live exercise.
// average member result: still employed when they signed client one.
04 Host
Your host, Bgo
I’m a software engineer who sells. I go through members’ recorded sales calls line by line and mark where the deal was lost. The close is where it’s usually lost.
- Every application call
- to Code to CEO, I take myself.
- 1 of 1
- software engineer in my LA chamber of commerce. That’s where the problems were.
- $1,850/hr
- what my firm billed for my time. I saw a fraction of it.
05 FAQ
Before you ask.
I’m not a salesperson.
You don’t need a personality. You ask, then you stop talking.
I don’t have a call booked yet.
Come anyway. Your first call is a business owner you already know. The exercise uses one real problem from your own network.
I have no case study.
You don’t need one. If you can describe their problem better than they can, they’ll trust you.