Abhi Yerra



The goal of Sheepdog Sales is to create a short book that covers the fundamentals of sales and effectively running sales for a solopreneur or early stage startups. This does not cover advance things such as running a sales organization. The end goal of this book is to consolidate all the information from the best books on sales ever written as well as other places where sales can learn from.
We will cover all parts of the Sales cycle from setting up a CRM, Sourcing, Prospecting and Closing a sale. This should also incorporate modern sales techniques such as emails. How to influence and more.  Further I want to incorporate other arenas outside of sales itself that would provide for better sales including maintaining relationships, improv and other things that can create a positive outlook on sales.




Buyer Matrix

  • Roles/Responsibilities: What is he/she in charge of or expected to manage?
  • Business Objectives & Metrics: What does he/she want to achieve? How is success measured? How is she/he evaluated?
  • External Challenges: What external factors or industry trends might make it more difficult to reach his/her objectives?
  • Strategies and Initiatives: What likely strategies and initiatives are in place to help achieve his/her objectives?
  • Internal Issues: What likely issues does the organization face that could prevent/hinder goal achievement?
  • Primary Interfaces: Who are the peers, subordinates, superiors and outsiders with whom he/she frequently interacts?
  • Status Quo: What's his/her "status quo" relevant to your product, service or solution?
  • Change Drivers: What would cause him/her to change from the status quo?
  • Change Inhibitors: What would cause him/her to stay with the status quo, even if they're not happy with it?


Drip Campaign

The Drip Campaign is a good way of reaching out to a prospect and pitching them your idea. However, it is a good idea to ensure that the campaign has a consistent flow.
  • Does the email flow?
  • Is it short and concise?
  • Does it offer value?
  • Would I open it, read it and respond to it?
  • Is it a truly thoughtful email with the prospect in mind?
  • Ask for advice, not favors.
  • What is the painpoint?
  • Tell a story and should address things that the customer might also need help with. List three things you have seen at other companies like theirs. Get in their shoes.
  • In a drip campaign instead of saying I’d love to have a chat. Say“I don’t know if we are a good fit for your company but I’d like to schedule a short call to understand more about your unique challenges.”
Email #1
  • Do we hit the persona's ego as it pertains to his/her job at their company?
  •  What is the benefit we are providing? Don't talk about features. What's in it for them?
  •  Are we being helpful? Don't ask for time. Ask them for their most challenging problem.
  •  What is the benefit to their company?
  •  Is it funny?
  •  Does the response action have a why? Give them a reason to respond to you."Can I get 15 mins of your time because I want to learn more about your company?"
  •  Have you read it out loud?
Email 2: Follow Up(4 days after)
  • Keep it Short
Email 3: Social Validation(1 week after)
  • What do people say about us?
  • Send them to the testimonials
Email 4: Funny
  • Ask them if they are still interested in a funny way.
Email 5: Thank Them
  • Thank them and say goodbye(2 Weeks after)


  • Only Rule That Matters: Always Be Helping
  • Micro-commitments. Have people commit to the smallest things. Next meeting, next step, next way to talk to people, small project to start.
  • Slow Down When Speaking. Slow it down. Calm it down. speeding things makes people think they are not heard. Listen, Don't Interrupt
  • Positive playful voice. Relax and smile while talking even when on the phone.
  • Tell the Illness, Sell the Cure
  • Be Funny
  • Ask How and Why questions. (Makes them think)
  • When asking a question make them do the work to figure out the answer. It makes them think they came up with the answer
Think in terms of the buyer:
  • What is the problem they are having?
  • How can we make their life easier?
  • What would make them love us?
  • How can we surprise them?

Challenger Sale

  • Listen
  • Ask Questions, Lead Them
  • Empathy
  • Say Little, This is Therapy
  • Slow Down, When Speaking
  • Put Things in Customer Benefit
  • Be funny :) 
Step 1: The Warmer
“We are seeing the following three things at other companies like yours. Is there something you'd like to add? ”This is you are starting with a hypothesis of the company. What other companies have you worked at that face similar situations. Make it three things specifically
Get more data back.
Step 2: The Reframe
Need to have something to the customer which is a reframe. Not a I totally agree but a , "huh, that is interesting" It needs to SHOCK. If you fail to give this "huh how interesting: then you failed the sale because they already though through of how to do it themselves. Time to break the news that their problems will not be solved with the solution they’ve imagined.*Get within their OODA cycle and throw them into chaos so that they have to reframe and reorient their decision making process around you.
Shock Them Have to create a huh / that’s right
Step 3: Rational Drowning
They need to really feel like that they need this solution. Make them consider the opportunity. Do not mention youself at all.Reframe it with solid data. Why is this important?
Give examples of why this is important
Step 4: Emotional Impact
Customer has to see themselves in the story you are telling with the solution.You have to paint a picture of other companies like the customer who went down a similar path by engaging in behavior that the customer will immediately recognize as typical of their own company.Help them glimpse into the future.During a successful Emotional Impact step, your audience will feel personally connected to your presentation because you’re giving them a scenario that resembles their own situation.*Relate to pain. Create a story that helps them feel the pain.What is the unhappy ending here?
Have them be in the picture but the ending doesn't look good.
Step 5: A New Way
Talk about solutions not about you. Talk about what the solution can do. I.e What the capabilities of the new system would be. How to go about it.Convince them thow much better they would be if they acted differently.They have to buy a solution before they buy your solution.Tell alternate story with a happy ending.
Tell a solution.Something that could be generic.
Step 6: Our Solution
Demonstrate how our solution is much better than anything else out there. Tell them how we have experience in solving that exact need. How we have created a solution that allows them to figure out how to scale and grow.
Tell them how our solution is better.

Post Meeting

  • What small thing can you improve?
  • Did you talk too much?
  • What made them open their eyes? What was the shock?

Enterprise Sales

  • Who are the stakeholders in the deal?
  • How much does the stakeholder want this deal to happen?
  • Does the stakeholder see an opportunity in their career for this?
  • Is each stakeholder excited and passionate about your solution? Have you sold the vision to each person?
  • What are the major objections each stakeholder has?
  • What are the metrics that the prospect defines as success


  1. So what is it like? What should it include?
  1. The reason why we reached out exactly to them, and not someone else. That makes them feel the proposition is directed to them specifically, i.e. it feels more personal and more valuable. This should be nicely connected with your introduction, too.
  1. The clear answer to the question: What can we do for them? Or, what is it exactly that we are proposing in this message?
  1. The benefit of starting a business relationship with us. In other words, what’s in it for them. What exactly they and their company can gain from our proposition. Remember, it’s all about them, not you.
  1. The example of how other people and/or companies benefited from cooperation with us. If you’ve got some impressive numbers, you can mention them here. Check the post by Heather Morgan to see how to do it right.
  1. The light, honest and polite tone devoid of fake praise and empty phrases. The language of a person looking for a start to talk, not a salesperson who is trying to close a deal. See the post by Robert Graham for a good example.
  • For every customer / prospect figure out their competitors and go to them

Sales Runbook

- [Give people a choice]{#37e0}
- [Allow them to voice their concerns first]{#a483}
- [Sales is a therapy session and problem solving session]{#0154}
- [Don't talk about the price at all until the very end. First figure
- out the problem you are trying to solve.]{#09e3}
- [Be detailed and answer questions. These people are paying you to
- help their baby. The goal is to make the baby better.]{#13fb}
- [Learn to be patient.]{#d8b5}
- [It is okay to say, "I don't know". You will not know how to do
- everything and pretending you know everything is a good way to show
- you are scatter brained. People hire experts so be a
- professional.]{#c89a}
- [Learn to be assertive and learn to be submissive at the right
- times. Sales is a matter of power and desire. But you have to be up
- and down in terms of when the power is given and when it is taken
- away.]{#603a}
View original.
Exported from Medium on May 28, 2019.
Sales reaching out {#sales-reaching-out .p-name}
In an attempt to contact multiple people at the same time make it so
that you also check to make sure that your emails don't bounce. To do...
Sales reaching out
In an attempt to contact multiple people at the same time make it so
that you also check to make sure that your emails don't bounce. To do
this we need to reach out initially person by person and prune the list
if those emails are not working. Also reach out group by group.
So first email should be a feedback email of some kind and seeing if
they are interested. The second or third email should be getting them to
These lists:
- [Reach out to people who are new]{#2659}
- [Gitlead Reach out to people who we haven't messaged and
- replied. ]{#39f8}
- [Acksin reach out to people who we havent messaged and
- replied]{#7879}
- [Have a conversation with some of them.]{#847d}
- [Stale emails need to be adapted. ]{#23c8}
- [Build out new emails.]{#6200}
- [Create tasks to do a reach out for each email. Create follow up
- zapper tasks.]{#6d3d}
- [Figure out what messages we have sent and create follow up
- tasks.]{#4900}
- [All emails without tags should be sent out manually.]{#a80a}
So so the following should happen
- [Every new email without a tag needs to have a mail sent and a task
- created to follow up]{#52b1}
- [Every new email signup should have a custom reply and hello
- sent]{#3503}
- [Create a follow up which leads to more email being sent.]{#8270}
- [Ask for feedback and make sure the users are okay. Do this manually
- to see who the people are who signed up and figure out the type of
- stuff to send them]{#44b0}
Setting up zapier and goals
- [Create task to reach out at certain intervals with the goal of them
- reaching back.]{#cb70}
- [Reduce stale email lists. ]{#a8f4}
- [Figure out if we can execute slowly and in a focused way. ]{#a133}
- [Mailchimp needs to create appropriate feedback.]{#7725}
- [Most important are early adopters]{#23ea}
- [\
- ]{#e4e1}