Help the buyer make a confident decision.

01 / THE CHALLENGE

The problem
worth solving.

Selling beverage robotics requires more than interest in the product. Buyers need confidence that it fits their operation, that implementation is achievable, and that the next step is worth taking. The sales team needed shared guidance for understanding those concerns across very different foodservice environments.

02 / THE APPROACH

Strategy, made tangible.

1. Understand the situation before prescribing a solution. I built the framework around the buyer’s goals, current difficulties, decision criteria, and concerns. My approach draws on Bob Moesta’s demand-side thinking, consultative selling influenced by Alex Hormozi, and MEDDIC qualification.
2. Make discovery useful to both sides. In a site-dependent sale, questions about operating needs, implementation readiness, and who participates in the decision help establish whether the opportunity is a fit and what evidence the buyer still needs.
3. Coach the conversation, not just the script. I created guidance for price, timing, technical questions, and objections, helping the team explain tradeoffs and agree on a practical next step.
4. Measure progress through the sales motion. The original framework includes an SDR scorecard covering booked and completed discovery calls, next-meeting conversion, close rate, cash collected, and units sold.

03 / THE OUTCOME

A reusable enablement and coaching framework that connects buyer understanding to sales execution. It sits alongside the field-sales and CRM work; no isolated revenue lift is attributed to the framework alone.