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Crash course · for salespeople

Selling in 2026: from pitching to designing.

Pitching, handling objections and applying pressure are techniques from a time when the seller held the information. That time is over. What replaces it is something else: designing an environment in which your client decides for himself.

Eleven sessions, free and complete, each from a chapter of the book. Start at session 1, or take the question you are stuck on right now.

The eleven sessions

01Why those lists teach you nothing 02Pitching does not work any more 03Stake, trust, urgency 04SPIN, Challenger and MEDDIC 05Which objection belongs where 06Urgency without a made-up deadline 07A confirmation, not a quote 08The five steps 09A real case 10A pipeline without “warm” 11Three questions to start

Start at session 1, or take the question you are stuck on now.

Why this course exists

You don’t need better lines.

Ten lines to convince your client. Twenty answers to "it’s too expensive". You saved them and never used them.

That isn’t stupidity. Those lists give you something to do at the moment you feel powerless. But they all work on the same thing: another argument, another benefit, another reason. And that is almost never what is missing.

A decision works like fire. Three conditions are needed and they must be present at once: stake, trust and urgency. If one is missing, nothing happens. Not less. Nothing. And pushing harder doesn’t help, because you are adding heat to a conversation that has run out of oxygen.

These eleven sessions teach you to see which of the three is missing, and what to do then. Each session stands on its own, comes from a chapter of The Fire Triangle, and ends with an exercise for one conversation from your own pipeline.

The eleven sessions

  1. 01 Why those lists teach you nothingfrom chapters 5 and 6
  2. 02 Pitching doesn’t work any morefrom chapters 6 and 10
  3. 03 Stake, trust, urgency — and the sparkfrom chapters 3 and 7
  4. 04 What this means for SPIN, Challenger and MEDDICfrom chapters 8 and 10
  5. 05 Which objection belongs to which elementfrom chapters 10 to 15
  6. 06 Real urgency versus invented deadlinesfrom chapters 14 and 15
  7. 07 Stop sending quotes. Send a confirmationfrom chapter 16
  8. 08 The five steps, and the one you skipfrom chapter 17
  9. 09 The real client case, with the four emailsfrom chapters 17 and 19
  10. 10 Your pipeline without “working on it”from chapter 9
  11. 11 Three questions for the conversation that is stuckfrom the diagnosis

Where you start

Not with session 1, if you are in a hurry. With one conversation that is stuck right now.

Take one you haven’t heard from in three weeks and ask yourself three questions. Do I know what it personally gains or saves him? Does he dare take this risk, with me? And is there a reason it has to be this month and not in March?

Your work lies on the question you cannot answer.

Session 3 covers all three; sessions 5 and 6 show what to do when one of them is missing.