🛠️ enablement guide

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Hiring exercises that reveal quick outcomes

Nate Nasralla discusses an effective hiring process for potential AE candidates that doubles as coaching - providing you signals on adaptability, messaging, and follow-ups:

Step 1: Pick customer stories

Don’t base your tests on hypotheticals.

Utilize standard accounts as your basis.

📌 Example:

“Acme Corp bought because they needed to cut onboarding time by 50%.”

📌 Candidates must uncover why and establish rapport with discovery.

This tests if they’re listening and can identify all problems.

Step 2: Send call transcripts

Give them short snippets from actual prospect calls.

❖ A clip where a CFO says, “We’re cutting budget this quarter.”

❖ A prospect asking, “Why not just keep using Excel for data?”

❖ A discovery where the seller misses reading buying signals.

See if candidates treat prep seriously like they're getting deals.

Step 3: Run discovery + 60-second demo

Ask them to run a 5–7 minute discovery, then a micro-demo presentation.

🔑 Example discovery question:

“How are you dealing with compliance reviews? What happens if deadlines slip?”

🔑 Example demo pivot:

“You mentioned reports take 10+ hours. Here’s how our workflow cuts that to 2.”

You’re testing for connection, not perfecting everything out.

Step 4: Real-time feedback

After the first round, stop and coach them.

✔ Provide actual feedback like:

“You didn’t explore budget authority enough to probe.”

“You kept pitching features instead of focusing on pain.”

✔ A strong candidate leans in and says:

“Got it. Let me try things differently next time.”

✔ A weaker candidate repeats the same patterns.

Primary signal: Are they coachable in real time?

Step 5: Try with customers

Switch personas to see if they’re adapting.

• First run: You’re playing as the Head of Business Ops.

• Second run: You’re the CFO asking hard ROI questions.

Does the candidate…

🎤 Change language to match the personas?

🎤 Drop features and make business cases?

🎤 Improve with feedbacks, or get defensive?

This shows how quickly they’ll ramp in your org.

Step 6: Experiment follow-ups

Ask for a post-call email or message based on their discovery.

➔ Strong example:

“Hi Taylor. You mentioned compliance prep eats up 10+ hours per month, delaying launches. Here’s a 1-pager showing how we helped Acme cut that to 2 hours, saving $40K in additional staff time. Worth a 15-min review with your Ops lead?”

➔ Weak example:

“Just following up on our chat. Let me know if you’d like a demo.”

Build your sales culture where outbound works

Kyle Ancelin makes this distinct: outbound fails because leadership is missing, not because your sellers are lazy. When outbound lacks structure, the pipeline dries up instantly:

Step 1: Appoint outbound leaders

👉 Outbound needs ownership - VP of Sales, or senior AE.

👉 Without someone in charge, outbound becomes everyone’s job.

Example: A startup brought in a fractional VP. Within 60 days, they redefined their ICP and doubled response rates, with the same reps.

Step 2: Define the motion clearly

Answer these questions:

➤ Who are we targeting?

➤ What’s our message?

➤ What’s the sales cadence?

Examples:

 ✅ ICP = CFOs at Series B SaaS companies with 50-200 employees

 ✅ Message = “You mentioned audits take 40+ hours. Here’s how we cut that in half.”

 ✅ Cadence = 15 touches over 18 days across email, phone, and LinkedIn

Step 3: Track the right metrics

Volume isn’t enough. Smart leaders track

• Response outcomes: Did the message land?

• Meeting quality: Are the right people in the meeting?

• Demo conversion: How many meetings advance?

Example: Sellers realized response rates were fine (8%), but demo conversion was only 2%.

The problem wasn’t volume - it was poor discovery and qualification.

Step 4: Coach weekly, not quarterly

Coaching isn’t “hit quota harder”, it’s about refining strategies.

📌 Shadow 3 calls weekly, and provide real-time feedback

📌 Practice handling objections: “Budget is frozen - what do you say?”

📌 Share winning emails and break down why they’re working

Example: A team boosted meeting-to-opportunity conversion by 20% after sales leaders started weekly “call review” sessions.

Step 5: Build a culture of ownership

Outbound isn’t just grunt work.

Treat prospecting like a craft.

✱ Reps set personal goals beyond call volume:

“Book 2 qualified CFO meetings this week”

✱ Celebrate quality wins, not just volume

✱ Encourage reps to suggest message tweaks

Example: One team created a “best email of the week” contest. Within a month, response rates doubled because reps were constantly improving.

Revenue problem involves horrible targeting

Marcus Chan breaks down why most sales “performance issues” are really process leaks. Here’s exactly how to fix your business problems with sharper targeting execution:

Leak #1: Your ICP is fuzzy

Reps chase anyone because targeting is vague.

• Marketing wants “more leads,” so they cast wider nets

• Sales seeks “more opportunities,” and qualifies loosely

• Leadership accepts both for more pipeline coverage

That’s how 60% of your pipeline ends up worthless.

Actionable fixes:

✔ Write down your last 10 closed deals. List primary traits (industry, budget ranges, job titles, deal cycles) → that’s your actual ICP standard

✔ Use a disqualification checklist: If they lack budget, authority, or urgency, the deals doesn’t enter the pipelines

✔ Remove forecasted opportunities that don’t meet ICP criteria even if the pipeline shrinks

Leak #2: Your demo is generic

Reps default to showing product features.

Sellers think more slides = better chances.

In reality, excessive features kill urgency.

Actionable fixes:

💡 Begin the demo with problems, not the product

“You told me audit prep eats up10+ hours a month. Let me show you how that changes.”

💡 Spend the first 20 minutes on their pain, the last 20 on 3 features solving that problem

💡 Create 3 demo tracks based on ICP segments (e.g., CFOs, Heads of Ops, IT) instead of generic presentations

💡 Always end with impact:

“By not fixing this, you’ll delay your launch by 3 months and lose $250K.”

Leak #3: Your champions ghost

Your champions didn’t lose interest - they struggled to resell your solution internally.

Actionable fixes:

📌 Practice the internal pitch with your champion.

Ask: “What tough questions will your CFO or IT leader ask? Let’s prep answers together.”

📌 Provide business cases they can forward internally. Include ROI, cost justification, and competitor comparisons

📌 Build “objection cheat sheets” your champion can use in the room:

“Do we really need this now?” “What about [competitor X]?”

📌 After demos, schedule prep calls before the internal meeting. Never let your champion go in alone without support

The VP who addresses these issues keeps their job.

The one who just trains harder might get replaced.

TO-GO

Harry Monkhouse: Scorecards that pushes quarterly reviews

Chris Ritson: Power of sellers asking better questions

Aaron Margolis: Trade waiting for sales momentum

Patrick Trümpi: Leaders know more by getting pitched