Coming soon
How to read true buyer intent, spot false commitment, and win the deal
The deal was decided weeks ago, in a pause you didn’t notice.
Chapter 1
Five words. A smile. A colleague nodding in the next window. I moved the deal to 90% before the call transcript finished. Three weeks later it was dead.
We should get coffee sometime!
It’s an exit coupon. A polite way to end a conversation. We all recognize it in everyday life, then forget how it works the moment a client says, “Can you send over a proposal?”
The method
The trained ability to read the gap between what a client says and what they don’t, in the moment it happens. Not from a process stage. Not from a stated answer.
A yes is an opinion. What the client does next is evidence.
Built over twenty years. Tested on the front line.
Average win rate in under a year, with five reps and no extra lead volume.
Revenue brought in.
Increase in profitability over 3 years.
Years in sales, from a furniture shop floor to Head of Sales.
“Kristian took a half-structured sales approach we had to a highly structured sales approach. Result? One of the best years in the company’s history over 15+ years.” His CEO at the time
Inside the book
Part 1 · The Player
How to spot a fake yes before it ruins your forecast
How to stop relying on scripts and read the room in real time
How to stay grounded and keep performing during a sales slump
How to eliminate neediness and control the energy of every meeting
Part 2 · The Board
How to uncover the real reason a deal died so you never waste time on ghost leads
How to measure true urgency and trust before you pitch
How to test commitment before you spend hours writing a proposal
Part 3 · The Moves
How to call out unspoken hesitations and catch objections live on the call
How to turn your champion into an internal sales rep who can convince the CFO
How to present a proposal they’re ready to approve
How to stop clients from ghosting you and revive stalled deals
How to protect your margins and stop giving away discounts to win deals
Part 4 · The Endgame
How to hire sales reps who accurately forecast their deals
How to build a sales team that closes big deals without you
How to spot the root cause of a rep’s underperformance and get them back on track
Who it’s for
You run a B2B team. The ability to read a deal is trapped in one superstar who can only say “gut feeling.” This is how you name it, teach it and scale it.
You carry a quota. Learn which buying signals are real and which are a no disguised as a polite yes, then close more of the pipeline you already have.
For teams
The ability to read a deal shouldn’t live in one superstar. Workshops, talks and team coaching built on the book.
The author
In sales since he was fourteen, starting on the floor of a furniture store. Over twenty years he has sold everything from electronics and language programs to software, coached executives for seven years and led sales teams as Head of Sales. He is the creator of Instinct Selling and lives in Copenhagen, Denmark.
Questions
Two readers. Sales leaders (Sales Managers, Heads of Sales, VPs) who run a B2B team and want an executable playbook, and sales reps who carry a quota and want to read the deal in front of them. It’s written for people selling SaaS, consulting and services.
No. It gives you the skill to know when you need a framework and, more valuable, when to ignore it. It sits at the center of everything else in the book.
Yes. If you have a playbook already, this complements it and gets more performance out of your reps. If you don’t have one, start here.
You can skip ahead to a specific technique. The tactics in Part 3 only work once you can make the read from Part 2, so read those two in order.
A customer relationship is transactional. A client relationship is long-term and protective. A client is under your protection, and you put their interests first, even if that means recommending a smaller solution or pointing them to a competitor.
Yes. Names and identifying details are changed to protect privacy, and a few minor characters are composites.
Join the waitlist and be the first to know when the book is out.