The Setup
NCI was a fitness nutrition certification business with a strong product and a stalled sales engine. Close rates were sitting around 22%. The pipeline was full. The math wasn't working.
The Install
Built and installed the Proposal-to-Close mechanic across the entire sales team. Five stages, defined inputs and outputs, owned by team members, not by the founder. Discovery and Diagnosis were separated for the first time. Proposals became standardized. Objection handling became a documented step, not a personality trait.
The Result
- · Close rate moved from 22% to 41% over 12 months
- · $10M annual run rate built over 24 months
- · Year two: the team, not the founder, closed every late-stage deal
- · Embedded with the Acquisition.com team during the PE diligence cycle
The Principle
Proposal-to-Close is a mechanic. It runs on documentation, not charisma. Once it ran, the founder's calendar emptied and the revenue compounded.