Sales 101: From Insight to Outreach

• Founders lead with their solution before confirming the customer is ready to do something about their problem right now.
• Outreach feels awkward or inconsistent, so it doesn't happen with enough volume or cadence to build a real pipeline.
  

The goal of this session is to bridge the gap between customer insight and sales action — giving you the fundamentals to start conversations, handle resistance, and keep things moving.

• How to move from "I understand your problem" to "here's why you should act on it now", and why that shift is harder than it sounds.
• The basics of change management in sales: why awareness of a problem doesn't automatically create urgency to solve it, and how to work with that reality.
• How to build outreach habits, cadence, volume, and multi-threading, that open doors without feeling pushy.

• So What? Exercise: Share the problem you believe you solve, then have the room push back — again and again — until you land on a statement that's genuinely compelling enough to make someone take a meeting.
• Write Your Outreach Script: Draft a personalized outreach message grounded in your customer's reality and, time permitting, share it with the group for feedback.
• Set Up Basic Pipeline Tracking: Walk away with a simple system for logging follow-ups and keeping yourself accountable to next steps.

✔ A sharpened value statement that moves beyond the problem and into the case for action.
✔ A first-draft outreach script you can send this week.
✔ A basic pipeline tracking setup so your early sales efforts don't fall through the cracks.

• Founders coming out of customer discovery who are ready to start having sales conversations — but aren't sure how to make that leap.
• Early-stage entrepreneurs who find outreach uncomfortable and want a practical, repeatable approach.
• Founders who can clearly articulate the problem but struggle to get customers to commit to doing something about it.

Date: June 17, 2026 

Time: 6:00 – 8:00 PM 

Location: In-Person at the Platform Innovation Centre

This workshop is co-created and facilitated by experienced entrepreneurs and operators who have built and scaled real businesses. Their combined expertise ensures the session is practical, actionable, and grounded in real-world founder challenges.

Trevor is a fractional sales and marketing leader with over 25 years of experience helping early-stage companies build sales systems, sharpen go-to-market strategy, and generate revenue. He has coached more than 50 startups through accelerator programs and brings firsthand founder experience as the co-founder of a mobile startup he successfully scaled and exited.

👉 Discovery gets you to the door. Sales gets you in the room.

Know what’s Happening Next — before everyone else does.

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Host or Publisher Platform Calgary