CxOPack
KIT · 04 / 05

Sales Kit

ICP that disqualifies. Outbound that replies. Discovery that closes.

The Sales Kit is built on the assumption that solo-founder sales problems are 80% ICP problems and 20% execution problems. It forces you to name who you won't sell to, writes outbound that passes the 3-second test, and runs your discovery calls so you listen 70% of the time. No fluff, no 'synergy,' no meetings by week 1.

#1. Review, plan, brainstorm

This is the most diagnostic kit of the five. Answer these before installing. If you can't, that's exactly what you need to fix first.

Answer these first

  1. Who are your 3 best customers? Not highest-paying — most successful. What 3 things do they have in common?
  2. Before a customer bought from you, what were they doing instead? (The real alternative — not a competitor logo on a G2 grid.)
  3. Name 3 people or companies you've sold to who churned / complained / were painful. What's the common pattern?
  4. How many cold emails have you sent in the last 30 days? What's the reply rate? (Don't guess. Count.)

Brainstorm prompts

  • If you could only sell to one type of company for the next 12 months — company size, industry, stage — which would it be? Why?
  • What's the 'compelling event' in your best customers' lives that made NOW the time to buy? (A hire? A launch? A failed quarter?)
  • What would you stop saying in your sales pitch if you could never say 'best-in-class' again?

#2. Connect MCPs and tools

Install these MCP servers (or their equivalent integrations) to make the Sales Kit 10× more useful. Not all are required — pick the top 1–2 to start.

HubSpot / Pipedrive / Attio

pipeline-review reads live deal stages. cold-outbound writes follow-ups against activity history.

Docs
Apollo / Clay

cold-outbound pulls enrichment: company size, tech stack, recent hires — the 3 specifics every message needs.

Docs
LinkedIn Sales Navigator

ICP + personalization hooks come from here. The skill reads recent activity to build the opening line.

Docs
Gmail / Outlook

Outbound drafts are written directly to your drafts folder — you review + hit send.

Docs
Calendly / Cal.com

discovery-script reads the prospect's booking context (role, company, stated reason) so you walk in prepped.

Docs
Don't have MCP set up yet?
MCP is the Model Context Protocol — Anthropic's standard for letting AI tools read from your software. Install guides: Claude Code MCP setup. ChatGPT uses Actions (OpenAPI) instead of MCP — same capabilities, different protocol.

#3. Define your cadence

The Sales Kit works because you run it consistently. Block the weekly ritual in your calendar now — even 15 minutes, non-negotiable, beats 2 hours every 3 months.

Daily

  • Morning·30 mincold-outbound
    Send 5 personalized cold emails using the cold-outbound skill. Every message = 3 specifics.

Weekly

  • Friday·15 min
    Pipeline review. Kill any deal >45 days old with no movement. No exceptions.

Monthly

  • Last Thursday·45 minicp-workshop
    ICP refresh. Did your customer base shift? Are the disqualifiers still right?

Ad-hoc

  • Before every discovery call·15 mindiscovery-script
    Generate the call script. Frame → Pain → Stakes → Buying process → Fit → Next step.

#4. Use the skills

Every asset in the Sales Kit — with when to trigger it, the exact step-by-step, an example in/out, and the common pitfalls. Read them once; refer back as you run the cadence.

icp-workshopSkill
Trigger
"define my ICP" / "who should I be selling to"
When to use
Once, on install. Then every quarter. Also any time your close rate drops.
Step-by-step
  1. The skill asks 5 questions — one at a time, won't move on until you answer concretely.
  2. Question 1: your 3 best customers, what they have in common. Question 2: their trigger event. Question 3: their alternative. Question 4: willingness to pay anchor. Question 5: disqualifiers.
  3. Output: a 1-page ICP doc with hard disqualifiers, willingness-to-pay anchor, top 3 channels to find them.
Example input
"3 best customers: all B2B SaaS, €500k-€5M ARR, 3-15 people, already using Stripe, CEO was technical."
Example output
ICP: 'French or EU-based B2B SaaS, €500k-€5M ARR, 3-15 staff, Stripe users, technical CEO — buying during or just after first outbound hire.' Disqualifiers: <€500k ARR (too early), 20+ staff (not our buyer), non-technical founder (longer sales cycle). Channels: LinkedIn search + a handful of FR/EU solo-founder communities.
Pitfalls
  • If you name 3 ICPs, the skill will force a ranking. Pick one for the next 90 days.
  • Skip the disqualifier question → skill will refuse to output.
cold-outboundSkill
Trigger
"write an outbound sequence" / "help me do cold email"
When to use
Daily — for 5-10 emails. Fresh-prospect batch at a time. Not mass-spray.
Step-by-step
  1. Give the skill your ICP doc + a prospect list (names, companies, LinkedIn URLs).
  2. For each prospect, the skill pulls 3 specifics: a recent action (post, hire, launch), a tech choice, a public metric.
  3. Writes a 4-message sequence: D0 (60 words), D3 (50), D7 (35 soft breakup), D11 (30 hard breakup).
  4. Every message passes the 3-second test. No 'hope this finds you well', no 'quick question'.
Example input
"Prospect: VP Eng at SmallSaaS, just posted on LinkedIn about hiring their first head of sales. €2M ARR, Stripe user."
Example output
"Subject: head of sales #1 — Saw you're hiring your first head of sales. We help post-€2M SaaS sellers hit quota 40% faster by automating outbound. Happy to share how Loom founders did it in month 2?" — 47 words, 3 specifics, 1 yes/no ask.
Pitfalls
  • If you can't find 3 specifics on the prospect in 2 minutes, you're prospecting in the wrong segment — stop and re-run ICP.
  • Don't modify outputs to add 'I hope this finds you well' — you'll make it worse.
discovery-scriptSkill
Trigger
"prep my call" / "discovery script"
When to use
Before every discovery call. 15 minutes pre-call.
Step-by-step
  1. Feed prospect name, company, role, stated reason for the meeting.
  2. The skill builds a 45-min script: 0–5 frame, 5–20 pain, 20–30 stakes, 30–38 buying process, 38–43 fit, 43–45 next step.
  3. Includes the listening targets (must hear: quantified pain, urgency driver, buying process).
  4. Reminds you to count to 3 after each question. Silence is a tool.
Example input
"VP Sales at 40-person SaaS, booked a demo after reading our positioning post, said they're losing deals to Gong."
Example output
Script: Open with "walk me through a deal you lost to Gong in the last 30 days." Pain targets: deal size, # lost this quarter, what Gong has that we don't. Stakes question: "what happens if this pattern continues for 2 more quarters?" Next step: demo with their 2 reps.
Pitfalls
  • Don't pitch in the first 30 minutes. The skill literally removes pitch language from the script.
  • If the prospect asks for a demo in the first 10 min, push back: 'Let me understand the pain first.'
objectionsSkill
Trigger
"how do I handle [objection]" / prepping a close call
When to use
Before or during any deal with an objection.
Step-by-step
  1. Identify which of 20 canonical patterns.
  2. Surface the real question underneath (often not what they said).
  3. Peer-tone response in the founder's voice.
  4. Qualifying follow-up that forces commit or disqualify.
Example input
"'It's too expensive'"
Example output
Real question: 'Will this justify to budget owner?' Response: 'Compared to what? Right now you're paying in dollars or paying in <cost>.' Follow-up: 'If price weren't the issue, would you move forward?'
Pitfalls
  • Responding to the literal objection, not the real question.
  • Discounting as first concession.
proposalSkill
Trigger
"write the proposal" / after a discovery call
When to use
Within 48h of a promising discovery call.
Step-by-step
  1. Require discovery notes.
  2. 'Why we're here' using customer's language + direct quote.
  3. Map outcomes to deliverables. Timeline table. Who-does-what table.
  4. Measurable success criteria. One price. One next step with date.
Example input
Acme discovery notes
Example output
2-page proposal with customer's own pain words, 3 outcomes → 3 deliverables, 4-week timeline, success: 'X% by day 60 or extension free,' €12k fee, signed by Friday → kickoff Monday.
Pitfalls
  • 'About us' section.
  • Template language that'd fit any customer.
  • No follow-up cadence planned.
pipeline-reviewSkill
Trigger
"review my pipeline" / Friday cadence
When to use
Every Friday, 15 min, no mercy.
Step-by-step
  1. Per deal (60s): stage change with evidence? next step + date? blocker?
  2. Kill list: no next step + date, OR >45d no movement.
  3. Next week focus: 3 deals max.
  4. Count leading indicators.
Example input
(runs against CRM MCP)
Example output
12 active → 9 post-kill. 3 focus. Leading: 42 emails, 6 discoveries, 3 proposals, 1 won. Weighted pipeline €48k.
Pitfalls
  • 'Let's see if they come back' → they won't.
  • Moving stages on good vibes.
Your first win
Run the ICP workshop today. Write the 1-pager. Disqualify 3 deals in your current pipeline that don't fit. Your close rate goes up next week.