The Sales Trap Prevention Playbook
The sales process is full of traps. Fall into them, and your deals will stall, shrink, and die on the vine. This book is a collection of those traps: where they hide, what they sound like, and how to avoid falling in.
- 13 deal-killing traps, where they hide, and how to prevent each one
- Side-by-side talk tracks that separate losing the moment from winning it
- A practice-first approach to staying in control when the stakes are high
Why this book exists
Most deals are not lost at the close. They are lost in dozens of small moments along the way, when the conversation quietly shifts power away from sellers.
Kelvin Johnson Jr. calls these moments traps.
After tens of thousands of hours of real B2B sales conversations, one pattern kept surfacing: the same traps appear again and again, in every industry, and at every level. The reps who win are the ones who have practiced spotting and sidestepping these traps.
Perfect practice
Why perfect practice beats simply practicing more, and how to build reps that actually change what you do on the call.
Qualify and justify
How to qualify and justify every deal thoroughly enough that it cannot quietly fall apart between meetings.
The 13 traps
The heart of the book. 13 traps that cause deals to shrink, stall, or die, each with a plain-language definition, a real case study, side-by-side talk tracks, and prevention strategies you can practice.
What you'll learn
- Recognize trap language the moment it appears in a conversation
- Qualify a deal thoroughly enough that it cannot quietly fall apart
- Build a business justification that answers why now, why this, and why you
- Keep control of the conversation instead of reacting to it
- Protect momentum so deals do not stall between meetings
Who it's for
- Sales leaders and CROs tired of watching winnable deals slip away
- Reps and business development teams who want a repeatable way to prepare
- Enablement leaders looking for a practical framework to coach against
- Front-line managers who need their teams ready before the call, not after
Get your free copy of the playbook.
Download the digital playbook free, or buy the paperback on Amazon.