the empty chair on every sales call

I sat in the rooms that took Outreach to $250M ARR.

I studied $Ms in closed deals after.

I still close my own deals every week.

Tell me what I noticed

It wasn't a better pitch.

A better discovery framework.

A tighter demo.

Every call I've ever run had an empty chair in it.

The person who signs the check.

And the recap email you sent after the call?

It was written for the people who were there.

Past tense. A transcript to manners.

The sellers who close write for the chair that was empty.

Four documents.

I'll give you a taste.

Document one is the executive summary.

I used to write mine at 9pm. Six hundred words. Every feature they asked about.

I thought that was the job.

Here's what I didn't get for years at Outreach.

Your champion doesn't get a meeting with the VP.

They get ninety seconds in a hallway.

Whatever fits in ninety seconds IS your pitch upstairs.

So now it's one page.

Headline: their problem, their words. Not my product name.

Three proof points. Each one a number.

One ask. With a date.

Test: could the champion read it aloud in an elevator before the doors open?

If not. Cut it until they can.

That's document number 1. The Hallway Version.

And honestly... it's the easy one.

The other 3 are where it gets spicy amigooooosss.

One of 'em is the document almost nobody actually writes.

And it's the only thing that beats the competitor you're really up against (hint: it isn't a competitor).

Another is why proposals get negotiated instead of signed.

And the one change that flips it.

The last one?

It's the difference between a deal and a hope. Two words. Every line.

I put all four into a video. Every document. Plus a 10-minute check you can run on your five most stalled deals, alone or with your whole team.

Watch it here →

Tell me which document your pipeline is missing by replying to this email.

Talk soon,
Andy "Empty Chair" Mewborn

P.S. If you watch it and you're sick of deals dying in a room you never see. Bring one open deal and build the 4 documents here using our templates: https://www.distribute.so/templates You keep the four either way. If you want the system that produces them off every call, that's the conversation.