step 3 · build the sales engine

sales assets & collateral

Sales Assets turns your positioning into the things you actually sell with: a pitch deck that tells your story instead of listing features, case studies that make your proof repeatable, and a proposal that turns a yes-in-principle into a signed deal. Perfect positioning is wasted in a Frankendeck — this is where the message becomes the materials.

is this you?

You have the words — the positioning, the ICP, the message — but you walk into pitches with a deck stitched together from old slides, proof that lives in your head as half-remembered anecdotes, and a proposal you rebuild from scratch every time. The message is right; the materials that carry it are not, so the deal leaks between a good conversation and a signature.

deliverables

Six things you walk away holding, each a real artefact you can use, not a slide (well — some of them are slides, but the good kind). These are your selling tools — what you actually reach for to move a deal from a first conversation to a signature.

• Pitch deck: your sales narrative as slides on the proven eight-beat structure — the problem, who has it, what it costs, why the usual fixes fall short, what has changed, how you work, your proof, your price — built from your positioning so it tells a story a buyer follows, not a feature list they skim. Built as a living product you keep iterating (updated the moment an objection or a new proof point lands), and personalised to each buyer so it works as a diagnostic, not a generic pitch.
• Case study kit: your wins turned into a repeatable proof format (the situation, what you did, the result), so proof stops being an anecdote you half-remember and becomes an asset you send.
• Proposal: the document that makes the case to buy — the problem, what you deliver, the outcome, the price — written to your positioning, so you stop rebuilding it per deal.
• Close kit: the tools that turn a verbal yes into a signature — the SOW/scope (assembled fast from our own scoping blocks), plus the order form, the next-steps and a simple mutual action plan — so the deal does not go cold in the gap between “sounds good” and “signed.”
• One-page leave-behind: the single page a champion forwards internally to the people you never get in the room with, so your case survives the meeting you were not in.
• Design brief: the handoff that gets the deck and the rest built to a real visual standard by your designer — so “we do the narrative, you do the polish” comes with the spec that makes the polish easy, not a vague ask.

Sign-off is behavioural, not a handover. It is done when you can run a full pitch off the deck and send a proposal the same day, without rebuilding either.

how it works

The assets are built from your positioning, not designed in a vacuum. The deck is your message as a narrative; the case studies are your proof structured to repeat; the proposal is your offer made easy to say yes to. We build the narrative, the structure and the copy — the part that makes them work; heavy visual design, if you want it, sits with you or your designer. The asset is only ever as good as the positioning under it, which is why this comes after the message is settled. The deck in particular is built on the founder-led sales method (Kazanjy): a master deck holding every angle, and a send version forked per deal and personalised with the buyer's own numbers, so it disqualifies the wrong prospect early and reads as a diagnostic rather than a brochure.

routing

Mechanical (lean). You are naming exactly what you want — a deck, case studies, a proposal — a clear enough brief to start building from, rather than a symptom we would need to trace back to its cause first.

where it fits in the build

Sales enablement — the bridge between your message and your sales system. Positioning gives you the words; this gives you the materials that carry them into the room. It equips the founder, or a first sales hire, to sell the same story every time instead of improvising the pitch and the proposal deal by deal.

built to run on your AI

The assets ship built from your Context Pack, and your AI can spin up new decks, fresh case studies and tailored proposals to the same positioning and voice — so the next pitch or a new proof point never starts from a blank page. offer.md and voice.md do the heavy lifting; your AI keeps the materials on-message as your deals evolve.

who attends

The founder, plus anyone who will pitch or send proposals (a first sales hire, say). It is your story and your proof, so you lead it; bringing the next person in is how the assets get used the same way by someone other than you.

how the engagement runs

Five weekly sessions, a week apart so each asset is tested in a real pitch or proposal before the next is built. The £2,000 is fixed for the work, not billed by the session.

• Session 1: pitch deck. The sales narrative built from your positioning on the eight-beat structure.
• Session 2: case study kit. Your wins structured into a repeatable proof format you can send.
• Session 3: proposal. The document that makes the case to buy, written to your positioning and your pricing.
• Session 4: close kit. The SOW/scope plus the closing paperwork — order form, next-steps, a simple mutual action plan — so a verbal yes becomes a signature instead of going cold.
• Session 5: leave-behind, design brief and lock. The forward-able one-pager, the design brief that gets it all built to standard, and a pass over the set against a real deal so it holds up in the room.

We run these about a week apart on purpose, so each piece gets tested against a real pitch before we build the next on top of it. Working this way keeps the work sharp and built around where your business actually is, not where a plan assumed you would be.

what you need first

• Positioning locked. The assets are a translation of your positioning, so this needs the Messaging box settled first — build the deck on unclear positioning and you get a polished version of the wrong pitch.
• Your real wins, so the case studies are built from proof that actually happened: the deals, the results, and access to what was said (call transcripts — Granola, Fireflies, even Microsoft Teams, Zoom or Meet — most founders already have a source, so this is rarely a hurdle).
• Your current deck and proposal, if you have them, so we sharpen what works rather than start cold.

comes before

The sales conversations themselves. The deck, the proof and the proposal are what you carry into every pitch and what your sales system works deals with — they do not lead into another box, they equip the ones you already have.