4-Week Program Overview

This training is delivered over four weeks. Each week focuses on a specific part of the sales system and how it is trained, executed, and measured inside the business.

The goal is to create a simplified, prescriptive sales process that teams can be trained on and run consistently.

Week 1: Systems

Focus: Building a simplified, prescriptive sales system that can be trained.

In Week 1, we focus on systems, specifically, creating a simplified sales process that is clear, targeted, and prescriptive enough to be used for training.

This includes:

• A simplified sales process designed to be trained and reinforced
• Initial contact processes that mirror the full sales flow
• Alignment on a single sales flow used across the team

Each element of BURNS represents a defined part of the overall sales flow.

Week 2: Training

Focus: How sales training actually happens inside the business.

Week 2 focuses on training, specifically, how sales training is delivered and reinforced across different formats and environments.

This includes training in:

• Virtual environments
• 1:1 live settings
• Team-based trainings

Teams also work with practical training tools and concepts Chris uses, including:

• Sales tests
• BRP (Block Role Play)
• “Quick hitters” used for ongoing reinforcement

The emphasis is on creating training structures teams can run consistently, rather than relying on informal or ad-hoc coaching.

Week 3: Sales Flow (Part 1 & Part 2)

Focus: Executing the sales flow from first contact through selling.

Week 3 is split into two connected parts.

Sales Flow – Part 1: Front End

• Initial contact
• Follow-up
• Processes focused on getting people in the door
• What teams need to do early in the process to be successful

Sales Flow – Part 2: Intake, Dig, and Selling

• Intake conversations
• Digging and framing questions
• The importance of secondary question posturing
• Selling and overcoming objections

A key takeaway from this week is that the end of the sales process is directly correlated to the start of the process.

Week 4: Measurables

Focus: Using simple measurables to drive performance and coaching decisions.

Week 4 focuses on measurables, specifically, simple KPIs that drive real impact.

This includes:

• Leading and lagging indicators
• Simple success indicators
• Clear training levers tied to performance

These measurables are used to:

• Coach up when improvement is possible
• Coach out when standards are not being met

The goal is to give teams a clear, objective way to assess performance and take action.