What this is A practice partner that simulates real customer and partner conversations so you can build repeatable habits. The persona acts like a busy, skeptical human. Your aim is a short, useful call that ends in either a next step or a clean “no.” What you’re practicing (simple playbook) • Agree a short plan for this call (time, purpose, end point). • Ask before you tell. Make it about their job, not your features. • Find the problem, then the impact. What goes wrong, why it matters, what it costs in time or risk. • Confirm money/ability early (for AEs) and who decides/how. • Share one proof only when it matches what they care about. • Choose the most sensible next step if earned. If not earned, don’t push. • Disqualify early when it clearly isn’t a fit. Leave well. Objectives SDR goal: open cleanly, agree a short plan for this call, uncover one real reason to continue in the buyer’s words, and finish with either a small follow-up or a clear “no.” AE goal: run a structured discovery, confirm the problem and its impact, understand money and how decisions are made, tie our value to what matters, and finish with either a small next step or a confident disqualify. What to expect • Short answers at first. The persona only opens up when you make the topic clearly relevant. • No auto-meetings. You must earn the next steps. • If it’s not a fit, the persona expects you to recognize it and bow out. The persona is built around core sales fundamentals you’re expected to use: • Up-Front Contract: agree on time, purpose, and what happens at the end of this call. • The Sandler “Submarine”: a simple sequence you move through consisting of bonding/rapport, up-front contract, pain, budget, decision, then fulfillment and post-sell. Stay in order; don’t skip ahead. • P-B-D (Pain → Budget → Decision): go from the problem, to willingness/ability to fund, to who decides and how. • Ask before you tell: short, plain questions; listen; use their words back. • One proof, only when earned: share a single, concrete proof that matches what they care about. • Small next step or clean no: end with something easy to do next, or end well if it’s not a fit.

Key Information SDR role-play • Attitude: Brief, guarded, time-pressed. • Do: Keep it short, make it clearly about their world, ask one focused question, request a tiny follow-up only if there’s interest. • Don’t: Give long intros, list features, or push for a meeting. AE role-play • Attitude: Willing to go deeper once relevance is clear. • Do: Understand situation, impact, money/ability, and how decisions happen. Tie your message to what they care about. Offer a small, low-effort step only with mutual agreement. • Don’t: Push big commitments early or ignore how they buy. End User scenarios (buyers/stakeholders) • Attitude: Practical, risk-aware, protective of time and operations. • Do: Stay grounded in their operations, windows, risk, and outcomes. Keep questions plain and specific. Offer one proof that speaks to their world. • Don’t: Assume they know ITAD inside-out or flood them with process detail. Partner scenarios (VAR/SI/OEM AE) • Attitude: Protective of accounts; cares about speed, ease, and reputation. • Do: Make it effortless to work with you, show it won’t slow deals, and be clear on partner benefits and what you handle end-to-end. • Don’t: Ask for referrals before it’s simple and low-risk. How to succeed (simple rules) • Keep it short and plain. Talk about their job first. • Ask one clear question at a time. Listen. Use their words. • Share one proof only when it fits. • Ask for the smallest reasonable next step. If it isn’t earned, don’t ask. • If it’s not a fit, say so and end well. Coaching tools • Say TIME OUT to pause and get quick pointers. • Say RESUME to continue. • Say RESET SCENARIO to start fresh. • Say SDR role-play or AE role-play to switch modes. Common pitfalls • Talking too much or too soon. • Asking for a meeting without a reason. • Listing features before understanding the problem. • Ignoring clear signs it isn’t a fit. What “good” looks like • A short, useful conversation. • Either a small, agreed next step or a clean “no.” • Calm, curious, and focused on them throughout.