About this Event
Without a clear approach to early sales conversations and outreach, even well-validated ideas struggle to gain traction:
- Founders lead with their solution before confirming the customer is ready to do something about their problem right now.
- Outreach feels awkward or inconsistent, so it doesn't happen with enough volume or cadence to build a real pipeline.
The goal of this session is to bridge the gap between customer insight and sales action — giving you the fundamentals to start conversations, handle resistance, and keep things moving.
🧠 What You'll Learn
- How to move from "I understand your problem" to "here's why you should act on it now", and why that shift is harder than it sounds.
- The basics of change management in sales: why awareness of a problem doesn't automatically create urgency to solve it, and how to work with that reality.
- How to build outreach habits, cadence, volume, and multi-threading, that open doors without feeling pushy.
🛠 What You'll Do
- So What? Exercise: Share the problem you believe you solve, then have the room push back — again and again — until you land on a statement that's genuinely compelling enough to make someone take a meeting.
- Write Your Outreach Script: Draft a personalized outreach message grounded in your customer's reality and, time permitting, share it with the group for feedback.
- Set Up Basic Pipeline Tracking: Walk away with a simple system for logging follow-ups and keeping yourself accountable to next steps.
🎯 What You'll Walk Away With
✔ A sharpened value statement that moves beyond the problem and into the case for action.
✔ A first-draft outreach script you can send this week.
✔ A basic pipeline tracking setup so your early sales efforts don't fall through the cracks.
👥 Who This Is For
- Founders coming out of customer discovery who are ready to start having sales conversations — but aren't sure how to make that leap.
- Early-stage entrepreneurs who find outreach uncomfortable and want a practical, repeatable approach.
- Founders who can clearly articulate the problem but struggle to get customers to commit to doing something about it.
📅 Event Details
Date: June 17, 2026
Time: 6:00 – 8:00 PM
Location: In-Person at the Platform Innovation Centre
🤝 Co-Created & Facilitated By
This workshop is co-created and facilitated by experienced entrepreneurs and operators who have built and scaled real businesses. Their combined expertise ensures the session is practical, actionable, and grounded in real-world founder challenges.
– Fractional Sales Executive & Startup Coach
Trevor is a fractional sales and marketing leader with over 25 years of experience helping early-stage companies build sales systems, sharpen go-to-market strategy, and generate revenue. He has coached more than 50 startups through accelerator programs and brings firsthand founder experience as the co-founder of a mobile startup he successfully scaled and exited.
👉 Discovery gets you to the door. Sales gets you in the room.
Event Venue & Nearby Stays
Platform Innovation Centre, 407 9 Avenue Southeast, Calgary, Canada
CAD 28.07
