Demo to Close

I help AEs and B2B SaaS companies book more demos. run demos. convert demos by focusing on 3 Ps.

PROCESS:
✅ Improving sales hiring and onboarding process.
✅ Prospecting, Discovery, Demo, and Follow-Up Strategy
✅ Sales funnel, email, and CRM audits

PLAYBOOKS:
✅ Building a custom sales playbook
✅ Writing cold email sequences 
✅ Building talk tracks in call recording software

PEOPLE:
✅ 1:1 and group coaching & advisory
✅ Custom sales workshops
✅ Deal and follow-up reviews

Founder

FDTC University

From Demo To Close University (FDTCU) is a 12-month sales coaching program for SMB & MM AEs who want to 2X their quota without using high-pressure sales tactics by nailing their discovery, demos, and follow-ups.

Sales Coach

DoorLoop

DoorLoop hired my company, FDTC, to help them grow revenue and ramp up salespeople faster by:
✔️ 1:1 call coaching with AEs
✔️ Building a custom sales playbook
✔️ Advising founders on top-of-funnel strategies
✔️ Improving sales hiring and onboarding process.
✔️ Writing cold email sequences in Outreach.io
✔️ Building talk tracks in call recording software
✔️ Providing custom monthly sales workshops
✔️ Deal strategy and follow-up improvement
✔️ Improving comp model for AEs
✔️ Group call coaching with AEs

Sales Coach & Consultant

Techstars Atlanta

Entrepreneur in Residence

Twain

Product Advisor

GorillaDesk

Vajro

Helping the team at Vajro with:
→ GTM sales process/playbook
→ Outbound motions and messaging
→ LinkedIn social selling strategy
→ Marketing

Strategic Advisor

SixFigures

SixFigures is the premier organization for sales education. Based in Tel Aviv we help the start-up nation scale, and scale careers in the process.

Sales Instructor & Mentor

SaaS Talks: From Lead to Close

SaaS Talks: From Lead to Close is a short-form audio SaaS sale podcast sharing common challenges, and strategies to close more of your deals from the moment they reach your pipeline. 

You'll learn how to:
💸 Schedule more demos
💸 Build a bigger pipeline
💸 Close at least 50% of your demos. 

Every episode will be short and to the point so you don't have to waste time listening to sales fluff.

→ Each episode is less than 10 minutes and cuts out ALL of the fluff. I post an episode 5 days/week.
→ Also includes monthly specials with guests like Nick Cegelski, Collin Mitchell, Ethan Parker, and more!
→ GO HERE TO LISTEN: https://anchor.fm/saastalks

💯 Now you can listen to it during your bathroom breaks, in-between meetings, or anytime you want!

Creator 

Techstars

Mentoring startups in a remote-first environment, I support their strategy, offer firsthand experience, and guide their growth. Since 2006, Techstars has worked with startups across a range of verticals, from aerospace to finance, logistics, and retail, connecting them to a network of successful mentors and partners. Each year, Techstars chooses over 500 early-stage companies to join one of their 3-month, mentorship-driven accelerators, investing $120K and providing hands-on mentorship and access to the Techstars network for life.Mentoring startups in a remote-first environment, I support with their strategy, offer firsthand experience, and guide their growth. Since 2006, Techstars has worked with startups across a range of verticals, from aerospace to finance, logistics, and retail, connecting them to a network of successful mentors and partners. Each year, Techstars chooses over 500 early-stage companies to join one of their 3-month, mentorship-driven accelerators, investing $120K and providing hands-on mentorship and access to the Techstars network for life.

Startup Mentor

Founder @ FDTC → I help startups go from $100K-$15M by improving sales processes, playbooks, & people → Building the #1 SaaS sales coaching program for AEs → Featured in Techstars & Sales Hacker → #helpmedontsellme

It was Monday morning, 11 AM when I went to my boss and said, “I’m sorry, this job, sales...it’s not for me” and I left.

That was 13+ years ago.

At 22 years old I landed my first real job fresh out of college ready to be a “career person.”

I crushed the interview.

But when I came into work for my first day at 10am, I quickly realized that I was scared sh**less of sales, and quit within the first hour.

For the next 3 years, I had PTSD and avoided sales like the plague.

I played it safe and stayed in my comfort zone.

No sales-related stuff whatsoever.

I lost my confidence and ambition. 

I missed career opportunities and wasted away my early 20s.

Fast forward to present day:

I'm a former 2X VP of Sales who took 1 startup from $0 ARR to ≈ $10M ARR in 4 years, and another from $1.5M to ≈ $4.6M ARR in 18 months.

I now teaching SMB AEs and teams how to be top sellers, make higher 6-figures, and get promoted through repeatable systems and playbooks.


Want to learn more? Book a clarity call: https://calendly.com/fdtc/30min 


P.S.⚠️ Grab my top (FREE) 24 discovery questions 6,000+ salespeople are using: https://bit.ly/4d3B2sl


Otherwise, you can find me here:
► YouTube: https://www.youtube.com/@demotoclose
► iTunes: https://apple.co/3Fome9g | Spotify: https://spoti.fi/408V0LS
► Twitter: https://twitter.com/@mistamor

The $15K/month SMB AE's Calendar: Screenshot This Daily Schedule

I asked one of my top performing AEs I coached to share his exact daily schedule.

They’re averaging $15K+ per month consistently.

Here's his hour-by-hour breakdown:

6:00-8:00 AM: Morning Routine 
→ Gym/walk or read a bit 
→ Coffee/breakfast + be present with family 
→ No phone, no distractions


8:30-11:30 AM: POWER HOURS (Outbound Only) 
→ Cold Calls/emails + LinkedIn outreach 
→ Follow up outreach on yesterdays leads 
→ No emails, no Slack, no meetings


12:00-1:00 PM: Lunch + Admin 
→ Take a walk / lunch
→ Respond to emails 
→ Schedule follow-ups 
→ Update deal stages


1:00-4:30 PM: Meetings Block 
→ Discovery calls 
→ Demos
→ Follow-up calls 
→ Follow up on open deals


4:30-5:30 PM: Follow-up + Planning/Admin
→ Send recap emails
→ Update CRM 
→ Review pipeline for the next 2 days 
→ Plan tomorrow's outbound list

Your calendar reveals your priorities.

If you're not intentional about time blocks, you'll default to whatever feels urgent instead of what drives revenue.

Screenshot this schedule.

Adapt it to your situation.



P.S. If you liked this, you'll love the sales/process playbooks I send every Monday morning to 6.6K+ AEs: https://lnkd.in/dkuDYfnn

P.P.S. If you want to work w/ me 1:1 to transform your sales process, confidence, and career, DM me or book a clarity call.

Mor Assouline

It was Monday morning, 11 AM when I went to my boss and said, “I’m sorry, this job, sales...it’s not for me” and I left.

That was 13 years ago.

At 22 years old I landed my first real job fresh out of college ready to be a “career person.”

I crushed the interview.

But when I came into work for my first day at 10am, I quickly realized that I was scared sh**less of sales, and quit within the first hour.

For the next 3 years, I had PTSD and avoided sales like the plague.

I played it safe and stayed in my comfort zone.

No sales-related stuff whatsoever.

I lost my confidence and ambition. 

I missed career opportunities and wasted away my early 20s.

Fast forward to present day:

🎯I’m a 3X VP of Sales for early-stage SaaS startups.
🎯 I've built sales playbooks and repeatable sales processes.
🎯I’ve built & scaled GTM sales teams from scratch, trippling ARR in 12 months for 2 of them.
🎯I’ve trained AEs to quickly ramp up and consistently close 60-80% of their sales demos.
🎯I’ve reduced average sales cycles from 75 days to 25 days in 3 months.
🎯I've demoed and closed major brands like 👉 Ikonick, Fanjoy, and more.


I help early-stage SaaS startups grow revenue by improving their GTM sales playbooks, people, and processes.

I do this by co-piloting their sales enablement, training, and coaching:

PROCESS:
✅ Improving sales hiring and onboarding process.
✅ Prospecting, Discovery, Demo, and Follow-Up Strategy
✅ Sales funnel, email, and CRM audits


PLAYBOOKS:
✅ Building a custom GTM sales playbook
✅ Writing cold email sequences 
✅ Building talk tracks in call recording software

PEOPLE:
✅ 1:1 and group coaching & advisory
✅ Custom sales workshops
✅ Deal and follow-up reviews


🟢 For SaaS startups ➡️  demotoclose.com
🟢 For AEs ➡️  fdtcuniversity.com

If you want to chat, shoot me a DM ✌️


Otherwise, you can find me here:
► YouTube: https://youtube.com/@fromdemotoclose
► iTunes: https://apple.co/3Fome9g | Spotify: https://spoti.fi/408V0LS
► Twitter: https://twitter.com/@mistamor

Founder @ Demo to Close / Sales trainer & coach for SMB & MM AEs and SaaS companies that want to sell better & close larger deals / 2X VP of Sales / Unseller

I don’t talk much about my personal life or my business on Linkedin, but here are a few updates:

(1) Onboarded a bunch of new AEs for my 1:1 coaching program from companies like:
- Salesforce
- Hubspot
- Procore
- Deel
- and more

AEs I’m coaching are hitting quota for the first time, surpassing their quarterly and yearly targets from last year, getting promoted to MM and ENT. 

Will share more posts about their wins more often.

(2) Aside from coaching AEs/SDRs, I started coaching CSM + AMs now since that’s in high demand to teach people how to upsell/cross sell. 

Just ran a training sesh this week for 12+ CSMs at a series B company who raised over $100M.

(3) All in on personal growth and mindset. Training my mind and reprogramming my belief system (can't live without this). 80% of the success is this (and coaching others how to unlock this inner power).

(4) Dedicating more time to grow my relationship with God. As an Orthodox Jew, I learn Torah every day and deliberately medidate on God and his involvement in my life.

(5) Starting to have convos about bringing in my first hire for the business-people are succeeding and demand is growing.

(6) Took control over my calendar and dedicate days to work ON the business.

(7) Finally upgraded my office desk to a stand up desk.

(8) Got an in-office treadmill to go along with it and getting more steps in.

(9) Already have my pull up bar and bands set up, but doing more workouts with it.

(10) Eating clean. I cut out bread, pastas, pastries etc. 

(11) After living in a 2 bedroom apt with 3 kids, finally moved into a house. Was able to teach my kids how to ride their bikes without training wheels.

(12) Upgraded to a Mac after 20+ years of using a P.C. (I'll never go back to PC).

(13) Journaling every day before work. This is a non negotiable. 

(14) Reinvesting into coaches and mentors every single year. Can't believe I waited so long to pay someone who's smarter than me to show me 5-10 steps ahead.

As I look back, so much of these wins/updates came from being beaten down.

For so long I was my worst enemy, constantly self sabatoging my success, comparing myself to others, and playing victim mentality

The day I made a concious decision think, feel, and act like the 2.0 version of me, is the day things turned around and was "reborn."

Life is good when you are good to yourself.



P.S. Fun fact: I'm not throwing up the peace sign when I take these pics. It's 2. Represents being a 2.0 version of yourself.

Founder @ Demo to Close / The #1 Sales trainer & coach for SMB AEs and SaaS companies that want to sell better & close larger deals / 2X VP of Sales / Unseller

I just audited 16 discovery calls across 4 SMB AEs. Every single deal closed lost.

In 12 of them, the rep found a problem but never asked if it was big enough to solve.

In the other 4, there was no problem at all.

So the rep fished hard for problems and ended up feature selling the entire time.

As a seller, your job isn’t just to find pain.

It’s to map out the buyer’s world.

The discovery framework that actually qualifies deals:

1. Do they have a problem?

If YES → Is it big enough to justify change?
- What's it costing them in time, money, or sanity?
- How long have they dealt with it?
- What happens if they don't fix it?

If the problem is small, you're not a priority. Move on.

If NO → Why are they on this call?
- Are they just curious? (Tire kickers = disqualify fast)
- Are they chasing a specific goal? (goals = opportunity)


2. Most reps panic when there's no obvious pain

They start inventing problems the buyer doesn't have.

"Well, have you thought about efficiency? What about scalability? Are you 
worried about compliance?"

Stop.

If they don't have pain AND they're not working toward a concrete goal, 
there's no deal.

Thank them for their time and hang up.

Your discovery call is a diagnostic. 

Problem exists + Problem is big deal = You have a deal. 
No problem + Goal exists = You have a deal.
No problem + No goal = You have a waste of time.  


P.S. 6.5K+ AEs are running deeper discovery calls with these questions: https://lnkd.in/eR69raD4

An AE in Australia reached out after finding me through organic search.

He's been at his company 11 months.

$1M quota. Sitting at $200K. Final quarter just started.

"I'm having maybe one discovery call every two weeks. Nothing is sticking. It's demotivating."

I asked him: "What channels are you using?"

Him: "LinkedIn and email mostly. Not a lot of cold calling to be completely 
transparent."

Me: "Why not cold calling?"

Him: "It's a grind. I just haven't made the effort."

Here's what I showed him:

He's stuck in a never-ending loop.

The loop looks like this:

No pipeline in dashboard
↓ 
Thinking, "This is too hard" 
↓ 
Frustration and hopelessness
↓ 
Avoiding cold calls and disengaging
↓ 
No pipeline

Then his brain says: "See? I told you it was hard."

The loop repeats.

Every time he doesn't see results, it reinforces the belief that it's hard.

That belief triggers frustration, doubt, and questioning if he should be in sales.

That frustration leads to disengagement.

That disengagement creates no pipeline.

Which proves he was "right" that it's hard.

It’s a mental hamster wheel.

The problem:

Most sellers think they just need to change their behavior.

"I'll just cold call more."
"I'll block my calendar better."

But they're still carrying the same beliefs about the work.

When you believe "this is hard" and feel "hopeless," even if you force yourself 
to take action, the results won't be consistent.

You're doing it from a place of scarcity.

After showing him this, he said:

"Damn. This is exactly what's happening to me."

The reality:

You can't break the loop by just working harder.

You need to interrupt it at the source.

Most AEs never figure this out.

They stay stuck wondering why nothing changes.

I audited 23 SMB AEs’ calendars + process last month. Some are stuck at $100K/year or less and platued. Others are earning $15K-$20K/month and getting promoted to mid-market.

Here are the 3 problems keeping the stuck ones from breaking through:

[Problem 1 - Unstructured Calendar]:
They wake up Monday morning and think: "Who should I call today?"

They update CRM between calls. 
They send recap emails whenever. 
They clean their pipeline randomly.

Ask them what Monday through Friday looks like: "It depends."

The $15K+ / month earners can tell you exactly what happens at 9 AM, 12 PM, 3 PM every day.

The issue: Mixing revenue-generating activities with admin work all day long.
The fix: Separate and prep.

Revenue activities: 
→ Prospecting (9-12 PM blocked) 
→ Discovery and demos (1-4 PM) 
→ Deal follow-ups (specific time blocks)

Admin activities: 
→ CRM updates (4:30-5:30 PM) 
→ Recap emails (end of day) 
→ Pipeline planning (night before)


[Problem 2 - Small Pipeline]:
They rely too much on inbound leads and SDRs.

When it gets slow, they don't know how to build pipeline themselves.

The fix: Block time for prospecting.

Build pipeline from a familiar list:
→ Call existing customers for referrals 
→ Reach out to closed lost deals from 6-12 months ago (timing/budget may have changed)


[Problem 3 - Dead Pipeline]:
What I found: 
→ Average sales cycle: 14 days 
→ Deals sitting in pipeline: 45+ days 
→ Prospect status: Ghosting them

They're forecasting deals that will never close.

All that mental energy gets sucked into prospects who disappeared months ago.

The fix: Clean, purge, focus.

Know your average sales cycle Pull your CRM data. 14 days? 20 days? 30 days?

Identify dead deals.

 Any deal open 1.5-2X your average cycle + no prospect response = dead.

Send breakup emails: "Haven't heard back. Assuming this isn't a priority. Let me know if things change."

Then mark it Closed Lost.

Focus on what you can close NOW

Structure your calendar. Build your own pipeline. Clean the dead weight.

I recently audited a $34K opp for an SMB AE that closed lost because he treated it like a normal SMB deal.

Me: "What happened?"

Him: "They went with a competitor. Said our solution was great but they chose someone else."

I asked him to walk me through his process.

I audited a handful of his sales calls.

Discovery & demo was solid.

Pricing was aligned within their budget.

But then I asked: "Did you create a mutual success plan?"

Him: "For an SMB deal? Isn't that overkill?"

That's where most SMB reps get it wrong.

They think Mutual Success Plans are reserved for MM or ENT sllers.

But here's what I've learned from coaching SMB AEs.

Any deal in SMB with...

a) multiple stakeholders
b) longer than average sales cycle
c) higher ACV compared to the average
d) complex sales motion (relative to the average deals)

...needs way more structure, process, and communication.

MAPs + Business cases are not reserved for ENT sellers.

This deal could have been closed won.

$34K lesson on sales that he won't forget.

My first love.

When I was in 9th grade, I was an alternate on the JV basketball team (I sucked at basketball)

My friends told me I’d never make starting 5 and be on varsity.

I dedicated my summers to improve.

Woke up at 5am as a 16 year old jogging to the basketball courts.

Played all day until 10pm.

Ended the day with shooting 500 free throws.

And repeated that every day.

I’d run games with NBA and And1 players.

During the hurricane seasons, I’d still show up to shoot the ball.

I took my basketball everywhere, even slept with it!!

I was obsessed.

The following basketball season during try outs I shocked my coach.

I was better than everyone else on the team.

Was part of starting 5 and then joined varsity mid season.

To me this isn’t just a sport.

To be great at anything, I believe you need to be delussionally optimistic and obsessed. 

Now that we finally moved from an apartment to a house, one of the first things I had to do was build the hoop.

Stop sending "just checking in" emails. They don't work. And deep down, you already know that.

Here's what you're actually saying when you send one:

"I have nothing valuable to add, but I need you to respond so I can update my CRM."

Your prospect reads that in 2 seconds and deletes it.

So here's a better question:

What would you send if you couldn't mention your product at all?

That's the standard for a good follow-up.

Most AEs think follow-ups are about moving deals forward.

Wrong.

Follow-ups are about staying relevant while your buyer does their internal process.

You're not there to push. You're there to be useful.

Here's the play I teach my clients: Google Alerts for every active deal.

It's simple. It's automated. And it keeps you top-of-mind without being annoying.

**The Setup**

1. Pull keywords from your sales calls (projects, trends, interests, and even hobbies)

2. Set up Google Alerts for those topics

3. Use Gmail's "+" trick (name+dealname@company.com) to organize by deal

4. When something relevant lands in your inbox, forward it with a note

Example: "Saw this and thought of you based on what you mentioned about [specific thing]."

No pitch. No ask. Just value.

The best follow up emails are ones your prospect would still want even if they never bought from you.

If it makes them better at their job, saves them time, or gives them a competitive edge →send it.

If it's just you "circling back"→ delete it.

What's the worst follow-up email you've ever received? (Be honest.)


P.S. If you liked this, you'll love the stuff I share every Monday morning to 6.6K+ sellers over here (free): demotoclose.com/newsletter

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