Let's turn the demand you already have into signed deals.
You've lost deals you should have won.
Here are three. Different every time. Or so it feels.
- The one that loved it
The demo went great. She nodded the whole way. Then: 'Send me something I can share with the team.' You did. It never came back. She got it with you in the room. On her own, it fell apart.
- The one with momentum
Three strong calls. Then the CFO joined the fourth: 'How is this different from what we already pay for?' You had the answer. It didn't land. Cold by that afternoon.
- The one you won
You signed it. Opened the good bottle. Told the team you'd made it. Then onboarding dragged, the one who'd pushed for you inside went quiet, and at renewal they just didn't. You never found out why.
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Three deals. Three moments they went quiet.
Feels random every time. -
They're not random. They're one journey.
The same path every customer runs, from the first look to the last renewal.
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And every one of these moments is yours.
Your homepage, your deck, your demo, your onboarding. A few always go quiet. You can probably name yours already.
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You can't win this at the surface.
Fix the deck, and two more jams grow back. Under every surface sits a decision no one settled. Settle those, and the loop runs quiet.
The twelve moments every buyer runs, and the decision under the three that jam
- Find “Where do I even look for this?”
- Recognise “Is this for someone like me?” Decision: Who you're for
- Understand “What is this, really, and why does it win?” Decision: Why you win
- Qualify “Is this actually for us?”
- Compare “How does this stack up against what we do today?”
- Trust “Can I trust this? Will I look right backing it?” Decision: Proof you stand behind
- Commit “Is it safe to move? What happens after I say yes?” Decision: What happens after yes
- Start “How do I get going?”
- Win “Am I getting the value I was promised?”
- Adopt “Is this working well enough to make it our standard?”
- Expand “Should we roll this out wider, renew, recommend it?”
- Refer “Would I tell someone else to buy this?”
Where does yours jam?
This is how every deal you run behaves, drawn or not. Stop patching surfaces, and find the decision under the jam. I read your whole loop in a week, and name the one to settle first.
See your loop → Why a loop, not a map →You don't get documents. You get the instruments your company sells with, and you keep them.
Your whole arena is jobs. I build the core that turns interest into signed deals, and hand you a living instrument for each: the decision, and the thing it drives, paired. Pick one and watch what it produces.
Not a hunch. 4 journeys, 12 moments, 24 jobs underneath, and 3 that quietly break.
- 4journeysbuyer · user · investor · team
- 12momentsevery buyer runs
- 24jobsmapped across the four
- 3that quietly breakfor almost everyone
- 91%of B2B deals never reach a decisionForrester
- 51%tell buyers different storiesHBR
And every deal still comes back to you. The ceiling is you.
Your first result in 2 weeks. The first system in 6, the full build in a quarter.
- Week 1–2 The Audit The blueprints: what is broken, what to fix first.
- Week 3–6 Positioning, live Who you're for and why you win, settled, and live on your homepage.
- Week 7–10 The converting funnel Homepage and the path to yes. Where deals start to close.
- Week 11–16 The whole engine Deck, demo, pricing, metrics. Every surface a buyer touches, built and measured.
- Then New reality It keeps working when you step out. You set the target.
We needed someone not to tell us from the sideline what to do, but to actually deliver results.
What founders like you say.
“I’d been rewriting our pitch for 6 months. Nothing stuck. Thorsten locked one story in 3 weeks. Now new sales hires are productive in week one, not month three.”
Joseph N. · Founder & CEO, VYGR “Prospects stopped asking ‘wait, which problem do you solve?’ Calls move faster. We get to yes or no in half the time.”
Pascal F. · Founder & CEO, Senf “Our homepage didn’t match our deck. Our deck didn’t match sales. Thorsten rebuilt everything, aligned. Now prospects understand in the first minutes.”
Thea d.V. · Commercial Lead, Fugro VirGeo “Three weeks later, new hires pitch without shadowing me first.”
“We get to a clear yes or no in the first two calls.”
“We didn’t get slides. We got a story the team actually uses.”
Founder, investor, or partner?
Same stuck deal, three seats. Pick yours.
Selling deep tech into a specific field?
I've built and sold in these worlds. The engine's the same; your field just changes the edges.
You saw where the loop breaks. Let's find yours.
Rather read first? Start with these three.
Short reads. They show how I think, and where deals really break.
Everyone is acting as if.
The one moment that tells the truth about a company, and why the whole system is built to delay it.
The pilot that proves the wrong thing.
Your pilot went well and still never became a contract. Here is what it proved.
Sell the job, not the ROI.
The big ROI case is why the deal is stuck. The thing that sells is smaller and nearer.
Follow along by email.
The notes, the pieces, and what I am seeing in the Amsterdam founder scene. No noise, no schedule for its own sake. Leave any time.