For Tech Sales
VIVID Selling for Tech Sales
Close Bigger Deals, Eliminate the Feature-Dump Demo, Win Multi-Stakeholder Decisions
The VIVID Selling framework applied specifically to tech sales — AEs and full-cycle reps selling SaaS, software, and technology solutions. Master the Diagnostic Demo: stop running generic product tours and start showing only what the prospect told you matters. Fix the disconnection between discovery and demo, build deal architecture across 3-7 stakeholders, and navigate procurement gaps that kill deals after the champion already said yes. Because a polished demo that covers every feature produces 'impressive — let me think about it.' A shaped demo that hits one peak produces 'when can we start?'
Your Instructor
Ian Ross
Ian Ross is the creator of the VIVID Selling Operating System, a 166,000-word methodology book used by sales professionals across real estate, insurance, software, high ticket coaching, and B2B services. This course applies the framework specifically to tech sales professionals — AEs and full-cycle reps selling SaaS, software, and technology solutions through multi-stakeholder, multi-call deal cycles. The book's SaaS examples, including the Sarah vs. James paradigm comparison and the five-movement demo architecture, form the foundation of this course.
What You'll Learn
Course Modules
Module 1: The Diagnostic AE
Install the Revealing Paradigm for tech sales through the Sarah vs. James paradigm comparison from the VIVID book — two AEs with the same product, same leads, same pricing, and completely different close rates. The identity shift from 'product expert' to 'business diagnostician,' commission breath that manifests as feature-dumping and pipeline-metric obsession, and why the most polished demo in the world produces 'impressive — let me think about it.'
4 lessons
Module 2: Earning the First Real Conversation
Channel-specific strategies for getting into diagnostic conversations — cold email sequences, LinkedIn outreach, SDR-to-AE handoffs, inbound lead response, and warm introductions. Each channel creates a different prospect psychology. The Micro-VIVID framework for emails and messages that earn meetings through diagnostic curiosity rather than pitch-and-pray.
4 lessons
Module 3: The Diagnostic Demo
THE central module. Stop running generic product tours and start running Diagnostic Demos — shaped presentations built around a single peak moment derived from the discovery diagnosis. The five-movement demo architecture (Framing, Proof, Peak, Inevitability, Decision) from the VIVID book, the difference between 42 minutes of even-altitude proof and a demo with a shape that moves people emotionally, and how to show fewer features that land harder.
4 lessons
Module 4: Multi-Stakeholder Deal Architecture
From Chapter 13 of the VIVID book: the champion is closed, the discovery was flawless — and then someone you never spoke to kills the deal in a meeting you weren't invited to. The Hidden Decision-Maker Diagnostic, the unified deal architecture where each stakeholder enters at their relevant movement, and the champion-arming protocol that gives your internal champion the diagnostic language to sell the deal the way you sold them.
4 lessons
Module 5: Guided Persuasion for Tech Sales
GP modes (Seed, Frame, Mirror, Challenge, Reveal) deployed across the tech sales cycle — in discovery, during demos, in proposals, and in multi-stakeholder meetings. Making ROI concrete when the buyer has already seen your competitor's demo. The four buyer types (Commander, Visionary, Analyst, Guardian) and how each processes proof differently.
4 lessons
Module 6: When Deals Die — Dissolving Tech Sales Objections
The 5 objection categories applied to tech sales. 'Let me think about it' after a great demo. 'We're going with the other vendor.' 'Budget got reallocated.' 'We're going to build it in-house.' 'IT says it's a security risk.' Each dissolved by tracing back to which layer and which stakeholder the diagnostic failed to reach.
4 lessons
Module 7: Watching Yourself Sell Software
The Observer layer for tech sales: pipeline forensics that go beyond activity metrics, recording analysis for discovery calls and demos, deal velocity diagnostics, the 90-day installation drill for AEs, and the annotated tech sales call showing every movement and every layer across discovery, demo, and multi-stakeholder engagement.
5 lessons
Investment
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Student Testimonials
“I was running 45-minute demos that covered every feature. Module 3 taught me the Diagnostic Demo — I cut my demos to 22 minutes, showed 3 features instead of 12, and my close rate went from 21% to 34%. The prospects actually remember what I showed them now.”
Kevin Marchetti
Enterprise AE, Series C SaaS, San Francisco
“Module 4's multi-stakeholder architecture saved a $180K deal that was dying in procurement. I identified the hidden blocker (IT director I'd never spoken to), armed my champion with the right language, and the deal closed in 11 days after stalling for 6 weeks.”
Priya Deshmukh
Mid-Market AE, HR Tech Platform, Austin
“The Sarah vs. James comparison from Module 1 was a mirror — I was James. Competent, thorough, polished, and closing at 19%. The shift from convincing to revealing changed everything. I stopped trying to impress prospects with what our product does and started helping them quantify what the problem costs. 31% close rate in Q3.”
Andre Jackson
Full-Cycle AE, Marketing Automation SaaS, Chicago