The Challenge: Stalled Deals in the "Mid-Funnel"

SAM Labs, a fast-growing provider of K-8 STEAM and coding solutions, had a classic mid-funnel problem. Their team was adept at generating initial interest, but they were struggling to maintain momentum.

Opportunities would frequently stall during critical handoffs—for example, when an interested superintendent passed the conversation "down" to a curriculum director, or when a lead from a national conference was handed "over" to a regional rep.

John, the Head of Sales, needed a way to empower his team with a structured process to keep prospects engaged, secure firm commitments for next steps, and keep every deal "prepped for closing."

The Solution: A "Bite-Sized" Virtual Training Program

I worked with John to design a highly-targeted virtual training program focused exclusively on the mid-funnel.

Instead of a single, overwhelming "firehose" session, I delivered the training over a series of three bite-sized virtual workshops based on my core methodologies for sales discovery interviews and education product demos. This "road test" approach allowed the team to learn a concept, apply it in the field for a week, and then return to discuss their results and refine the approach.

To make the learning stick, I reinforced each session with "interspersed content"—short video recaps, email homework, and pre-session prep—to ensure the new skills became a permanent habit, not a temporary fix. The curriculum was 100% focused on their key challenges: communicating value, asking for commitments, and navigating complex, multi-stakeholder deals.

The Outcome: A More Confident, Skilled, and Effective Sales Team

The engagement was a huge success, fundamentally shifting the team's confidence and tactics.

• John reported that the team immediately improved: In "effectively communicating value through reframing, asking for commitments, and navigating complex deals."
• My "structured but conversational" approach, combined with deep edtech industry knowledge and storytelling, kept the team engaged and drove adoption: The ultimate outcome was a sales team that was more confident and a Head of Sales who stated, "I heartily recommend Matt for any sales training you might be considering. In my twenty years in the business, he is the best I've worked with."