The Double Playbook
How Sales of today requires more than one way of thinking
Author: Daniel Abrahamsen Kohn
Why Sales Needs Two Sides
Today's sales environment demands a dual approach. Traditional methods alone no longer deliver consistent results.
The Double Playbook integrates structured selling with adaptive techniques. It balances process discipline with relationship intelligence.
This hybrid methodology addresses both logical buying decisions and emotional triggers that influence modern purchasers.
Integrated Sales Process: GAP-JOLT Structured Selling
This process retains the standard six steps but enriches them with the specific phases and tactics of the GAP-JOLT Bridge methodology.
Prospecting
Identifying and qualifying potential clients through targeted research and outreach.
Preparation & Research
Gathering intelligence on prospects to understand their needs before initial contact.
Approach & GAP Discovery
Uncovering the Goals, Aspirations, and Problems of prospects through strategic questioning.
Presentation & Solution Mapping
Demonstrating how your offering bridges the identified gaps with tailored solutions.
Handling Objections & JOLT Activation
Addressing concerns while emphasizing the Journey, Opportunity, Logic, and Timing benefits.
Closing & Follow-Up
Securing commitment and establishing ongoing relationship management processes.
Step 1: Prospecting
Objective
Identify potential customers who fit your Ideal Customer Profile and likely experience problems your solution addresses.
Methodology
Use market research, lead generation, social selling, networking, and cold outreach.
Integration Note
Insights into common industry problems help refine ICPs and prospecting messaging.
Step 2: Preparation & Research
Research Company Information
Examine website, LinkedIn profiles, news articles, and financial reports.
Formulate Hypotheses
Develop initial ideas about potential Current State and business problems.
Identify Stakeholders
Map key decision-makers and influencers within the prospect organization.
Plan Initial Contact
Prepare approach method and key questions for discovery phase.
Step 3: Approach & GAP Discovery
This critical phase establishes trust while systematically uncovering the prospect's situation, challenges, and desired outcomes through strategic questioning.
Make Initial Contact
Introduce yourself, build rapport, and establish credibility.
  • Start with a personalized introduction referencing research insights
  • Share relevant success stories that demonstrate expertise
  • Establish meeting agenda and get buy-in on discovery process
  • Build genuine connection through active listening
Uncover Current State
Ask probing questions to understand facts about their situation.
  • Use open-ended questions about current processes and systems
  • Map organizational structure and key stakeholders
  • Identify satisfaction levels with existing solutions
  • Document operational metrics and baseline performance data
Identify Business Problems
Help articulate issues and dig for root causes.
  • Investigate pain points, inefficiencies, and missed opportunities
  • Analyze impact of problems on business objectives
  • Calculate financial consequences of maintaining status quo
  • Prioritize issues based on strategic importance to prospect
Quantify the GAP
Measure difference between current state and desired future state.
  • Collaboratively define aspirational goals and desired outcomes
  • Establish measurable success metrics for improvement
  • Calculate potential ROI and time-to-value
  • Document agreed-upon GAP narrative for solution presentation
The GAP Discovery process should feel consultative rather than interrogative. Your goal is to guide prospects to self-discover their challenges, creating ownership of both the problem and the need for a solution.
Step 4: Presentation & Solution Mapping
After completing the GAP discovery process, this phase focuses on creating a compelling presentation that directly aligns your solution with the prospect's identified needs and desired outcomes.
This structured approach ensures your solution is presented as a logical answer to their specific challenges rather than a generic product pitch. By anchoring everything to their GAP, you maintain relevance and demonstrate that you truly understand their business needs.
Structure Around GAP
Frame your entire presentation using their current state, future state, and quantified gap to maintain relevance and urgency.
  • Begin by summarizing the current state challenges you discovered
  • Articulate the desired future state in their own words
  • Emphasize the quantified gap to reinforce the cost of inaction
  • Use visual representations to illustrate the transformation journey
Map Solution Features
Connect your specific offerings directly to solving their identified root causes and achieving their desired outcomes.
  • Present features in order of importance to the prospect
  • Demonstrate how each capability addresses specific pain points
  • Use customer success stories that mirror their situation
  • Focus on business outcomes rather than technical specifications
Present ROI Justification
Show clear financial return based on the quantified GAP value and ensure the investment makes business sense.
  • Calculate direct cost savings from implementing your solution
  • Identify revenue generation opportunities enabled by your offering
  • Compare implementation costs against projected financial benefits
  • Present timeline for achieving positive return on investment
Deliver Tailored Proposal
Provide comprehensive pricing and implementation details specifically customized to their organizational needs.
  • Outline implementation timeline with key milestones
  • Detail required resources and responsibilities from both parties
  • Present flexible pricing options aligned with their budget constraints
  • Include relevant terms, guarantees, and support commitments
Step 5: Handling Objections & JOLT Activation
Judge Indecision
Diagnose the type and level of customer uncertainty.
Offer Recommendation
Be prescriptive and simplify choices based on the GAP.
Limit Exploration
Keep focus on core problem to prevent analysis paralysis.
Take Risk Off Table
Address fears with guarantees, social proof, and support plans.
Step 6: Closing & Follow-Up
The final step in the double playbook sales process solidifies your agreement and establishes the foundation for long-term success.
Closing Techniques
Use assumptive close or summary close once JOLT has addressed indecision points. The assumptive close naturally progresses the conversation toward implementation, while the summary close recaps the agreed-upon value proposition and confirms alignment.
  • Trial close with questions that invite positive confirmation
  • Create urgency with time-sensitive opportunities
  • Offer implementation options rather than yes/no decisions
Finalizing Agreement
Secure signatures and confirm next steps in the process. Ensure all stakeholders understand their roles and responsibilities during the transition period.
  • Review all contractual terms for complete understanding
  • Document any custom arrangements or special considerations
  • Establish clear timeline for implementation milestones
Follow-Up & Reinforcement
Reiterate value proposition and ensure smooth handover to customer success. Proactively address any post-purchase concerns and reinforce the wisdom of their decision.
  • Send personalized thank-you communication
  • Schedule initial implementation kickoff meeting
  • Introduce customer success team members with clear roles
Building Ongoing Relationships
Transform initial success into a lasting partnership that drives continuous value creation and potential expansion opportunities.
  • Establish regular business review cadence
  • Develop success metrics and tracking mechanisms
  • Identify cross-sell and upsell opportunities as relationship matures
Remember: The closing is not the end but the beginning of a value-driven customer relationship that should continue to deliver on the promises made during the sales process.