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18-minute Sales Brief · On demand

Would your team handle the same opportunity the same way?

AXIS Decision Architecture™ gives salespeople a practical ten-step method, from preparation and qualification to objections, commitment and follow-through. Managers gain a common standard to reinforce across the team.

Presented by Ian FranceWatch at your own paceNo preparation required
AXIS Sales Brief18 minutes
Have questions? Book a call ↗Review AXIS purchase options ↗
As you watch, keep one current sales opportunity in mind. Where is the evidence clear, and where are you still relying on assumptions?

The briefing introduces the complete method, follows one illustrative opportunity and explains the Individual, Team and Organization options.

Prefer to read? Explore the method below ↓
Where execution breaks down

The gaps begin before a deal stalls.

One salesperson prepares thoroughly. Another starts with very little context. One establishes how the buyer will decide. Another sends a proposal because the buyer asked for one.

Those differences make execution difficult to evaluate and repeat. AXIS gives the team a shared method for examining the opportunity and deciding what should happen next.

  • Preparation varies by person.Important context is missed or assumptions enter the conversation as facts.
  • Proposals arrive before buying conditions are clear.Scope, stakeholders and approval requirements remain unresolved.
  • Interest is treated as commitment.“We’ll take a look” becomes a next step without an agreed action, owner or date.
  • Managers review against different expectations.Feedback varies when the essential work has no common standard.
The AXIS cardinal rule

Diagnose before positioning.
Qualify before advancing. Clarify before answering.

The complete ten-step doctrine

One connected method, from preparation to follow-through.

Each step establishes conditions for the next. The method helps you identify what is missing before choosing your next action.

  1. 01

    Intelligence Intake

    Prepare with relevant context. Separate what you know about the company, buyer and situation from what you still need to establish.

  2. 02

    Intent & Fit

    Understand why the buyer is exploring a change and whether the situation is a legitimate fit for what you offer.

  3. 03

    Qualification

    Test the opportunity against evidence. Record what is established and address the gaps before treating interest as readiness to buy.

  4. 04

    Internal Alignment

    Understand who needs to agree, what each stakeholder needs to evaluate and which internal conditions could prevent progress.

  5. 05

    Value Framing

    Connect your recommendation to the buyer’s acknowledged problem and priorities, using credible information rather than generic claims.

  6. 06

    Proposal Definition

    Build the proposal around the established problem, agreed scope and conditions surrounding the buyer’s decision.

  7. 07

    Ethical Engagement

    Be commercially direct and accurate. Address concerns while respecting the buyer’s ability to make an informed decision.

  8. 08

    Objection Resolution

    Clarify before answering. Establish what the concern actually means before deciding how to respond.

  9. 09

    Commitment & Next Step

    Agree on a specific action, who owns it and when it will happen. Make the next step clear to both sides.

  10. 10

    Follow-Through

    Complete your commitments, confirm what happened and record the facts, remaining questions and agreed actions in your CRM.

The sequence guides judgement. It does not require you to force every conversation into ten rigid sections. New information may mean revisiting an earlier step.

Illustrative scenario · Not a client case study

A $50,000 proposal has gone quiet. What was never established?

An operations director describes missed client-onboarding handoffs and requests a proposal. The salesperson sends it. Three weeks later, the company is still “reviewing.”

What the salesperson can see

A proposal was requested, a document was sent and follow-up messages have produced little movement.

What the salesperson still needs to understand

Who must agree? What does finance need to evaluate? Does the delivery manager support the scope? What review has the buyer actually committed to?

Applying AXIS could reveal that the next action should be a stakeholder review with a clarified scope. That gives both sides a better basis for a decision. It does not establish that the sale will close.

What the program includes

Learn the standard. Apply it to real work.

The briefing introduces AXIS. The full program gives participants the structured lessons and resources to practise it on a working opportunity.

The learner’s path

  1. Start hereOrientation and a working opportunity

    Understand the roadmap, field resources and how the program fits together.

  2. Module 1Foundation and baseline

    Establish your starting point using the AXIS Conversation Scorecard™.

  3. Modules 2–11Apply the ten AXIS steps

    Work through the method in sequence and use the supporting tools on your opportunity.

  4. Module 12Implementation, rescore and review

    Compare your final evidence with the baseline and complete the certification requirements.

Resources with a defined purpose

  • 12 learner workbooksThink through the method and document your decisions as you progress.
  • 10 application toolsSupport the practical work, from the Pre-Call Intelligence Brief to the Follow-Through Protocol.
  • Checklists and field referencesKeep the essential standards available before, during and after a conversation.
  • AXIS Conversation Scorecard™Establish a baseline and support evidence-based review and a final rescore.
  • Certification pathwayComplete the required application and review process; finishing lessons is one part of the work.
AXIS Manager Implementation Track™

Give managers a common standard to reinforce.

The separate four-module track connects the salesperson’s method with the way the team is managed.

Managers learn to observe real conversations, score against the same doctrine, provide specific feedback and address recurring gaps across the team.

Team adoption requires an operating rhythm that continues after the initial training.

  1. Install the Standard

    Establish expectations and introduce the AXIS method to the team.

  2. Observe, Score & Coach

    Review conversation evidence and turn observations into specific feedback.

  3. Diagnose Team Execution

    Recognize recurring gaps and identify where management attention is needed.

  4. Sustain the Operating Rhythm

    Use review and calibration to maintain consistent application.

Choose the appropriate starting point

Individual, Team or Organization.

The method stays consistent. The right option depends on whose execution you are responsible for and how AXIS will be introduced and reinforced.

Your own sales execution

Individual

For the professional who wants to learn AXIS and apply the method to their own opportunities.

  • Full 12-module learner program
  • Workbooks, tools and field resources
  • Conversation Scorecard and certification pathway

Shared team adoption

Team

For leaders who want salespeople and managers working from the same standard.

  • Team licensing and learner access
  • Manager Implementation Track™
  • Shared expectations for application and review

Broader implementation

Organization

For a wider operation where implementation may cross teams, functions or divisions.

  • Conversation about the current operation
  • Scope and ownership of implementation
  • Diagnostic or rollout where appropriate
Review AXIS purchase options ↗Have questions? Book a call ↗

Review the current pricing, access and licensing details before choosing. If you are unsure which route fits, start with a conversation.

A few practical questions

Before you decide.

What is AXIS, in plain language?

AXIS Decision Architecture™ is a structured sales execution method and program. It gives salespeople ten connected steps for handling an opportunity and gives managers a common standard for reviewing and reinforcing that work.

Does the briefing cover all ten steps?

Yes. It introduces the complete ten-step method, follows an illustrative opportunity and explains how the learner and manager resources support application. The full program provides the lessons, workbooks and tools for applying it in depth.

Is this a replacement for our CRM?

No. The method works alongside your existing CRM. AXIS guides the preparation, conversations and decisions that produce the information recorded there.

Can I use AXIS without enrolling my whole team?

Yes. The Individual option is for your own sales execution. Team licensing adds a shared adoption path and the Manager Implementation Track. Broader organizational implementation begins with a conversation about scope.

Do I need anything ready before watching?

No preparation is required. You may find the briefing more useful if you keep one current sales opportunity in mind and consider what is established, what is missing and what should happen next.

What if I want to discuss our situation first?

Book an AXIS conversation to discuss the problem you want to solve and which implementation route may fit.

Where would the ten steps change your approach?

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