# Founder-led sales record

**Founder:** [name]  
**Product or service:** [what I sell]  
**Selected customer:** [who I believe gets the best result]  
**Created:** [YYYY-MM-DD]  
**Next review:** [YYYY-MM-DD]

## One-page conversation brief

### Buyer and trigger

- **Buyer:** [name, role, and organization if relevant]
- **Format:** [call, email, chat, guided setup, or other]
- **Why we're speaking now:** [known trigger]
- **What I already know:** [facts with sources and dates]
- **What I still need to understand:** [missing information]

### My objective

[One decision or piece of information this exchange needs to establish]

### Questions worth asking

1. [Question about what changed or why now]
2. [Question about what happens at the moment]
3. [Question about consequence or priority]
4. [Question about previous attempts, if relevant]
5. [Question about who else is involved, if relevant]

### Is this worth continuing?

| Condition | What I know | Status: known, uncertain, or unsupported |
| --- | --- | --- |
| This person matches my selected customer | [evidence] | [status] |
| The problem is happening now and matters enough to address | [evidence] | [status] |
| Their current approach leaves a gap my product can plausibly handle | [evidence] | [status] |
| There is a realistic route to a decision | [evidence] | [status] |

### What I may show

- **Buyer request or buying signal required:** [what would make a demonstration relevant]
- **Smallest relevant product area:** [feature, flow, output, or none]
- **What I won't include:** [unrelated parts]

### Price

- **Fixed price or honest range:** [amount and period or scope]
- **For variable work, what still changes the price:** [details]
- **Questions required before a final price:** [only if the scope changes the price]

### Best available proof

- **Proof:** [working demo, product evidence, relevant experience, analogous evidence, expert review, pilot, or none]
- **What it shows:** [specific support]
- **What it doesn't show:** [limit]
- **Source and date:** [where it came from]

### Concerns I may need to clarify

- **Financial:** [affordability, value, timing, budget, approver, or unknown]
- **Implementation:** [setup, data, integration, training, habit change, ownership, or unknown]
- **Other:** [trust, proof, timing, fit, or unknown]
- **Evidence I can provide:** [only evidence already available]
- **What I still need to verify:** [gaps]

### Possible next actions

| If this is where we finish | One action | Owner | Date |
| --- | --- | --- | --- |
| Buyer has enough information and wants the product | [payment or signup] | [name] | [date] |
| One named uncertainty remains | [specific information, test, or decision] | [name] | [date] |
| The evidence doesn't support continuing | [pause or clean no] | [name, if any] | [date, if any] |

## Running sales record

Duplicate this section after each exchange.

### Exchange [number]: [buyer]

- **Date:** [YYYY-MM-DD]
- **Format:** [call, email, chat, guided setup, or other]
- **Contact route:** [how this exchange began]
- **Trigger:** [why now]
- **Current process:** [what they do today]
- **Buyer's exact language:** [short phrases or quotations recorded with permission and context]
- **Consequence:** [time, money, risk, frustration, or another effect they described]
- **Priority:** [what they said or did that indicates priority]
- **Previous attempts:** [what they've tried]
- **People involved:** [user, payer, approver, influencer, or unknown]
- **Product area discussed or shown:** [details or none]
- **Proof supplied:** [details, source, and date]
- **Proof still missing:** [gap]
- **Price discussed:** [amount, period, scope, or none]
- **Financial concerns:** [what they meant, in their words]
- **Implementation concerns:** [what they meant, in their words]
- **Other concerns:** [details]
- **Agreed action:** [one action, pause, or clean no]
- **Owner:** [name]
- **Date:** [YYYY-MM-DD]
- **Outcome:** [what happened, without interpretation]
- **What I learned:** [new information]
- **What may need to change:** [product, offer, proof, or sales approach]

## Pilot record, if needed

- **Uncertainty the pilot will resolve:** [one named uncertainty]
- **In scope:** [work, users, product area, or result]
- **Out of scope:** [explicit exclusions]
- **Founder owner:** [name]
- **Buyer owner:** [name]
- **Start date:** [YYYY-MM-DD]
- **End date:** [YYYY-MM-DD]
- **Success evidence:** [observable result and source]
- **Price or explicit free status:** [amount and terms]
- **Decision that follows:** [purchase, expansion, stop, or another named decision]

## Decision record

- **Current decision:** [continue, pause, stop, sell, or run a bounded pilot]
- **Evidence used:** [facts and sources]
- **Assumptions:** [what remains assumed]
- **Missing information:** [what is still unknown]
- **Next action:** [one action]
- **Owner:** [name]
- **Date:** [YYYY-MM-DD]

## Evidence and assumptions

### Evidence

- [Observed action or statement, source, and date]

### Assumptions

- [Belief that hasn't yet been observed or verified]

### Missing information

- [What I still need to learn]

## Next review

**Date:** [YYYY-MM-DD]  
**Review after:** [the next exchange, agreed action, pilot end date, or another event]  
**Question:** [the decision I expect the new evidence to change]