6.1Case studies
The essentials in 30 seconds
- Combine: a real deal mobilizes the whole chain — target, discover, prove, dare to ask, follow up.
- Order: understand the need first (discovery, SONCAS), prove next (FAB, demo), lock last (close, 24-h writing).
- Reflex: faced with a sales situation, replay the levels' chain in order instead of treating one isolated symptom.
Younes thread — 1 year on: a signed deal and a pipeline that never dries
One year after levels 0 to 5, Younes re-reads his two landmark files: the B2B deal signed in 6 weeks after a discovery that reframed the real need, and the 90 days that refilled his dried pipeline. Both cases below reuse his chain: ICP and trigger, SONCAS ×3, FAB and defended price, ghost purge and daily routine.
Each case follows Context → Steps → Result: replay it on your portfolio.
Why case studies
The previous levels laid the bricks; here we assemble them end to end. Chaining the right reflexes — targeting, listening, proving, daring to ask, following up — separates sellers who last from order-takers.
Case 1 — €25k B2B deal signed in 6 weeks
Context: B2B SaaS: 80-staff prospect, chilly CFO, entrenched competitor.
Déroulé :
- ICP + trigger (hiring) + 30-s script → Thursday meeting.
- SONCAS ×3 discovery: real need = lost follow-ups (not a CRM).
- 3 FABs + demo + defended €5k price (total cost) → stacked mini-yeses.
- Price objection handled (scope, counterpart) → choice close → 24-h lock.
Result: Signed €5.1k + 2 referred godchildren: end-to-end method pays.
Case 2 — Dried pipeline refilled in 90 days
Context: A rep with 3 empty months ahead: nothing but ghosts in the pipeline.
Déroulé :
- Ghost purge (polite breakups: 2 resurrected) + rewritten ICP.
- 1 h/day: 50 calls + LinkedIn 3-3-3 + D0/D+3/D+7 sequences.
- Living CRM + weekly score + deal reviews.
- 90 days: 3x pipeline, 28 % conversion, 4 closings: consistency fills.
Result: The pipeline never dries again: routine beats bursts.
Ready-to-say script — frame your action before acting (1 min)
"Before acting: did I target (ICP, trigger)? did I discover (SONCAS ×3, taboos)? did I prove (FAB, proof) before talking price? which dated next step locked in writing? I write these five lines first, then I act."
Copy-paste template — replayable case sheet
SITUATION to handle (prospecting, meeting, closing, follow-up): ...
TARGETING (ICP, trigger, 30 s): ...
DISCOVERY (SONCAS ×3, taboos lifted early): ...
PROOF (3 FABs, demo, defended price + silence): ...
LOCK (mini-yeses, close, 24-h writing): ...
Guide REFERENCES (L0 → L5): ...
Expected RESULT (indicator and deadline): ...Small business / tight budget
One case at a time, on one page: context in 2 lines, 4 steps, result in 1 sentence.
Algeria SME
Include real constraints (network and referral, activity peaks, phone/WhatsApp channels, travel) in targeting and follow-ups.
Remote / hybrid
Double traceability at a distance: written report within 24 h and a dated next step before hanging up.
Cross-cultural
Check local practices before transposing a case: a follow-up rhythm or wording that works here may hurt elsewhere.
48h challenge — apply tomorrow
Take 1 real situation from your portfolio and write its 4-step chain (target → discover → prove → lock). Test the 1st step this week.
- I can chain the reflexes in the right order on a real case.
- I have a replayable case sheet for my next situation.
- I did the 48h challenge or scheduled its date.
Younes's prospect (80 staff, chilly CFO) balks at the price. Which chain follows the guide?