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# Lessons from Armand Farrokh and Nick Cegelski
- URL: https://www.antoinebuteau.com/lessons-armand-farrokh-and-nick-cegelski/
- Published: 2025-12-26T20:43:49.000Z
- Updated: 2026-08-04T23:21:09.000Z
- Description: Armand Farrokh and Nick Cegelski, founders of 30 Minutes to President’s Club, reject sales fluff in favor of no-nonsense, hyper-actionable tactics, translating prospecting and cold calling into practical, repeatable frameworks designed for consistent execution.
- Author: Antoine Buteau
- Tags: Profile, GTM, Sales & Marketing, Sales, GTM & Marketing Profiles

Armand Farrokh and Nick Cegelski are the founders of **30 Minutes to President’s Club (30MPC)**, the world’s #1 sales podcast, and the authors of the book *Cold Calling Sucks (And That’s Why It Works)*. Their philosophy is built on “no-nonsense, hyper-actionable tactics” that move away from fluff and toward repeatable frameworks.

![Visual summary of operating lessons from Armand Farrokh and Nick Cegelski.](https://www.antoinebuteau.com/content/images/2026/07/image-71-optimized.webp)

### **I. Prospecting & Cold Calling**

1. **The Goal of the First 60 Seconds:** "The goal of the first 60 seconds is to earn the next 60 seconds."
2. **The Permission-Based Opener (PBO):** "I know I’m an interruption. You got a minute for me to share why I called?" (Gong data shows PBOs are \~10x more effective than "How are you?").\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
3. **The "Ledge":** When hit with an objection, use a pre-set line like "That's exactly why I called" or "This one's totally on me" to buy a second to think.
4. **"Heard the Name Tossed Around" Opener:** Reference a peer or competitor up front: "We work with X and Y; have you heard our name tossed around?"
5. **Dangerous Specificity:** Don't say "we help with efficiency." Say "we help law firms reduce back-office manual entry by 14 hours a week."
6. **Sell the Test Drive, Not the Car:** "My guess is you’re probably not going to buy this, but would you be open to seeing how it works in case budget opens up later?"
7. **The Triple Touch:** Start every sequence by stacking a call, email, and LinkedIn touch on the same day to boost response rates.
8. **Preparation vs. Research:** "Spend 30 seconds to disqualify, 30 seconds to research. Find one trigger, and that's your reason for calling."
9. **Tone is Everything:** "Kill all your uptones and slow the conversation down like an executive."
10. **The "Suck" is Your Advantage:** "The only difference between the top 1% and the rest is that the great ones know the 'suck' is what makes everyone else quit."\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
11. **Call Your Own Number:** Dial yourself first to ensure your number isn't being flagged as "Spam Likely" by carriers.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
12. **The 5x5x5 Rule:** Spend 5 minutes of research to find 5 insights on 5 key accounts.
13. **Voicemail as an Ad:** Leave voicemails that reference an email you just sent to double the email's open rate.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
14. **Be Disarmingly Blunt:** If asked how you got their number, say "On the internet" or "In a database." Don't hide it.
15. **Avoid "Telemarketer" Habits:** Never open with "How's your day going?"—strangers don't care, and it triggers immediate defense.

### **II. Cold Emailing**

1. **The 3x3 Rule:** Emails should be no more than 3 paragraphs, with no more than 3 lines per paragraph when viewed on a phone.
2. **Interest-Based CTAs:** Avoid "Do you have 15 mins?" Use "Open to learning more?" or "Worth a look?"
3. **Subject Lines:** They shouldn't read like advertisements; they should look like internal memos (e.g., "Question re: \[Trigger\]").
4. **Don't Equate Formality with Professionalism:** Write emails that read like text messages to friends.
5. **Trigger Templates:** Use a templatized structure but customize the "Trigger" and "Problem" to stay relevant at scale.
6. **No Large Images:** Avoid attachments or heavy images that trigger spam filters.
7. **The "Bump" Email:** A simple "Thoughts?" or "Any interest in this?" as a follow-up often outperforms a long re-pitch.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]

### **III. Discovery & Meeting Management**

1. **PPO (Purpose, Plan, Outcome):** Start every meeting by defining the Purpose, the Plan for the 30 mins, and the desired Outcome.
2. **Bucket Questions:** "Most COOs I talk to are focused on X, Y, or Z. Which bucket do you fall into?"
3. **The 1–10 Feedback Question:** At the end of a demo, ask: "On a scale of 1-10, how well does this solve your problem?" If they say 7, ask: "What makes it a 10?"
4. **Problem Agreement First:** Don't demo features. Stage 1 of your deal should be "Problem Agreement"—the prospect must agree the problem exists before you show the solution.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
5. **"Look for Trouble":** Proactively ask, "Why wouldn’t you want to do this?" to uncover hidden objections early.
6. **Solution Agreement:** Stage 2 is getting the prospect to agree that your solution is the best way to solve their specific problem.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
7. **Ask Questions They Don't Know the Answer To:** This tests if your champion actually has the influence to get the deal done.
8. **Chunk Up Problems:** Translate tactical pain (e.g., "slow software") into executive consequences (e.g., "20% higher turnover").
9. **Stop Discovering Late:** In the final stages, stop asking "What do you think?" and start leading the customer through the buying process.
10. **The Humbling Disclaimer:** Use "I feel a bit crazy asking this, but..." to ask tough questions without appearing aggressive.
11. **On Demonstrating Only the Pain That Matters:** Build demos around the buyer's specific pain and omit impressive features that do not advance the agreed problem. — [*Exactly How to Build an Unstoppable Sales Team in 60 Days*](https://podcasts.apple.com/us/podcast/593-exactly-how-to-build-an-unstoppable-sales-team-in-60-days/id1510861233?i=1000777993690&ref=antoinebuteau.com)

### **IV. Process, Closing & Negotiation**

1. **The Give-to-Get Mindset:** "Every time you give something (a demo, a trial), you must ask for something in return (an intro to power, a timeline)."
2. **Mistaking Activity for Achievement:** Just because a prospect took a demo doesn't mean the deal moved forward.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\] Only outcomes move stages.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
3. **The 3 Whys of Negotiation:** Before negotiating price, know: Why buy anything? Why buy us? Why buy now?
4. **Give Price and Shut Up:** "The person who speaks first after the price is revealed loses."
5. **Win Vendor of Choice First:** Don't negotiate price until they admit you are the one they want to buy. Otherwise, you’re just leverage for a competitor's discount.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]\[[6](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQGvcW2iFLYAwBNcRIrczedtb1BnV6pzukrL2Jg2QY3jDMtt3nbm%5FPiwC661G9zo2AT221BXh3JR8H7o9soHpjoA7Ze5mcTYegVA%5FqxUeOLIF6lsSkCD9qT4iAOb6g4ZnZ6mSlk-NuOt6oEhj%5Fu6ydpdpmId2zXTiAInSdWZCbf-DbPxgiucuPrhBTDimwJpEQSEBmBC9ZR0ES9l5R3u2V7wD8dZFE2H1NnP&ref=antoinebuteau.com)\]
6. **Multithreading is Non-Negotiable:** "A deal without an above-the-line decision maker is a dead deal."\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
7. **Mirror-Matching Outreach:** Have your CEO email their CEO to offer executive support while you work the deal below.
8. **The Golden Path:** Map exactly who you need to speak to and in what order before you even start prospecting.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
9. **Don't Change Your Process for a Bad Day:** If you get hung up on five times, don't change your script. Statistics say you just hit a bad run of luck.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]\[[5](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQHf4lVokkmi9B%5F4f69-9K9DU-rflIfrRQ8rFqdKzrT7Jj1NvzLP9AL7MhHMz-0BHBncg7BgZZB%5Fzttpv1Tq%5Fu99fPl2-re7VmV6fyYUFIg6xQHw8Qt3iqJmp%5FjLIDwBIuNOdnT3j6GaZAkM64igDKtkZ%5FRWXDcEetGO5gEsMRBGYUs9aNvY26sbC7t0GiVYpTSjcOlACVm1HlOA&ref=antoinebuteau.com)\]
10. **On Walking Away from an Extreme Ask:** When a buyer makes an extreme demand, signal that the gap may make the deal unworkable; making them step back toward the deal reveals whether the demand was real. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
11. **On High Intent Without Attachment:** Negotiate with high intent to win the right deal while remaining detached enough to resist bad terms and buyer games. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
12. **On Switching the Negotiation Currency:** When price concessions are nearly exhausted, switch to smaller currencies such as billing terms so the buyer can still feel progress without reopening the main discount. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
13. **On Mapping the BATNA Before Price:** Before negotiating, map both sides' alternatives, urgency, competitive options, and whether you are already the preferred vendor; those facts determine how much room actually exists. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
14. **On Reading Feet Instead of Words:** Judge leverage by the buyer's actions: executive attention, champion engagement, and forward movement matter more than procurement's verbal pressure. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
15. **On Recruiting the Champion for Procurement Intel:** Before procurement enters, ask the champion what that team normally demands so you can anticipate its need for a visible win without conceding blindly. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
16. **On Getting the Entire Ask Before Trading:** Keep asking what else the buyer needs until the full request is visible; only then design trade-offs instead of conceding one item at a time. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
17. **On Conditional Approval Before Finance:** Before taking concessions to finance, secure a clear conditional commitment on close date and terms so internal approval is tied to an executable deal. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
18. **On Closing the Second Cut with Two Options:** If negotiation needs a second round, return with two simple packages that force a final trade-off between price, term, or scope rather than inviting another open-ended demand. — [*How To Become Dangerously Good At Negotiation*](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)

### **V. Career & Leadership**

1. **The Four Pillars of a Job:** Evaluate your role based on Learning, Earning, Growing, and Connection.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[7](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFJ4Y8n2dvlFnRkkzmkmsp5pO5rR7fqtHv78N1Fby2GkMISB4d-sLURLQ21PeLSw5gLdzrtvbqZEZK%5F6AT6W-qXMJlbS%5FCVWm9U0q26S5T2jqEzIfMolW4Ekkrz5fhqMLIFlFjx2FzH%5FMvHPmaD3k2qK%5FFZ424aQmrIxtHA7rK4OY6dLTHVXjl7ZWl5d358ruK5E0dK3TOR3y8XVHuLcSItko1FDSpsz0rZSYvHHoZN1NEWy6Q7LA%3D%3D&ref=antoinebuteau.com)\] If only two are strong, it's time to leave.
2. **Sell Your Way Into a Job:** Don't just apply. Cold call the hiring manager and treat the interview process like a sales cycle.
3. **Over-Index on Work Ethic Early:** In your first two years, the results matter less than building the grit required to handle rejection.\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)\]
4. **Eat the Frog:** Start every day with the hardest, most uncomfortable task (usually cold calling) to create momentum.
5. **Eliminate Context Switching:** Group similar tasks (e.g., 1 hour of only LinkedIn, 1 hour of only calls) to maintain focus.
6. **Invert the Hiring Funnel:** When hiring, try to "sell them out" of the job by being brutally honest about the downsides.
7. **20/80 Training Rhythms:** Spend 20% of your time on theory and 80% on live practice or roleplays.
8. **Stop Practicing in the Game:** Roleplay objections with your team so you don't hear them for the first time when a prospect says them.
9. **No Platitudes:** "Eschew fluffy advice like 'lead with empathy.' If you can't tell someone how to do it, don't say it."

### **I. Advanced Prospecting Frameworks**

1. **"Marking Your Tracks":** Your first dial through a list is your most inefficient. Use it to map the terrain.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQGymwnUDKcNl5zypGlUP3%5FelsCGT6yqLyTITl2khUlTYf7E%5FZWRqp4bDvJsWrA38ILTRD8DHFIf%5Fm0S6p4lOlc-xNPzCipVyHVd-6INjC2RbermH78ZzCA7pWpBqAtgHvL9Lce%5FbVcq6D-MZ6n-caFuLPeOloFWT2jeA0JCNEv%5FI9UEWuS1BokoBqYHV5ThQzR3ZFxnzJt%5FDG8VPetLU7whsKXn6gps-ZShYqg%5F1Om3&ref=antoinebuteau.com)\] Note which numbers are direct, which are dial trees (e.g., "Press 1 then 3"), and which have gatekeepers.\[[3](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFK9q8Z3IrQ6nqMxA-hoftGoKXVzQY%5FsxGukC1rGwpg59FlI-yHHvdJhHyjH8jFhxYiGtCsVtZcyUqjv5qc1KUaLA9kFlAcElYlE7CIhNXE7qvqxlfJc9WsbgjmJipSWiwP6IMQcQTe%5FWOxQbYoBTl3OydMRmbe-JdCEQ%3D%3D&ref=antoinebuteau.com)\] The second time you call, you should be twice as fast because you already have the "map."
2. **The "Ledge" (Extended):** When a prospect says "I'm not interested," use a ledge like, "That’s exactly what the last 30 people I called said, but I'm curious..." This breaks the "telemarketer script" in the prospect's head and buys you time to ask a discovery question.
3. **The "Mr. Miyagi" Objection Method:** Don't fight the objection; flow with it. Acknowledge, ask a clarifying question, and "wax on/wax off" to get back to the pitch.
4. **The "Never Call Again" Incentive:** To handle the "just send me an email" brush-off: "I’ll send that over. Just so I don't ever have to cold call you again, is it that you have no budget this year or is the problem I mentioned just not a priority?"
5. **The "Heard the Name Tossed Around" Opener:** Instead of "How are you?", start with: "Hey \[Name\], we work with \[Competitor A\] and \[Competitor B\]—have you heard our name tossed around?" It establishes instant peer-level credibility.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
6. **30 Seconds to Disqualify:** Don't spend 5 minutes researching. Spend 30 seconds looking for a reason not to call. If you can't find one, spend 30 seconds finding a "trigger" (a hire, a new round of funding, a LinkedIn post) and dial.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]

### **II. Discovery & The "Sales Cycle" Evolution**

1. **Stage 1: Problem Agreement:** You should not move a deal to "Stage 2" until the prospect explicitly agrees that the problem you solve is a priority for them.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] If they just "want to see a demo," they are a tourist, not a buyer.
2. **Stage 2: Solution Agreement:** This is the moment they agree that your way of solving the problem is the best way.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] This happens after the demo but before negotiation.
3. **Stage 3: Power Agreement:** You haven't won the deal until "Power" (the person who can say "yes" when everyone else says "no") agrees to both the Problem and the Solution.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
4. **"Chunking Up" Problems:** If you are talking to a Manager, talk about "time saved." If you are talking to a VP, "chunk up" that time into "operational cost" or "revenue leakage."\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] You must translate tactical pain into executive consequences.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
5. **The "Humbling Disclaimer":** Before asking a high-friction question (like "Who else needs to sign off on this?"), say: "I feel a bit silly asking this because we’ve had such a great conversation, but..." This lowers their defensive guard.
6. **The "1-10 Scale" Reality Check:** At the end of a demo, ask: "On a scale of 1-10, how close are we to this being exactly what you need?" If they say 8, ask: "What's the gap between 8 and 10?"
7. **On Purging Low-Intent Deals:** Define the exact conditions that make an opportunity worth pursuing, then remove meetings that fall outside that slot before they consume the team's selling capacity. — [*Exactly How to Build an Unstoppable Sales Team in 60 Days*](https://podcasts.apple.com/us/podcast/593-exactly-how-to-build-an-unstoppable-sales-team-in-60-days/id1510861233?i=1000777993690&ref=antoinebuteau.com)

### **III. Leadership & Operations**

1. **"Process makes you great; documentation makes you legendary":** Armand’s mantra for leaders. If your best sales tactics aren't documented in a searchable "Battlecard," they will die when your top rep leaves.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
2. **Inverting the Recruitment Funnel:** When hiring, don't just screen for skills. Try to "sell them out" of the job by being brutally honest about how hard it is.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] If they still want in, they’re the right hire.
3. **The Four Rhythms of Management:** Leaders should only run four types of meetings: Deal Reviews (process), Team Meetings (culture/admin), 1-on-1s (personal development), and Skill-Building (group roleplay).
4. **"Don't practice in the game":** Professional athletes don't wait for the game to practice their jump shot.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] Salespeople shouldn't wait for a $100k prospect to practice their objection handling.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] Roleplay daily.
5. **The "Math to President’s Club":** Every rep should know their "Conversion Ratios." If you know it takes 200 dials to get 10 connects, and 10 connects to get 1 meeting, you no longer "hope" for success—you calculate it.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
6. **On Winning Private Buy-In Before Public Change:** When changing a team's behavior, win over individuals privately before asking the group to commit publicly. — [*How to Build a World-Class SDR Team*](https://podcasts.apple.com/us/podcast/589-how-to-build-a-world-class-sdr-team-complete-playbook/id1510861233?i=1000776085329&ref=antoinebuteau.com)
7. **On Testing Coachability with a Mock Call:** Use a mock cold call in interviews to observe whether a candidate can absorb feedback and execute under pressure, not merely describe how they would sell. — [*How to Build a World-Class SDR Team*](https://podcasts.apple.com/us/podcast/589-how-to-build-a-world-class-sdr-team-complete-playbook/id1510861233?i=1000776085329&ref=antoinebuteau.com)

### **IV. Career Mindset**

1. **The "Suck" is the Barrier to Entry:** Nick often says that the reason sales pays so well is because most people can't handle the "suck" of cold calling.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] If it were easy, it wouldn't be a high-paying career.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
2. **Sell Your Way Into the Job:** If you’re applying for a sales role, don't just send a resume.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] Prospect into the VP of Sales. Send them a video, leave a voicemail, and treat the interview like a discovery call.
3. **The "Golden Path" of Outreach:** Identify the 5 most common triggers for your product.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\] Map them to a specific sequence. Don't "spray and pray"; follow the path that has the highest historical conversion.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]

### **Sources and Further Learning**

- **The "Battlecards" and Checklists:** Their [30MPC Toolkit](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.30mpc.com%2Ftoolkit&ref=antoinebuteau.com) is arguably more valuable than the podcast itself, as it provides the actual PDF versions of these scripts.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
- **YouTube Whiteboard Sessions:** Armand and Nick have started doing [video breakdowns](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.youtube.com%2F%4030MPC&ref=antoinebuteau.com) of real cold calls and deal reviews, which show the "tone" and "timing" that text can't capture.
- **The Book:** Cold Calling Sucks (And That's Why It Works) (2024) is the definitive manual for the prospecting side of their philosophy.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
- **The "Reply Method":** A specific 30MPC email framework designed to double-digit reply rates by focusing on "interest-based" CTAs.\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)\]
- **Official Website & Toolkit:** [30mpc.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.30mpc.com&ref=antoinebuteau.com)\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]
- **Book:** [Cold Calling Sucks (And That's Why It Works)](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.amazon.com%2FCold-Calling-Sucks-Thats-Works%2Fdp%2F1394251141&ref=antoinebuteau.com)
- **Podcast:** [30 Minutes to President's Club (Apple/Spotify)](https://www.google.com/url?sa=E&q=https%3A%2F%2Fpodcasts.apple.com%2Fus%2Fpodcast%2F30-minutes-to-presidents-club-no-nonsense-sales%2Fid1510051235&ref=antoinebuteau.com)\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]
- **YouTube Channel:** [30MPC on YouTube](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.youtube.com%2F%4030MPC&ref=antoinebuteau.com)\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[7](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFJ4Y8n2dvlFnRkkzmkmsp5pO5rR7fqtHv78N1Fby2GkMISB4d-sLURLQ21PeLSw5gLdzrtvbqZEZK%5F6AT6W-qXMJlbS%5FCVWm9U0q26S5T2jqEzIfMolW4Ekkrz5fhqMLIFlFjx2FzH%5FMvHPmaD3k2qK%5FFZ424aQmrIxtHA7rK4OY6dLTHVXjl7ZWl5d358ruK5E0dK3TOR3y8XVHuLcSItko1FDSpsz0rZSYvHHoZN1NEWy6Q7LA%3D%3D&ref=antoinebuteau.com)\]\[[8](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEbuapHAfoEWTUzWeLRVnwZBwNcfVFx2tvrbYGFFrYyU2fGk8YZqgfCeDxGdsl8xsUhClfIy1lqxMrH%5F7RHNRNhTUkewO48RocSGscwZ7alTj7MKMsj8BEsl-sxLHulDjeOO9yyzbLBIjjGVZxizOdN3VbB%5F90pAx2qzgGAqjxCg0TtDPe5JT207Kh1z1%5Fu%5F-JQOx4VsyeMGXV%5F71ku&ref=antoinebuteau.com)\]
- **LinkedIn Profiles:** [Armand Farrokh](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Farmand-farrokh%2F&ref=antoinebuteau.com) and [Nick Cegelski](https://www.google.com/url?sa=E&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fnick-cegelski%2F&ref=antoinebuteau.com)\[[1](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEWpAIIW1q4MyjyA2317NW1GFvjk%5FkHjW9KZh5HtF15E4ihe8u%5FOR2-a7svZBmkDhJOy8rP05zL-B4J55qMcRIzJ-PNe3pS3b5JbDK1q5DadFAdmyeBCKNIcwYUPIW9PY9333TxCm6hyMJvueCX&ref=antoinebuteau.com)\]\[[2](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)\]\[[5](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQHf4lVokkmi9B%5F4f69-9K9DU-rflIfrRQ8rFqdKzrT7Jj1NvzLP9AL7MhHMz-0BHBncg7BgZZB%5Fzttpv1Tq%5Fu99fPl2-re7VmV6fyYUFIg6xQHw8Qt3iqJmp%5FjLIDwBIuNOdnT3j6GaZAkM64igDKtkZ%5FRWXDcEetGO5gEsMRBGYUs9aNvY26sbC7t0GiVYpTSjcOlACVm1HlOA&ref=antoinebuteau.com)\]

Sources

1. [podcastrepublic.net](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEWpAIIW1q4MyjyA2317NW1GFvjk%5FkHjW9KZh5HtF15E4ihe8u%5FOR2-a7svZBmkDhJOy8rP05zL-B4J55qMcRIzJ-PNe3pS3b5JbDK1q5DadFAdmyeBCKNIcwYUPIW9PY9333TxCm6hyMJvueCX&ref=antoinebuteau.com)
2. [youtube.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEsgcHBM8In1X1wxpN9%5FYmqPsbL2MsgUHkFpQopjiLh3Yn4fng59lh0O9N0UXBBDqr6WY%5FmA52JBJWvfxG7RvfgnfF4fLkmTjLl4QHhOVr50f4ccU4S5Q1NjdK5I4VWPBAwcHaUEgg%3D&ref=antoinebuteau.com)
3. [youtube.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQE3tNhttM1cmEXyAwBLHmGZ1mzYgJwmUHNxBX3L7fXHnbbq27w%5FLiqwzJbwsrKaw4snbYvFctBfWCvTT%5F9Ao%5FYaSr%5FfNOUSRNQJrJHEGIkWqvuWW1ooRdESz4PXdf-EPfT9BUv-M8E%3D&ref=antoinebuteau.com)
4. [apple.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQGFu6hO4XpdG9s%5Fm8RoToVvToe1F2ZIEvWLj-Dq72E76gnXVbNa88MEM4SsTa1CUsSD22%5FP5YfbzscGBrRfnjWnIgWZsRdRzciax3%5Fgpz5upXM5OUUMZ3GkN%5FXvx22ZpdXrdZlitGvc-9ifo8bq7Ro9ObZQ2lrfNfZ7Z5KZmR8dlbAwcSNPj%5FQRUDkybU8WdS0Os4RdZPDfzq9aKTNn&ref=antoinebuteau.com)
5. [reddit.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQHf4lVokkmi9B%5F4f69-9K9DU-rflIfrRQ8rFqdKzrT7Jj1NvzLP9AL7MhHMz-0BHBncg7BgZZB%5Fzttpv1Tq%5Fu99fPl2-re7VmV6fyYUFIg6xQHw8Qt3iqJmp%5FjLIDwBIuNOdnT3j6GaZAkM64igDKtkZ%5FRWXDcEetGO5gEsMRBGYUs9aNvY26sbC7t0GiVYpTSjcOlACVm1HlOA&ref=antoinebuteau.com)
6. [30mpc.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQGvcW2iFLYAwBNcRIrczedtb1BnV6pzukrL2Jg2QY3jDMtt3nbm%5FPiwC661G9zo2AT221BXh3JR8H7o9soHpjoA7Ze5mcTYegVA%5FqxUeOLIF6lsSkCD9qT4iAOb6g4ZnZ6mSlk-NuOt6oEhj%5Fu6ydpdpmId2zXTiAInSdWZCbf-DbPxgiucuPrhBTDimwJpEQSEBmBC9ZR0ES9l5R3u2V7wD8dZFE2H1NnP&ref=antoinebuteau.com)
7. [apple.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFJ4Y8n2dvlFnRkkzmkmsp5pO5rR7fqtHv78N1Fby2GkMISB4d-sLURLQ21PeLSw5gLdzrtvbqZEZK%5F6AT6W-qXMJlbS%5FCVWm9U0q26S5T2jqEzIfMolW4Ekkrz5fhqMLIFlFjx2FzH%5FMvHPmaD3k2qK%5FFZ424aQmrIxtHA7rK4OY6dLTHVXjl7ZWl5d358ruK5E0dK3TOR3y8XVHuLcSItko1FDSpsz0rZSYvHHoZN1NEWy6Q7LA%3D%3D&ref=antoinebuteau.com)
8. [apple.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQEbuapHAfoEWTUzWeLRVnwZBwNcfVFx2tvrbYGFFrYyU2fGk8YZqgfCeDxGdsl8xsUhClfIy1lqxMrH%5F7RHNRNhTUkewO48RocSGscwZ7alTj7MKMsj8BEsl-sxLHulDjeOO9yyzbLBIjjGVZxizOdN3VbB%5F90pAx2qzgGAqjxCg0TtDPe5JT207Kh1z1%5Fu%5F-JQOx4VsyeMGXV%5F71ku&ref=antoinebuteau.com)
9. [youtube.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFYeAjU75tb%5FcTe9RqsE9BankdznfMJQE4INlui1FHWVZ-ofu1jUN%5Fx6ix8WRsK%5FQAT6kZbtecM48ReC38-ksSACUnRVyz%5Fxuw4SLtadcPmGLiD-tB8YWt21RqO2pWufktXHJRZ0HQ%3D&ref=antoinebuteau.com)
10. [shortform.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQGymwnUDKcNl5zypGlUP3%5FelsCGT6yqLyTITl2khUlTYf7E%5FZWRqp4bDvJsWrA38ILTRD8DHFIf%5Fm0S6p4lOlc-xNPzCipVyHVd-6INjC2RbermH78ZzCA7pWpBqAtgHvL9Lce%5FbVcq6D-MZ6n-caFuLPeOloFWT2jeA0JCNEv%5FI9UEWuS1BokoBqYHV5ThQzR3ZFxnzJt%5FDG8VPetLU7whsKXn6gps-ZShYqg%5F1Om3&ref=antoinebuteau.com)
11. [youtube.com](https://www.google.com/url?sa=E&q=https%3A%2F%2Fvertexaisearch.cloud.google.com%2Fgrounding-api-redirect%2FAUZIYQFK9q8Z3IrQ6nqMxA-hoftGoKXVzQY%5FsxGukC1rGwpg59FlI-yHHvdJhHyjH8jFhxYiGtCsVtZcyUqjv5qc1KUaLA9kFlAcElYlE7CIhNXE7qvqxlfJc9WsbgjmJipSWiwP6IMQcQTe%5FWOxQbYoBTl3OydMRmbe-JdCEQ%3D%3D&ref=antoinebuteau.com)

---

Learn more:

1. [How To Become Dangerously Good At Negotiation](https://www.youtube.com/watch?v=x5Gup2UTCSQ&ref=antoinebuteau.com)
2. [How to Build a World-Class SDR Team](https://podcasts.apple.com/us/podcast/589-how-to-build-a-world-class-sdr-team-complete-playbook/id1510861233?i=1000776085329&ref=antoinebuteau.com)
3. [Exactly How to Build an Unstoppable Sales Team in 60 Days](https://podcasts.apple.com/us/podcast/593-exactly-how-to-build-an-unstoppable-sales-team-in-60-days/id1510861233?i=1000777993690&ref=antoinebuteau.com)