Why You? Why You Now?®

Start the Deal™

From outbound to inbound and gatekeepers to early objections, our award-winning Why You? Why You Now?® technique teaches you how to prospect with precision.

Trusted by industry leaders.

Program overview

A sales prospecting method for immediate engagement

Our award-winning Why You? Why You Now?® technique teaches you to prospect precisely. Cut through the noise for better response rates. In our Start the Deal™ sales prospecting practice area, your team will learn how to:

Manage and reply to inbound leads

Prospect to the C-suite

Inspire urgency through your outreach strategy and cadence

Go higher and wider in accounts to multithread opportunities

Avoid the spam filter and gatekeepers

Handle early objections from buyers

The learning plan

Our ability to start any deal hinges on our understanding of how to best capture the attention of our buyers.

In this course, your team will learn Hoffman’s sales prospecting method – breaking down how to cut through the noise, quickly and confidently build pipeline, and get the response rate that your company deserves.

Learn our communication technique, “Why You? Why You Now?®. The WYWYN® approach is the foundation for our Start the Deal™ Practice, transforming the way you call and email prospects. Key concepts include email, voice mail, cadence, workflows, and handling Gatekeepers. Although a favored approach to prospecting, WYWYN® is also our recommended technique for emailing even after Starting the Deal.

Lessons 1 & 2

The entire WYWYN® prospecting technique is predicated on the use of sales triggers, with these compelling events becoming the theme of the first line of every email and cold call. In this class, Jeff discusses research techniques, universal triggers and strategies for expanding the audience and multithreading your accounts.

Why You™

Unplugged – Triggers

The entire WYWYN® prospecting technique is predicated on the use of sales triggers, but triggers are meaningless without a strong tieback to the value you deliver. In this class, Jeff discuss the art of driving urgency and relevancy through your value proposition and how to align your offering to your buyers needs.

Why You Now™

Value

Following your foundational courses, you’ll enjoy a private class with Jeff to tackle unique-to-you challenges, ask questions, get feedback on real-life deals and more. This is a great opportunity to gain clarity around the objections that occur for your specific industry and buyer.

Private Class

There should be three "bridges" to your cold call.

In this class, reps learn what bridges are and how to piece them together to create an effective cold call.

WYWYN®

Cold Calling

Cold calling is not dead. Especially when you do it right. In this class, Jeff shares the Hoffman sales prospecting method – our best practices for calling your buyers and getting through the first 30-seconds of a call. Learn how to capture the “attention” of your buyer and how to use the Why You? Why You Now?® technique live on calls.

Prospecting on the Phone

Most initial sales prospecting methods fail to generate a response. To follow up appropriately, we discuss the strategy in follow up for outreach attempts vs inbound leads, how to prospect both wider AND deeper within the lead source. Plus, learn how to execute a cadence workflow that accelerates the sequence to inspire ultimate responses.

No Response?

Now What?

Wrap up your Start the Deal™ program with a dedicated coaching call with Jeff.

Coaching Call

How to start learning

Getting started is simple.

Explore the Program Overview

Read how the “Start the Deal™” method helps you engage prospects. Understand the foundation: Why You? Why You Now?®.

Discover Key Learning Areas

Preview what you’ll learn—prospecting, handling objections, avoiding gatekeepers, and more. Each topic is designed for immediate application.

Begin with Lesson 1

Explore Lessons 1 & 2 for email and voicemail strategies, cadence tips, and breaking through gatekeepers. Apply your learning from day one.

FAQ

Frequently asked questions.

What is the Start the Deal™ methodology?

Start the Deal™ is our practice area focusing on how to get through to a prospect for the first time via email or phone. The technique, Why You? Why Now?® (or WYWYN®) quite literally means “Why are you emailing this person? And why now?” Jeff speak to formatting emails a certain way (an F-shaped email) and using triggers to capture attention.

Who is this training best suited for?

This training can be customized for Closers of all levels, but we see it as particularly valuable for BDRs looking to level up their outbound efforts and grow a healthy pipeline.

We already use another sales methodology. Do we need to scrap that?

Not at all! Our Hoffman sales training is designed to offer tactical, actionable insights that Closers can layer with their existing sales methodology to further support their success.

Are there any specific prerequisites required?

Nope! Come as you are.

Can the lessons be customized to our industry?

Absolutely! Our Hoffman sales training programs for Teams, Corporate and Enterprise are always customized to you to ensure your sales team gets the most out of your training with us.

What our clients are saying

Hear firsthand how our approach makes a lasting impact.

"Hoffman’s approach"

"Hoffman’s approach to gives and gets has radically improved the way we manage, raised skill levels, and increased sales predictability. Jeff has such a sharp understanding of sales issues that he raises the bar for everyone: our reps, our managers, and our executives – myself included."

"Hoffman’s training"

"Everyone in the business world who wants to be successful needs to go through Hoffman’s training– 100%."

"Hoffman gave my team the right tools"

"Hoffman gave my team the right tools, control and confidence needed to initiate conversations and move deals toward the result we want."

"Hoffman is a magician"

"Hoffman is a magician. He captures everyone’s attention and has the uncanny ability to take content and techniques and turn it into something that is exciting, entertaining, and easily transferable into action."

"Hoffman events"

"I find nuggets in 99% of the Tuesdays with Hoffman events. I’m not in traditional sales. So much of the content, is applicable to the fundraising space because it is all about relationships and how you work with the various sponsors/donors/event participants."

"Attending the workshop"

"Since attending the workshop my income has increased 30%, and the size of my deals nearly doubled."

"Hoffman has been my go-to for training"

"Hoffman has been my go-to for training for over 10 years. Their expertise in unmatched and their level of expertise and innovation is clear. They have a deep knowledge and understanding of the sales process which allows them to deliver a training that is specific to our team, our challenges, and our goals. There is no better training out there."

"Thank you for all that you do!"

"Tuesdays with Hoffman is a meeting I protect on my calendar every week because the insights are actionable, practical, and real. Jeff’s conversations always give me value and make me think. Thank you for all that you do!"

Elevate your sales with Hoffman

Grow your pipeline, accelerate your deals, and increase your win rate.

Hoffman offers the tools, resources, and expert guidance you need to thrive in any sales environment.

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