Implement a Winning Sales System
A two-call system any new rep can learn and start closing with in 90 days.
The Proven Playbook to Scientifically Crush Your Sales Goals
Sales Lab Scripting provides a detailed playbook you can apply to your business to grow revenue faster and scale without relying on outlier talent.
If you're a sales rep, manager, or founder and you're looking for a proven step-by-step system to follow, this is it.
Chris Heller · Former CEO, Keller Williams
Revenue teams already using this playbook
What's inside the book.
What you'll learn. From implementing a winning system to building a continuous optimization engine.
How to Build Sales Scripts
Word-for-word scripts where every line earns its place. No improvising.
How to Build Sales Demos
A demo structure where every slide builds momentum toward the close.
How to Close the Sale
Find the real objection and close the deal before hesitation takes over.
How to Keep Getting Better
Test with a small team, measure what works, scale what's proven.
Built on real results.
Replicated across hundreds of teams.
+297%
Revenue per rep
90 days
Avg. ramp to full productivity
500K+
Demos booked on Sellfire
Developed and refined across hundreds of millions of cold calls, including with revenue teams at FreshBooks, FieldPulse, and Luxury Presence.
Built by practitioners. Tested across millions of calls.
Butch and AJ didn't build this system in a classroom. They built it on the floor — and replicated it across dozens of companies, hundreds of reps, and multiple industries.
Butch Hodson
Sellfire Head of Sales Performance
Butch is a veteran sales leader, operator, and coach in the world of high-velocity sales. Since 2009, he has trained more than 10,000 sales professionals and played a pivotal role in scaling numerous companies' sales organizations. As the co-author of Sales Lab Scripting and Head of Sales Performance at Sellfire, Butch has cemented his reputation as an authority in sales strategy for transactional sales. His expertise encompasses developing scalable sales processes, mentoring emerging sales leaders, and implementing innovative sales techniques.
AJ Mahar
Sellfire Performance Advisor
A.J. is the co-author of Sales Lab Scripting and a Performance Advisor at Sellfire. With over fifteen years in sales and coaching, he has helped teams scale from 1 to 500+ reps, driving multimillion-dollar growth. He specializes in designing and testing sales scripts for high-velocity environments, implementing scalable sales processes for predictable revenue growth, and driving performance through data-backed sales strategies.
Ready to build a higher-revenue sales team?
Get the complete playbook — free.