The Second Closer — Your Starter Playbook, human-written, delivered in 24 hrs

This is built for one specific person.

You're the founder or CEO of a $2M–$10M B2B business. Manufacturing, distribution, professional services, industrial, specialty — not a SaaS unicorn.

You're still the person closing 40%+ of qualifying pipeline personally.

You've hired sales help before. Either it didn't stick, or it underperforms consistently.

You've read every book. You've tried the frameworks. You're still working Saturdays.

You have 15+ years of operating experience compressed into instincts that nobody has ever asked you to explain out loud — which is exactly why nobody on your team can replicate them.

If that's you, the playbook was written for you.

Phase 1 · 24 hrs · Free until Fri Aug 8

What's in the Starter Playbook

Two pages. Human-written. Delivered to your inbox within 24 hours of submitting the form above. That's it — no call, no scheduling, no sequence to sit through.

Section 01

The Diagnosis

A paragraph-length pattern read of your sales system based on your six answers — including the one sentence you wrote about your own closing move. Your industry. Your team size. Your close rate. Your gap. Your language, mirrored back. Written like a friend who ran an operator business would tell you — not in coach-speak.

Section 02

Your Specific Weakness

The ONE deal-size band or motion where your extraction is actually breaking down. Not "you need better processes" — a named weakness that maps to your industry and your close rate. Manufacturing: spec-in. Services: scoping. Agencies: the reframe. Named. Concrete. Quoted back in your own words.

Section 03

The 5 Extraction Interview Questions

The exact five questions I ask a founder's #1 rep in Week 1 of the full 90-day program. Sit down with your rep for 60 minutes. Ask them. Record it. The pattern in HOW they answer is the playbook. Nobody has ever asked them, which is why it never got written down. This is also the gateway to Phase 2 below.

Section 04

Your Monday Move

One specific tactical action to take next Monday morning. Not a vague suggestion. A calendar block, a subject line, an artifact. Something you can actually execute before Friday.

Phase 2 · 48 hrs · Free — but you have to earn it

The Extraction Read

Phase 1 gives you a Starter Playbook. Phase 2 is where the real diagnostic happens — but you have to do the work first.

Here's the deal: take the 5 interview questions from Section 3, sit your #2 rep down for 60 minutes, ask them, and email me the transcript (voice memo, doc, notes — whatever). Within 48 hours I write you a second document: a 3-page Extraction Read that quotes both your language AND your rep's, names the specific hole in your extraction, and gives you the exact next move to close it.

Why gated behind the interview: because until you've heard your rep talk about how they close, you don't have the data. Nobody can give you a real diagnostic without it. Not me. Not Warrillow. Not a fractional VP. The interview IS the diagnostic. Phase 2 is just me reading the result.

Why free: because the founders who do this are the exact people the 90-day extraction was built for. If Phase 2 lands right, the call after is a formality. If it doesn't, you've still got the interview transcript and the Starter Playbook — useful either way.

Instructions for unlocking Phase 2 arrive with your Starter Playbook email.

How it works

You answer 5 questions.

~90 seconds. No BS scoring quiz.

I build your playbook.

Custom to your business. Delivered by email within 24 hours (usually sooner). I actually build it — not a bot generating slop. A template I designed, filled in by me, reviewed by me for the first month.

You do the Monday move.

If it works and you want the full 90-day extraction done for you, book a 15-min call. If not, keep the playbook. No follow-up sequence. No pitch email.

How this compares to what's already out there

There's no shortage of "sales assessments" for founders. We spent Saturday reading them all. Here's the actual landscape — and where we deliberately sit inside it.

What operators can get	What it delivers	Where it falls short for us
John Warrillow's Value Builder Score	40+ questions, auto-scored PDF report on 8 drivers	Built for exit valuation, not extraction. Auto-generated. Any owner, not this ICP.
Fractional VP Sales audits (Chief Outsiders, SBI)	A sales-performance assessment — but requires a 60-min discovery call before you see anything	Requires your time before value. Aimed at hiring them, not equipping you.
JB Sales, Sandler, Miller Heiman quizzes	Free skills assessments — built for reps, not founders. Templated result.	Wrong buyer. A founder isn't a rep and doesn't need rep training.
Coach cohort intake calls (KD Dorsey, Amy Volas, etc.)	High-quality 45-min calls that qualify you for a $6-8K/12-week cohort	Requires a call. Requires cohort fit. Rarely built specifically for founders.
Free "sales audit" PDFs (Alex Berman, outbound coaches)	Generic templates for cold-outreach optimization	Zero personalization. Outbound-focused. Not extraction.
The Starter Playbook (what you're on the page for)	6 questions in 90 sec → human-written Starter Playbook in 24 hrs → Phase 2 Extraction Read earned by interviewing your own rep	No track record yet. This is our first cohort — you're helping us calibrate. Because every playbook is human-reviewed, we cap around 15-20/week before quality drops. If we hit that ceiling, you'll get a note that yours is queued, not a false 24-hr promise.

If any of the alternatives above better fit your situation — go use them. Real advice. All five are legitimate. We only claim to be the best fit for one specific person — the operator described on this page.

Why we're giving away the $997 Starter Playbook

Because the market doesn't need another coach. It needs proof.

If the Starter Playbook we build for you feels wrong in the first paragraph, you'll never book the paid engagement. That's fine — you'll get honest value out of it and I'll get out of your inbox. No hard feelings.

If it feels right, and you want more — you'll do the extraction interview yourself, send me the transcript, and get Phase 2. That's the entire sales cycle: prove it with the Starter Playbook, prove it again with the Extraction Read, then decide if you want the full 90-day extraction. No 12-email nurture. No manipulative sequence. Two documents that either land or don't.

This is our first 30 days running it. Free until Fri Aug 8 at midnight. Then the Starter Playbook is $997.

What $997 buys after Aug 8: the same Starter Playbook + a 30-min live consult with Josh to walk through it + priority 12-hour turnaround (vs. 24-hr free) + priority 24-hour Phase 2 (vs. 48-hr free). That's what makes the anchor honest — the paid tier adds Josh's time, not more slop.

Phase 2 (the Extraction Read) stays free forever — it's always been earned by doing the interview, not paid for.

If you want the Starter Playbook free — get it now.

Who's building the playbook

Josh Faizzadeh. VP Sales at Spec-Tex Inc. (industrial textiles, $10M+ annual). Co-founder of Airstring (correctional-grade mattresses, sold through Spec-Tex distribution).

Fifteen-plus years selling into the least-glamorous B2B industries you can think of — state government bids, industrial procurement, correctional facilities, corporate laundries. Every dollar earned has come from operator-founder-to-operator-founder selling in categories where nobody would take a coach's advice.

Built with Joe Porcelli — 25+ years in sales coaching for family-owned businesses, formerly Founder of Porcelli Sales Coaching, Fort Lauderdale.

No PhD. No TED Talk. Two operator resumes and a specific frame we've spent 3 years testing on our own businesses.

Josh Faizzadeh

Founder · The Second Closer

VP Sales, Spec-Tex Inc. · Co-founder, Airstring

Joe Porcelli

Coaching Partner

25+ years coaching family-owned B2B sales teams

This isn't for you if

You're pre-revenue or under $1M — the playbook assumes you have deals to extract, not deals to find.
You've been in business under 12 months — you don't have enough patterns to extract yet. Come back in a year.
You're a venture-backed SaaS with a real sales team already in place — the frameworks that work for you were built by people I learn from, not people I compete with. Mark Roberge, Aaron Ross, Jason Lemkin — start there.
You want a fractional VP Sales to actually run your sales function — hire one, not us.
You want more inspiration or a community — plenty of good options exist, we're not it.
You don't have a #2 rep on the team and don't plan to hire one — the extraction requires a person to install the playbook into.

If any of the above is you, keep the free playbook, unsubscribe, and go win. No hard feelings.

You've read the books. You've tried the frameworks. You're still the person closing your top 5 deals every quarter.

The Starter Playbook — Intake