FOR SALES MANAGERS & THEIR AEs
Your AEs Know How to Sell.
They Don't Know How to Prepare.
The Work Before the Work Masterclass is a live 90-minute online session that gives your team a preparation system for elite performance — built around the topics that matter most to your pipeline right now.
Custom · Online · Delivered Live · Results From Day One
Book Your Masterclass →THE REALITY FOR MOST AE TEAMS RIGHT NOW
Your AEs Are Busy. But Busy Isn't the Same as Prepared.
Most AEs fill their day with activity. Calls made. Emails sent. Meetings booked. But when the meeting starts — they wing it. No research. No clear objective. No plan for what happens next.
59%
of deals skip qualification
38%
of deals skip discovery
2x
longer to close a lost deal
78%
of sellers missed quota
The problem isn't your team's ability. It's their preparation discipline.
One 90-minute session changes that.
INTRODUCING THE WORK BEFORE THE WORK MASTERCLASS
A 90-Minute Live Session That Gives Your AEs a Preparation System They Use From the Very Next Call.
Not a passive webinar. Not a lecture. A live, interactive working session where your AEs build a preparation system around the topics your manager chooses — and leave with tangible outputs they apply immediately.
Custom To Your TeamÂ
- Manager selects 1-2 focus areas
- AEs complete pre-session survey
- Built around your team's real deals
Tangible Outputs Only
- Every AE leaves with templates to use
- Engaged & hands-on
- Applied directly to live opportunities
Live, Online, No Logistics
- Delivered live via video call
- No venue, no travel, no complexity
- 90 minutes, start to finished output
EVERYTHING INCLUDED IN THE MASTERCLASS
One 90-Minute Session. A Full Preparation System.
Live 90-Minute
Session
Interactive, collaborative and hands-on. Built around the focus areas your manager selects and your team's real deals.
Attendee
Survey
Every rep completes a short survey before the day so Paul knows exactly what they need and tailors the session accordingly.
Manager Selects
The Focus
Choose 1-2 focus areas from Prospecting, Discovery, Demos and Negotiation so the session targets your biggest gaps.
Digital Preparation
Workbook
A guided PDF workbook used during the session. Printable. Every AE keeps it and references it after the masterclass.
Full Session
Recording
The complete masterclass recorded and delivered to your team for review, reinforcement and onboarding new starters.
AE Preparation
Templates
Account prep sheet, discovery prep sheet and demo prep sheet. Reusable for every deal, every call, every stage.
CPD AccreditedÂ
Masterclass
Every attendee receives a CPD certificate confirming their professional development hours upon completion.Â
THE INVESTMENT
Everything Above. One Flat Fee.
€995Â
ex VAT · All inclusive · Up to 15 people
For a team of 10 that's less than €100 per person — less than one hour of lost selling time.
PAUL DELIVERS A LIMITED NUMBER OF MASTERCLASSES EACH MONTH.
CPD Accredited — This masterclass qualifies as formal professional development.
THE GUARANTEE
If Your Team Doesn't Run Measurably Better Sales Meetings Within Two Weeks — Paul Comes Back. Free.Â
This masterclass is built for operational results, not inspiration. If your team doesn't demonstrate a measurable improvement in how they prepare and execute within two weeks of the session, Paul will return and deliver a follow-up session at no additional charge.
The guarantee exists because the system works.Â
WHATÂ PEOPLE SAY
Real Results. Real Teams.
Simple. Actionable. Effective.
"Simple, easy to implement takeaways that our entire team can utilise. The masterclass will help us achieve higher close rates and better communication with clients."
Mike Fallat
Founder, Dreamstarters
Sharp. Tactical. Memorable.
"The delivery was excellent. Multi-threading tips and devilish prospecting stood out as tips I'll use straight away. Great for account executives who want to make immediate impact."
Nadine Smyth
Senior Account Executive
About Paul M. Caffrey
Author. Sales Expert. Workshop Leader.
Paul M. Caffrey is a B2B sales expert, author of The Work Before the Work, and creator of the Prepared Selling methodology. He has trained and coached sales professionals across Europe at companies including GN Group, Ventrica, Zendesk, DocuSign, and Salesforce.
Paul spent years in front-line B2B SaaS sales before building his preparation frameworks. His workshops are not lectures — they are working sessions. Every rep leaves with a system they use in their next sales call.
He is a Professional Member of the PSA, International Member of the NSA, and a CPD Accredited Speaker.
READY TO GET STARTED?
Ready to Give Your AEs a Preparation System That Actually Sticks?
Paul delivers a limited number of masterclasses each month. Book a discovery call and let's discuss what your team needs.
No obligation. 30 minutes. We'll discuss your team's challenges and whether this is the right fit.
