Ten sales terms
every rep should be able to explain.

Three numbers that decide whether the business lives.

1. CAC, customer acquisition cost.

   Everything spent to win one customer, divided by the customers won. Ads, wages, tools, time. If it costs $180 to win a customer, that is your CAC. New reps think the sale is free because they did not write the check.

2. LTV, lifetime value.

   What a customer is worth over the whole relationship, not the first order. A $60 a month customer who stays two years is worth $1,440. LTV against CAC tells you whether growing is smart or suicidal.

3. CTA, call to action.

   The one thing you ask the person to do next. Not three things. One. In a post, in a text, at the end of a conversation. If you cannot say what the CTA was, there was not one.

Four moves inside the conversation.

1. Discovery.

   The questions that find the customer's actual problem before you present anything. The sale is made here. Skip it and you get 'let me think about it.'

2. The tie-down.

   A small question that gets agreement on one point before moving on. 'That makes sense, right?' Used well, it keeps the customer with you. Used every sentence, it sounds like a script and people feel it.

3. The ready signal.

   The moment the customer shows they are ready: a deeper question, future talk, 'how soon.' Two of them and you stop presenting and ask. Most reps miss the signal and keep talking.

4. The two-option ask.

   'Thursday or Saturday?' Both answers are a yes. It removes the yes-or-no decision for the customer who is on the fence. It does not work on someone who has not been through discovery.

Three terms for face to face and phone.

1. The approach distance.

   Face to face, how far away a customer decides whether to engage with you: usually before you have said a word. Body language, energy and position do the work at ten feet. The words only matter once they are at three.

2. The pre-frame.

   Telling the customer what is about to happen before it happens. 'I am going to ask two questions, then show you one thing.' It lowers resistance because nobody is being ambushed.

3. The lock.

   What you say after the yes so it stays a yes. Reframe the choice, confirm the next step, tell them exactly what happens next. Buyer's remorse starts in the silence after the sale, and the lock fills it.

Pick three for this week.

One term a day, one example from your floor, one rep who explains it back. Entries stay on this page and are not sent anywhere.

Quiz a rep and get a coaching note.

Give this to a rep to run on themselves, or run it with them.

Quiz me on ten sales terms, one at a time: CAC, LTV, CTA, discovery, tie-down, ready signal, the two-option ask, approach distance, pre-frame, and the lock.
1. Ask me to explain each one in my own words and give one example from my own work.
2. After each answer, score it 1 to 3: 1 means I could not explain it, 2 means I explained it but the example was weak, 3 means I could teach it.
3. Do not correct me mid-quiz. At the end, give me the three terms to study, the one I explained best, and one coaching note in two sentences.
My medium is [face to face / phone / meetings].

One prompt. Paste it into Claude. It builds the whole thing for your business.

The Pro pack is a build prompt with blanks for your context: your product, your medium, your team. Fill them in, answer its questions, and it produces the complete system in your words. The PDF explains the method so you can judge the output. Forty terms every rep and leader should be able to explain, each with the mistake, the drill, and the morning-meeting line, plus the onboarding week, ten meeting cards, and the forty-question quiz.