01 Framework
The Three Doors.
Safety, then Context, then Decision. Skip one and the conversation breaks. If you are the one deciding, it doubles as a test: say yes only in a meeting where you could have said "I don't understand".
The Trust Sequence. A book in development.
Walk out with a yes you can walk back in on.
For the founder asking for budget, the project manager who needs a sign-off, and the owner deciding which supplier to trust.
Free: read the chapters as they are written, before anyone else.
Free: What 600+ recorded conversations taught me. The patterns in the ones that closed.
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600+Recorded conversations
01 The book
Most decisions stall on trust, and price gets the blame.
Whichever chair you are in, trust gets earned in the same order. This book shows you that order, so the yes you walk out with is one you can walk back in on.
Think about the last time you had to decide on something that mattered, offered by someone who knew more about it than you did: a builder, an agency, a software partner. You had all the information you needed and no reason to believe it yet. On the other side of the table, if they were any good, someone was working out how to give you one. This book is about what happens in that gap, from both chairs.
Every framework does the same three things to a complicated decision: makes it plain enough to see, cuts it down to one step you can take, and puts what the other side gains on the table.
Trust has an order.
It gets earned in a predictable sequence, and once you can see it you stop running on gut feel, whether you are asking for the yes or giving it.
Every framework comes from a recorded call.
Conversations where money changed hands and a decision was made, with the outcome known.
Each chapter ends with what to do.
What to look for and what to ask for, the next time you sit across from someone who has not decided yet, or who is waiting on you to.
The mechanics hold at any size.
The same sequence sold bikes from a London flat and half-million-dollar digital projects, and it works the same way for a renovation or a new hire.
02 Frameworks
Named frameworks for specific moments.
Every decision has moments where it moves forward or stops. These frameworks name those moments and say what each side of the table should be doing when they arrive.
07 Framework
Cards on the Table.
A seller you can trust tells you what you do not need and names the risk before you think of it. A buyer who knows this asks what the other side gains. Either way, the cards go face up.
11 Framework
The Soft Close.
A good yes is built from small agreements along the way, so the signature is a formality. If you have to push for it, the moment has passed. A good buyer notices when they are being hurried.
Ten more frameworks inside the book.Send me the chapters
"Nobody wants to take responsibility for the unknown."
03 The author
Maris Skujins
I started my first company at 21 with a borrowed £60,000 laser scanner and my second in a London flat, selling bikes from it to 33 countries, which taught me more about how people decide to buy than any training since. Today I am Chief Growth Officer at Scandiweb, a commerce technology agency, where my teams own the first conversation with every new client and the technology decision that follows it, for companies including The New York Times, The Metropolitan Museum of Art and Läderach. I recorded more than 600 of those conversations. This book is what they showed.
04 Read a chapter
Read an excerpt: The Three Doors.
The call started badly before anyone said anything important.
The prospect had agreed to 30 minutes. The salesperson opened with a two-minute company overview, clicked to a slide titled "Our Core Capabilities" and started talking about the platform. The prospect had their arms folded before the third slide.
Free for subscribers
Read the chapters before the book.What 600+ recorded conversations taught me.
The book is in development. Join the list and you get the chapters as they are written, before anyone else, and the full book when it is done.
The book is in development. Join the list and you get the chapters as they are written, before anyone else, and the full book when it is done. The first email carries "What 600+ recorded conversations taught me", the patterns in the ones that closed.
No spam. No funnels. Unsubscribe any time. How your email is handled.
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Check your inbox. The first email is on its way, and the chapters follow as they are written.