The fifteen-minute account brief every rep should be able to write
A repeatable pre-call framework that separates sellers from senders. Fifteen minutes. Six questions. One page.
Most reps I coach cannot articulate, in one sentence, why the account they are about to call should care. Not because they lack effort — because no one taught them a research ritual short enough to actually do before every outreach.
The fifteen-minute brief exists to fix that. It is not a dossier. It is a decision.
Six questions, one page, fifteen minutes. What is this company measured on this year? Who owns that number? What did leadership say about it publicly in the last ninety days? Where is the friction — in cost, in growth, in operations? What has changed recently that creates a new priority? And, finally: what is the smallest, most specific reason I am reaching out today?
Answer those, and your opening line writes itself. Skip them, and no cadence in the world will save you.
Edgar J. Reyes
I write about intentional outbound — the research, restraint, and buyer respect that separate a serious B2B seller from a sequencer. If it's useful, work with me directly or read the rest of the archive.
One essay every other week.
No pitches. No funnels. Just the writing.
Related essays
Modern B2B Cold Calling Scripts: A Research-First Framework
A script is not a set of lines to recite. It is a structure that holds the research you did before you dialed. Here is the framework I use, and how it differs from the high-volume approach most sellers were trained on.
Enterprise SalesWhy "Sales Is Sales" Is Only Half True
The fundamentals carry over, but the way they are applied changes with what is being sold, who is buying, and how much is at stake. A three-tier framework for reading the field first.
ProspectingHow to Find Buyers Who Are Already Looking for You
Wide-net prospecting worked when buyers needed sellers to learn. Today, precision beats volume — and the deals go to reps who target the right company, the right person, and the right moment.