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Closing & negotiation

E-commerce & DTC Edition

Turn traffic into contribution margin with frameworks that move conversations from interesting to approved.

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Free PDF · Written by a senior human sales operator

Who this playbook is for

E-commerce, marketplace and direct-to-consumer teams.

What’s inside

  • Contribution margin and cohort-value closes
  • Objections on CAC, agency fatigue and attribution
  • Growth review meeting sequence
E-commerce & DTC Edition cover

Inside the playbook

01

Lead with contribution

Contribution, Leakage, Bundle and Offer, Creative Fatigue and Partnership closes frame commercial recommendations around economics and controlled testing.

02

Resolve testing and margin concerns

Objection responses address test confidence, contribution margin, previous offers, marketplace fees and resistance to discounting.

03

Measure accepted changes

The tracking sheet covers approval of optimisation recommendations, time from insight to live test, incremental monthly contribution and tests reaching statistical significance.

04

Turn funnel data into preparation

The implementation plan includes a mock conversion review; AI prompts help identify conversion leaks, write a bundle-test hypothesis and explain a shipping-threshold recommendation.

From the playbook / A smaller test

“Agreed. What is the smallest viable test that would give you sufficient confidence to expand?”

How to use it

Use this edition before a conversion or growth review to connect a proposed change to contribution after costs. Replace illustrative figures with verified funnel data, agree a test and its success criteria, and record which language helps stakeholders reach a clear decision.

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