Demo to Close

I help AEs and B2B SaaS companies book more demos. run demos. convert demos by focusing on 3 Ps.

PROCESS:
✅ Improving sales hiring and onboarding process.
✅ Prospecting, Discovery, Demo, and Follow-Up Strategy
✅ Sales funnel, email, and CRM audits

PLAYBOOKS:
✅ Building a custom sales playbook
✅ Writing cold email sequences 
✅ Building talk tracks in call recording software

PEOPLE:
✅ 1:1 and group coaching & advisory
✅ Custom sales workshops
✅ Deal and follow-up reviews

Founder

FDTC University

From Demo To Close University (FDTCU) is a 12-month sales coaching program for SMB & MM AEs who want to 2X their quota without using high-pressure sales tactics by nailing their discovery, demos, and follow-ups.

Sales Coach

DoorLoop

DoorLoop hired my company, FDTC, to help them grow revenue and ramp up salespeople faster by:
✔️ 1:1 call coaching with AEs
✔️ Building a custom sales playbook
✔️ Advising founders on top-of-funnel strategies
✔️ Improving sales hiring and onboarding process.
✔️ Writing cold email sequences in Outreach.io
✔️ Building talk tracks in call recording software
✔️ Providing custom monthly sales workshops
✔️ Deal strategy and follow-up improvement
✔️ Improving comp model for AEs
✔️ Group call coaching with AEs

Sales Coach & Consultant

Techstars Atlanta

Entrepreneur in Residence

Twain

Product Advisor

GorillaDesk

Vajro

Helping the team at Vajro with:
→ GTM sales process/playbook
→ Outbound motions and messaging
→ LinkedIn social selling strategy
→ Marketing

Strategic Advisor

SixFigures

SixFigures is the premier organization for sales education. Based in Tel Aviv we help the start-up nation scale, and scale careers in the process.

Sales Instructor & Mentor

SaaS Talks: From Lead to Close

SaaS Talks: From Lead to Close is a short-form audio SaaS sale podcast sharing common challenges, and strategies to close more of your deals from the moment they reach your pipeline. 

You'll learn how to:
💸 Schedule more demos
💸 Build a bigger pipeline
💸 Close at least 50% of your demos. 

Every episode will be short and to the point so you don't have to waste time listening to sales fluff.

→ Each episode is less than 10 minutes and cuts out ALL of the fluff. I post an episode 5 days/week.
→ Also includes monthly specials with guests like Nick Cegelski, Collin Mitchell, Ethan Parker, and more!
→ GO HERE TO LISTEN: https://anchor.fm/saastalks

💯 Now you can listen to it during your bathroom breaks, in-between meetings, or anytime you want!

Creator 

Techstars

Mentoring startups in a remote-first environment, I support their strategy, offer firsthand experience, and guide their growth. Since 2006, Techstars has worked with startups across a range of verticals, from aerospace to finance, logistics, and retail, connecting them to a network of successful mentors and partners. Each year, Techstars chooses over 500 early-stage companies to join one of their 3-month, mentorship-driven accelerators, investing $120K and providing hands-on mentorship and access to the Techstars network for life.Mentoring startups in a remote-first environment, I support with their strategy, offer firsthand experience, and guide their growth. Since 2006, Techstars has worked with startups across a range of verticals, from aerospace to finance, logistics, and retail, connecting them to a network of successful mentors and partners. Each year, Techstars chooses over 500 early-stage companies to join one of their 3-month, mentorship-driven accelerators, investing $120K and providing hands-on mentorship and access to the Techstars network for life.

Startup Mentor

Founder @ FDTC → I help startups go from $100K-$15M by improving sales processes, playbooks, & people → Building the #1 SaaS sales coaching program for AEs → Featured in Techstars & Sales Hacker → #helpmedontsellme

It was Monday morning, 11 AM when I went to my boss and said, “I’m sorry, this job, sales...it’s not for me” and I left.

That was 13+ years ago.

At 22 years old I landed my first real job fresh out of college ready to be a “career person.”

I crushed the interview.

But when I came into work for my first day at 10am, I quickly realized that I was scared sh**less of sales, and quit within the first hour.

For the next 3 years, I had PTSD and avoided sales like the plague.

I played it safe and stayed in my comfort zone.

No sales-related stuff whatsoever.

I lost my confidence and ambition. 

I missed career opportunities and wasted away my early 20s.

Fast forward to present day:

I'm a former 2X VP of Sales who took 1 startup from $0 ARR to ≈ $10M ARR in 4 years, and another from $1.5M to ≈ $4.6M ARR in 18 months.

I now teaching SMB AEs and teams how to be top sellers, make higher 6-figures, and get promoted through repeatable systems and playbooks.


Want to learn more? Book a clarity call: https://calendly.com/fdtc/30min 


P.S.⚠️ Grab my top (FREE) 24 discovery questions 6,000+ salespeople are using: https://bit.ly/4d3B2sl


Otherwise, you can find me here:
► YouTube: https://www.youtube.com/@demotoclose
► iTunes: https://apple.co/3Fome9g | Spotify: https://spoti.fi/408V0LS
► Twitter: https://twitter.com/@mistamor

Two SMB AEs start a new role:

AE #1: “I hope I can figure this out. New industry, new process, I’m not sure I belong.”

AE #2: “New industry = new opportunity for me, I'm perfect for this."

Guess who ramps faster and consistently hits quota?

It’s not about being blindly optimistic.

So many AEs I speak to get stuck in their head before they even get a shot.

They hesitate to take action.

They try to “play it safe.”

And they end up burning 30, 60, 90 days feeling like sales might not be for 
them.

Meanwhile, the top reps move.

Even when it’s messy and unclear.

Because they’ve already made up their mind:

“I’m going to figure this out, I always do.”

It’s not about blind optimism.

It’s about owning the only two things you actually control in sales:

1. Your thoughts

2. Your effort

Scarcity tells you: “Be careful. Don’t mess up. You’re lucky to be here.”

Abundance tells you: “You’ve done hard things before. You can do them again and better.”

And that mindset shows up everywhere:

In how you prospect

In discos & demos

In how you handle objections

In how you handle deals / failures

In whether you let a bad call ruin your day.

The top reps don’t just sell better.

They think better.


P.S. Taking on some AEs that want to become the best version of themselves. DM me or book clarity call if you're interested in 1:1.

Mor Assouline

Founder @ Demo to Close / Sales trainer & coach for SMB & MM AEs and SaaS companies that want to sell better & close larger deals / 2X VP of Sales / Unseller

If you're an SMB AE, your path to consistency, more income, and MM isn’t just closing deals.

It’s better systems, tighter calendars, and cleaner follow‑through.

It's hard because it's 6 jobs at once.

Here’s the reality for most reps I coach:
1. You’re doing your own outbound
2. You’re taking inbounds
3. You’re prepping for demos
4. You’re following up via email
5. You’re cleaning your pipeline
6. You’re updating your CRM
7. You’re responding to Slack
8. And you’re expected to crush quota

That’s not just a sales role.

That’s SDR + AE + RevOps + Admin + CS + PM all rolled into one.

So it’s no wonder your day feels “all over the place.”

That’s exactly what was happening to an AE I started coaching this week.

He felt all over the place (and he was)

Here’s what we changed:

Had him split the day in 2 buckets:
🟦 9–5:00 = Revenue-generating hours
⬛ 5–5:45= Admin + R&D (CRM updates, prep, pipeline hygiene)

That alone bought him 2 hours back a day to focus on revenue generating activities without sacraficing more hours in the office.

SMB reps don’t just need sales hacks.

They need more boundaries.


P.S. If you're an SMB AE that wants to become a sales weapon, DM me or book a clarity call with me.

Here’s how SMB AEs lose status without realizing it:

Prospect no-shows you on a meeting, then later replies:

“Can you hop on a quick call now?”

Most reps drop everything.

Skip lunch. Ditch prospecting. Panic-run to Zoom.

Because they think speed = win.

That any delay means “they’ll go with someone else.”

It’s fear disguised as hustle.

That’s stemming from a scarcity mentality (and that’s the energy you give off).

The right deals (the ones that respect your process), don’t vanish if you reply 2 hours later.

Too many sellers act like slaves to the calendar gods (aka…prospects).

And when you jump on right away, you’re subtly saying:

“My time is flexible. Yours isn’t.”

Set the tone early: “Happy to chat — I’m booked at the moment, but here are two other times I'm available.”

No one’s offended by that.

And if you’re thinking, “But Mor, what if they go with someone else?”

Then here’s the reality you MIGHT fight me on:

If a deal dies because you responded 90 minutes later… it was never your deal.

You’re not being reckless. You’re respecting yourself.

You’re not a butler.

You’re a partner, start acting like one.

Boundaries = value.

I’ve audited 30+ discovery calls in the last 23 days.

Most of them were inbound leads.

And here’s the #1 mistake I saw:

They assume “Well, they came to us, they must be qualified.”

As a result, they skip discovery.

But inbound leads ≠ urgency.

Inbound just means someone was curious enough to click.

You still have no clue what kind of interest it is.

Early-stage? Late-stage? Just browsing?

You don’t know.

Here’s the 3-step framework I use to fix it:

1. Find the challenge:

Not surface-level stuff.

Peel back the layers.

You’re looking for what I call Tier 1 discovery questions.

The ones you must know to even run a proper demo.

One of my go-to questions:

“What specific issues led you to book this call?”

Then stack:
“When you say [X], can you elaborate a bit?”



2. Find the duration:

Once they open up about the problem, ask:

“How long has this been going on?”

“Is this a new issue or something you’ve been tolerating for years?”

This tells you how serious the problem is and how long they’ve been living with it.



3. Find out: Why now?

This is the money question.

If they’ve been struggling with this issue for 3+ years…

Why now? Why not last year?

If they’ve only had the problem for 2 weeks…

Why leave so soon? Why not give it more time?


This isn’t just sales.

It’s basic human behavior.

Your prospect is in a relationship with their current tool, process, or workflow.

And now they’re thinking about leaving it.

You wouldn’t let a friend say “I’m thinking of breaking up” without asking:

What’s going on?

How long’s it been like this? Why now?

Same mindset here.

Inbound doesn’t mean closeable.

It just means they showed up.

It’s your job to find the story behind the click.



P.S. Grab these 24 disco questions 6,600+ sellers have been mastering (free): https://lnkd.in/eR69raD4

Here’s the difference between SMB AEs stuck at $4K/month and the ones clearing $15K+ and getting into MM/ENT:


(one example) It’s how they handle feature-filled demo requests.

Most inbound forms say stuff like:

“Looking for automation.”
“Need help with time management.”
“Want better reporting.”

What do low-performers do:

They follow the lead’s trail.

For example, they ask:

“Tell me more about the features you’re looking for.”
“What else would you like the tool to do?”

They work forward, from feature → to pitch (and get ghosted).

Top performers work backward.

They see “looking for automation” and think:

“Huh… what problem is driving that?”

Then they ask:

→ “What specific issues led you to start looking into [feature]?”

That one shift flips the entire conversation.

Now we’re talking about pain, not features.

You can also use the “menu of pain” to guide them:

→ “When I speak to [persona], they’re usually dealing with A, B, or C, is that why you’re looking into this too?”

Same feature.

Different mindset.

One leads to feature dumping.

The other focuses on problem / business impact.

So next time you get a feature-packed demo request, reverse engineer the pain by focusing on problem-led discovery.


P.S. Here are 24 problem-led disco questions 6,600+ AEs are mastering: https://lnkd.in/eR69raD4

I’ve seen top performing SMB and MM AEs spiral after one bad quarter.

And not because they got less leads, or lost skill.

But because they lost their belief.

Here’s what it looks like:

↳You miss a quarter.

↳You start questioning yourself: “Was last year just luck?”

↳That thought turns into doubt.

↳That doubt turns into hesitation.

↳That hesitation turns into half-baked effort.

↳And half baked effort creates weak results.

↳Now the weak results become proof: "I knew it. Maybe I’m not as good as I thought.”

And just like that, you’ve entered the loop.

It’s brain wiring.

And if you don’t interrupt the pattern, it will own your performance.

Reps burn out because they’ve been stuck in this belief→action→result loop for months… sometimes years.

I self sabotaged for years before breaking the loop.

It can feel impossible to do because you’re killing your old self 
(all you’ve known) and giving birth to a new version of you.

And that’s painful.

An SMB AE I coach just hit 180% of his quarterly quota and closed out >100% of his annual (and will share something he's doing consistently).

In the past few months, we’ve rebuilt how he runs his week, sets up his calls, and runs discovery.

One of the biggest shifts we worked on is how he uncovers stakeholders.

BEFORE:
He’d get one champion.

Strong interest. Good calls. Looked like it was moving.

Then late in the game, deal would stall.

Often times because another stakeholder got looped in late and kills the whole thing.


AFTER:
Now he runs what I call MOS (Menu of Stakeholders):

→ “When we work with teams like yours, they usually loop in [X, Y, Z stakeholders] around this stage. Does that match how you make decisions 
too?”

It gets buyers to map the room for you without making it awkward or salesy.

Once he has names, he goes deeper:
– “Do they know about the issues we discussed?”
– “Are they aligned on solving this now?”
– “Have they been looped in on previous vendor evaluations?”


The further along you get in a deal, the less room you have to fix mistakes.

So when a new stakeholder shows up late and kills it - that’s not bad luck.

That’s a process you didn’t control.


P.S. Become a weapon in discovery with these 24 questions (7K+ sellers are using them): https://lnkd.in/eR69raD4

It was Monday morning, 11 AM when I went to my boss and said, “I’m sorry, this job, sales...it’s not for me” and I left.

That was 13 years ago.

At 22 years old I landed my first real job fresh out of college ready to be a “career person.”

I crushed the interview.

But when I came into work for my first day at 10am, I quickly realized that I was scared sh**less of sales, and quit within the first hour.

For the next 3 years, I had PTSD and avoided sales like the plague.

I played it safe and stayed in my comfort zone.

No sales-related stuff whatsoever.

I lost my confidence and ambition. 

I missed career opportunities and wasted away my early 20s.

Fast forward to present day:

🎯I’m a 3X VP of Sales for early-stage SaaS startups.
🎯 I've built sales playbooks and repeatable sales processes.
🎯I’ve built & scaled GTM sales teams from scratch, trippling ARR in 12 months for 2 of them.
🎯I’ve trained AEs to quickly ramp up and consistently close 60-80% of their sales demos.
🎯I’ve reduced average sales cycles from 75 days to 25 days in 3 months.
🎯I've demoed and closed major brands like 👉 Ikonick, Fanjoy, and more.


I help early-stage SaaS startups grow revenue by improving their GTM sales playbooks, people, and processes.

I do this by co-piloting their sales enablement, training, and coaching:

PROCESS:
✅ Improving sales hiring and onboarding process.
✅ Prospecting, Discovery, Demo, and Follow-Up Strategy
✅ Sales funnel, email, and CRM audits


PLAYBOOKS:
✅ Building a custom GTM sales playbook
✅ Writing cold email sequences 
✅ Building talk tracks in call recording software

PEOPLE:
✅ 1:1 and group coaching & advisory
✅ Custom sales workshops
✅ Deal and follow-up reviews


🟢 For SaaS startups ➡️  demotoclose.com
🟢 For AEs ➡️  fdtcuniversity.com

If you want to chat, shoot me a DM ✌️


Otherwise, you can find me here:
► YouTube: https://youtube.com/@fromdemotoclose
► iTunes: https://apple.co/3Fome9g | Spotify: https://spoti.fi/408V0LS
► Twitter: https://twitter.com/@mistamor

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