Say it once, on the record.
Documents tell the rep what; recordings tell it why, and how you sound saying it. Three sessions do the job — the founder pitch, the product walkthrough, and an objection-handling drill. Each has a ready-to-read prompt list. Just press record and work down.
§1Recording basics
Gear & setting
A modern phone or laptop mic is enough. Quiet room, no background music, mic close. For a screen demo, use your call platform's own recording. Audio clarity beats video polish.
Keep takes short
Aim for the times below, and stop rather than ramble — a session that runs long becomes a second take, not a marathon file. Several focused recordings process better than one long one.
Convert audio to FLAC
Record however you like, then convert audio to FLAC before uploading — see the command below. Keep screen demos as mp4/mov/webm. Name files with speaker and month: 2026-03-founder-pitch.flac.
Don't over-edit
Trimming dead air at the ends is fine; splicing the middle isn't. A clean, honest take is what you want — the rep learns from how you actually explain things, stumbles and all.
# one file → mono 48 kHz FLAC (ideal for speech) ffmpeg -i session.m4a -ac 1 -ar 48000 -c:a flac session.flac # pull just the audio out of a demo screen-recording ffmpeg -i demo.mp4 -vn -ac 1 -ar 48000 -c:a flac demo-audio.flac
If anyone other than you is on a recording — a teammate, your best salesperson playing the skeptic — have them say their name and that they agree to be recorded for training your rep, at the very start. One line: "I'm [name], and I agree to this recording being used to train the sales rep." Then begin.
§2Session 1 — The founder pitch
The story only you can tell. Speak as if to a customer who just asked "so what is this, really?" — plain, honest, no marketing gloss. Say numbers and dates out loud. This is where the rep gets its conviction and its sense of why the product exists.
Founder pitch — prompts~15 min · 8 prompts
- In two sentences, what is this product and who is it for? The rep will fall back on this whenever it needs a clean one-liner. Make it sharp.
- What problem were you living with that made you build this? Tell the specific moment.
- How did people cope before your product existed — what did they use, and why did it fall short?
- What does your product do differently, and why does that matter to the customer?
- Who is this not for? Where do you honestly tell people to look elsewhere? Knowing the wrong-fit customer keeps the rep from overselling — high-value grounding.
- What's the one thing customers are most surprised by, in a good way, once they start?
- Where is the company headed — what are you building toward over the next year or two?
- If a customer trusted you with one sentence of advice before they buy, what would it be?
§3Session 2 — The product walkthrough
Screen-share and drive the product the way you would for a new customer. Narrate every click — say what you're doing, why, and what the customer should notice. Go in the order a real user would. This teaches the rep the actual flow, the right names for things, and where people stall.
Product walkthrough — prompts~20 min · 9 prompts
- Start at sign-up or first login. What's the very first thing a new customer does, step by step?
- Walk the single most common task end to end — the thing 80% of customers come to do. This is the flow the rep will explain most often. Be precise about the exact steps and button names.
- Point out the three features you most wish customers used more, and show each one.
- Where do people usually get confused or stuck? Show the spot and how you'd unstick them.
- Demonstrate one setup or configuration step that customers often ask for help with.
- Show how the product connects to other tools they might already use, if it does.
- What's a "power user" move — something advanced that delights people once they find it?
- Which buttons or settings should a new customer not touch yet, and why?
- Wrap up: what does success look like for a customer a month in?
§4Session 3 — Objection handling
Sit down with your best salesperson or support agent and have a colleague play a skeptical customer — pushing back, comparing to rivals, hunting for reasons to say no. Your expert answers naturally. This is the highest-value session: it teaches the rep how to hold its ground honestly, and where to gracefully hand off.
Have the skeptic actually voice each objection; your expert responds in their own words. Keep it real — if the honest answer is "that's a fair point, here's the trade-off," record that.
Objection handling — skeptic's prompts~20 min · 10 prompts
- "This looks expensive. Why does it cost what it costs?" Teaches value framing — and reinforces pointing at the live pricing page for exact numbers.
- "How are you different from [the obvious competitor]? Convince me."
- "We already use something for this. Why would we switch?"
- "What happens to my data? How do I know it's safe?" The answer must match your security statement from the What-to-Collect page — same words, no improvising.
- "What if it doesn't work for us — can I get my money back?" Record the true refund answer; this becomes a boundary the rep must state exactly.
- "I've heard your product can't do [X]. Is that true?"
- "This seems too complicated for my team. How hard is it really?"
- "Who else like us actually uses this? Prove it works."
- "I need [feature you don't have]. Deal-breaker?" Teaches the rep to be honest about gaps and hand off instead of bluffing.
- "I'm not ready to decide. What should I do next?"