What this one proves: subtraction beats grind. Deal size up 250% on fewer, shorter calls.

Letting go of a deal feels like giving up. So you hold all of them.

The only plan you've ever had is more. More calls. More demos. More pipeline.

And somewhere underneath the busyness, you already know where this ends.

That's where Marcus was when he started.

The Before

Marcus was a new AE at a legal tech startup, four months into a role he'd fought to get after 15 months as an SDR at the same company.

His annual target was £550K. In his first quarter, he'd closed £6K.

The company was in chaos. His head of sales had just been fired, and during the programme the BDR manager, the pre-sales lead and a fellow AE followed.

Nobody was telling him what to do because there was nobody left to ask.

He was covering colleagues' deals on top of his own 50-deal pipeline, running four or five back-to-back calls a day, 30-minute discovery-plus-demos with anyone who'd book a meeting.

No qualification criteria. No way to tell a real buyer from a tyre-kicker until he'd already given them half an hour.

In his own words:

"I was in that scarcity mindset of being like let's just try and push this deal along."

Outside work sat the business he wanted to build. The bandwidth for it wasn't there.

The Work

Most of the work was Focus. Marcus built product-specific qualification criteria for the first time.

Three products, three different buyer profiles, previously treated identically.

Once he had clear qualification questions for each, he could tell within minutes whether a prospect was worth his time.

Initial meetings went from 30 minutes to 20. He redesigned the pre-qualification email to filter before the call, not during it.

On Mindset, the shift was from scarcity to discipline. He stopped treating every deal as precious and started treating his time as precious instead.

On Energy, the same principles transferred outside work.

He broke his startup idea into weekly actions, time-blocked his evenings, and started writing things down instead of letting it all sit in his head, clouding his judgement.

That's the compressed version of six sessions using the LOOP Method.

The After

Marcus's average deal size went from £10K to £35K in six sessions.

He got there by cutting activity, rather than adding it. Fewer calls. Shorter calls. Better qualification.

His best energy went to the right prospects instead of whoever booked a meeting.

Pipeline generation became steadier. He set boundaries with internal teams he'd previously been afraid to push back on.

And his own read on the new pace, at the end of the programme:

"Sustainable over years I think."

The bandwidth came back too. For the first time since he'd had the idea, his side business started moving alongside the day job.

He's since moved into a Founding GTM role at a new company, where he's "finally closing some real deals."

Same hours in the week. A different operating system underneath them.

"The most surprising thing was how small I had to start. I normally tried to fit in so much within a week that I would often overwhelm myself with tasks for the sake of feeling productive. Starting small helped me to actually get things done."

• Marcus, AE, Legal Tech Startup

From Marcus's Testimonial

"Bottling up your work stress can stop you from moving forward, so having outside support can be instrumental to achieving your goals."

"He helped me to implement actionable habits into my routine that helped me close more deals without adding on extra stress."

• Marcus, AE, Legal Tech Startup

If "more" is the only plan you've got, the next step is a conversation, not a commitment.

Book a Game Plan Call below. 15 minutes on where you're stuck and what's underneath it.

Name changed to protect the individual's privacy.